Sport is about far more than the final score, the medals won, or the trophies lifted. It is about the communities built, the lives changed, and the unsung heroes who make it all possible.

It is with this ethos in mind that we are incredibly proud to announce the relaunch of Pride of Sport, returning for a new era in 2027.

Drawing inspiration from its prestigious sister brand, Pride of Britain, Pride of Sport is built on a powerful foundational belief: not all champions wear medals. Its DNA is rooted in human impact rather than just sporting excellence. We are shifting the spotlight away from the elite podiums to celebrate the grassroots coaches, dedicated volunteers, passionate mentors, and community changemakers who use sport as a vehicle to transform lives.

Because behind every great sporting success story, there are everyday people whose impact deserves to be recognised on a national stage.

More Than an Awards Night

The culmination of this celebration will be a spectacular live entertainment experience hosted at London’s iconic Copper Box Arena. Moving beyond the traditional sit-down awards format, the event will bring inspiring stories to life through live sporting challenges, dynamic audience interaction, and appearances from some of the nation’s most recognizable sporting faces.

However, Pride of Sport is not just a single night of celebration—it is a year-round movement. And this is where forward-thinking brands have a unique opportunity to get involved.

The Commercial Sponsorship Opportunity

As part of the Reach plc family, Pride of Sport leverages the UK’s largest network of trusted national and local news brands. We are currently inviting brands to become Founding Partners, offering sponsorship and partnership opportunities designed to integrate your business directly into the heart of the national conversation.

Here is what a commercial partnership with Pride of Sport offers:

• A Year-Round Partnership: This isn’t just a logo on a backdrop. We are offering brands the opportunity to engage audiences 365 days a year through video-first storytelling, digital content, and audience participation. Founding partners will have the exclusive opportunity to co-create bespoke, high-impact content alongside Reach Studio.

• National Scale, Local Resonance: Brands can connect with high-intent audiences across the UK. By utilizing Reach’s massive national platforms alongside trusted local news titles, your brand will be at the forefront of bringing local, grassroots hero stories to a nationwide audience.

• Meaningful Brand Alignment: Consumers are increasingly looking to support brands that stand for community and positive change. Partnering with Pride of Sport aligns your business with an emotionally resonant, feel-good initiative that champions the very best of human nature.

Be Part of the Change

Sport changes lives, and it’s time we celebrate the people who make sport matter.

Whether you want to drive brand awareness, co-create inspiring digital content, or align your company with a powerful social-impact initiative, Pride of Sport offers an unparalleled platform.

Ready to champion the unsung heroes? Ensure your brand is part of this incredible journey by heading over to prideofsport.com to register your interest and enquire about our tailored sponsorship opportunities today.