Sports Sponsorship is going through a renaissance. As Brands shift from driving reach to seeking relevance, so does the way they can now show up in sports sponsorship. The landscape has changed: modern activations are where the Brand “participates” in the sport, with team or athlete rather than just “associates” with them.

Carefully considered campaigns that tie in with digital strategies now take centre stage. Brands can leverage first-party data, with highly personalised initiatives that connect fans of both the sport and the brand to create authentic scalable activations.

Sponsorship effectiveness can be measured more accurately than ever. Alongside the commercial returns for the brand there’s the emotional impact on the community that brands choose to engage with and the opportunity for unparalleled audience insights throughout the process to prove return on investment in the brand boardroom.

At our first Sport Sponsorship dinner we not only welcome members of our community whose brands are already actively involved with sports but also those wanting to learn more about how sports sponsorship in 2026 will benefit their brand.

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 World Champion Paralympian Steff 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 – but capped at 24 seats. You’ll leave informed, inspired and with valuable new industry connections.