Reach has today announced the launch of an all new Pride of Sport – a major national campaign and live event built on the same values as the iconic and much loved, Pride of Britain.

• Built from the same DNA as much loved Pride of Britain, this major new launch is about human impact, not sporting excellence.
• Potential brands and partners are invited to register their interest to be part of the exciting new launch to help shape the execution, offering an inspiring year-round print, pixel, and participation-based partnership.
• Hosted at the Copper Box Arena as part of the Olympic Park’s 2012 legacy promise, the showcase event is designed as a live entertainment experience, not a stuffy awards night.
• Pride of Sport will deliver national scale and talkability but also local relevance and community engagement celebrating the power of sport and the human spirit.

Pride of Sport builds on the success and impact of Pride of Britain, which each year engages millions of viewers across television, digital and social channels. The ‘Pride of’ brand delivers national scale and talkability but also local relevance and community engagement. As part of the launch, Reach is looking for like minded brand partners to join the celebration.

The DNA of Pride of Sport is not excellence; it’s human impact. It’s not about who won, but instead who made it possible, those who create change, capture the spirit, inspire, and make a difference. Most sporting awards celebrate medals; Pride of Sport celebrates inspiration and the people behind them, because ‘not all champions wear medals’.

Launching in 2027, this celebration of sport will culminate in a massive live show hosted at the Copper Box Arena in late 2027 in front of thousands including nominees, their families, famous faces and sporting icons. Pride of Sport is being run in collaboration with The Olympic Park as part of their 2012 legacy promise.

Charlotte Wells, Strategy Director of Reach said “A new Pride of Sport is an incredibly exciting and powerful proposition we can’t wait to launch. We all know, whether from World Cups, the legacy of the Olympics or grassroots activity, sport has the power to unite, empower, inspire positive change. As we bring this to life, we’d like to bring like-minded brands on the journey to make it the massive success we know it will be.”

Putting on more than a show

This awards night is designed as an entertainment event rather than a traditional awards show. The ceremony will blend deeply inspiring storytelling with playful sporting challenges, putting the hosts and personalities to the test in front of a live audience.

Delivered by Reach’s newly created Events & Live Experiences team, these moments will provide genuine humour, audience interaction, and emotional storytelling. Every winner will also be inducted into the Pride of Sport Hall of Fame, creating a lasting legacy and an annual opportunity to celebrate their extraordinary stories and achievements.

Pride of Sport offers partners year-round engagement and visibility, with launch partners having an opportunity to help shape the categories and influence its impact as we celebrate the power of sport and the human spirit across every media touchpoint.

Unearthing the Stories No One Else Can

Pride of Sport, just like Pride of Britain, isn’t just a one-night event; it’s a national movement powered by Reach’s national scale and local communities.

By combining the trusted local newsbrands (including the Manchester Evening News, Liverpool Echo, and Daily Record) with a massive digital footprint, Pride of Sport will be active in every corner of the UK. Local titles will champion their grassroots heroes weekly, driving nominations from the ground up to the national stage.

For brands, the commercial story is simple: Pride of Sport celebrates the people who make sport happen and use sport for good, engaging the entire nation.

To find out more visit www.prideofsportawards.co.uk