Sports sponsorship is enjoying renaissance. As brands move from the blunt pursuit of reach to the sharper discipline of relevance, the nature of partnership has changed. Today’s most effective activations are not built on simple association. Brands now participate in sport alongside teams and athletes, embedding themselves in the fabric of the experience.

First-party data has become the strategic lever. It enables highly personalised initiatives that connect fans of both the sport and the brand, creating activations that are at once authentic and scalable. Campaigns are increasingly designed with digital at their core, not as an afterthought. Commercial return remains essential, but equal weight is now given to the emotional impact on the communities a brand chooses to serve.

Rigorous measurement, paired with deeper audience insight at every stage, has strengthened the board-level case for investment. Effectiveness is no longer implied. It is evidenced.

At our first Sports Sponsorship Dinner we will bring together marketers already active in the space with those looking ahead to how sponsorship in 2026 can drive brand growth, cultural relevance and long-term value.

To lend their expertise on this fascinating topic and fuel discussion, we welcome 2 speakers who are experts in their field:

Bringing her first hand lived experience about the difference sponsorship has made to her life and career we proudly present Paralympian, Inspirational High Performance Speaker, and Broadcaster Stef Reid (MBE).

Lending the view from the frontline through the experienced brand marketer lens, we have LGCC community stalwart Garreth Hayes, (Senior Marketing Director, Indeed) who has spearheaded Indeed’s decision to sponsor Brentford FC and can speak personally about the benefits Indeed has reaped.

3 hours in the beautiful Marx Room (private dining) at Quo Vadis, Dean St, 3 courses by fêted chef Jeremy Lee and a candid table conversation with of some of the UK’s leading marketing minds.

With our spirit of openness, shared learning and support, and our ‘sales-free’ environment, this dinner is open to all senior-level marketers with the desire to learn more about sports sponsorship for their brand – but capped at 24 seats. You’ll leave informed, inspired and with valuable new industry connections.