The International Olympic Committee (IOC) has established a department focused on socio-economic development and humanitarian assistance – headed up former government advisor Philip French.

The Public Affairs and Social Development through Sport department was set up to define strategies for the development and implementation of of grassroots and peace projects worldwide.

Working with the agencies of the United Nations (UN) and non-governmental organisations (NGOs) to “build a better world through sport” is part of its remit.

It will also “advocate” for the integration of sport and physical activity in national and international policies and programmes. Last month, the UK government’s Department of Culture, Media and Sport (DCMS) published an all-encompassing sports strategy – Sporting Future – which emphasised the importance of an increasingly blurry line between sport and physical activity.

Indeed French, who will take the role of director of public affairs and social development on 1 March, was previously chief advisor on sport at the DCMS, where he was responsible for grassroots and elite athlete funding in the run-up to the London 2012 Olympics. He also led on drafting and delivering the culture secretary’s key strategic priorities.

French will join from the England and Wales Cricket Board (ECB) where he is its director of public policy and international relations. Chief executive of Supporter Trusts, director of public policy at the Premier League and UEFA consultant in the UK are among the other sports policy roles French has held.