SportsAid Announces Partnership with Dentsu Sports International

The partnership will see Dentsu Sports International provide strategic, creative and fundraising support across the year, helping to amplify SportsAid’s work and engage new audiences during this milestone period.

For 50 years, SportsAid has backed talented young athletes at a critical point in their development, providing financial support and access to trusted advice and experienced practitioners to help them progress in their sporting journeys.

Tim Lawler MBE, Chief Executive of SportsAid, said:

"We are delighted to be partnering with dentsu Sports International during 2026. We are excited to be working with dentsu and all the expertise, experience and creativity the team will be able to share alongside SportsAid's purpose.

“This is an exciting time for SportsAid, the charity's 50th anniversary year.

“SportsAid recognises and helps talented young sports people when it matters most, at a pivotal point in their personal and sporting development, offering financial support, free access to trusted, practical advice and time with experienced athletes and specialist practitioners. A considered and informed approach to providing the right help at the right time."

Charlie Wylie, Managing Director EMEA, Dentsu Sports International, said:

"SportsAid has been supporting the next generation of sporting talent for five decades, and we’re proud to be working alongside the team in such an important year.

“Our focus across 2026 will be on helping drive awareness, strengthen fundraising activity and spotlight the incredible young athletes SportsAid supports."

The partnership will run throughout 2026, with both organisations collaborating on initiatives designed to strengthen support for emerging athletes across the UK.