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Purpose In Sport

Becky Willan

24 / 05 / 2024

We welcomed the likes of the Premier League, the ECB, DP World Tour, UK Sport and Team GB to a panel discussion on the role of purpose in sport.

Jointly hosted with the brilliant team at SailGP, the topic of purpose is clearly live and helping to drive impact in sports, whatever the discipline or pitch it’s played on. Here’s the top five takeaways from our panel discussion:

1. Purpose offers a way to reach new audiences and stay relevant

2. Purpose offers a vehicle to redefine performance and reimagine the talent pathway

3. Purpose will be essential for sports to secure long-term, strategic partners

4. Purpose alignment between sports and sponsors is a platform for storytelling and impact

5. Purpose isn’t about being perfect, but it is about making progress, authenticity and impact