At Synonymous Sport, through our invite-only private roundtable events held at world-class sporting venues, we bring together industry experts in sports sponsorship to help businesses already active in the space to share best practices in sports marketing, while also supporting brands looking to learn more about how sports partnerships can support their business objectives.
Having successfully run these events for a number of years, we continue to expand the series with a focus on impact and insight, creating meaningful connections and creating a community of like-minded sports sponsorship professionals.
These events bring together 50 prominent C-suite executives from leading businesses already involved in – or considering – sports sponsorships. They cover a range of key topics within sports sponsorship, including activation, ROI, reporting, and the growing impact of women’s sport. We bring together experts to share insight, showcasing best practice, and highlighting real-world examples, we aim to inspire brands to leverage sport sponsorships by identifying opportunities that align with their business objectives and ensuring maximum value from their partnerships.
Below, you can explore our upcoming events and previous venues.
We’re excited to host our next invite-only event on Thursday 16th October from 11:30am to 3:00pm at Fulham Football Club’s stunning new Fulham Pier venue.
The topic of discussion is “Purpose-led Sponsorships”, featuring insights from leading marketers and sport sponsorship experts. Complimentary lunch and drinks will be provided.
If you’d like to join us, please register using the link below, places are limited to 50 guests per event.
The event will be hosted in partnership with
Please note this event was rescheduled from Thursday, 11 September, due to the planned tube strikes.
Previous Events
Earlier this summer, we hosted a standout event at Surrey County Cricket Club on The Power of Storytelling & Community in Sport Sponsorship.
The session featured insights from leading voices in marketing and sport, including Darrell Fox (Synonymous Sport), Queenie Porter (Water Junkie & Slazenger Energy Water), Michelle Monck (Redwood Bank), Kelsey Offord (Standard Life UK), Colin Mayes (Aon), Lucy Folley (Tees Law), and Tally Hall (AMINA Bank AG).
Together, they explored how storytelling and community engagement are reshaping the way brands connect through sport.
Sports sponsorship continues to be one of the most impactful ways for brands to connect with audiences, build trust and create memorable experiences.
To explore how businesses of all sizes and sectors can maximise their return on investment, Synonymous Sport partnered with Financial Promoter to host a private roundtable at London Stadium on January 30, 2025.
The event brought together senior leaders and sponsorship experts to share real-world insights on aligning partnerships with brand objectives, understanding audience dynamics, and activating sponsorships in ways that deliver measurable impact.
From strategic planning to creative activations, the discussion highlighted how brands can unlock the full potential of sports sponsorship to drive growth and long-term engagement.
In October 2024 we were proud to host the event at the Kia Oval, focused on how brands can play a key role in supporting the growth of women’s sport.
Sponsored by Mills & Reeve, the event featured Grace Williams, Head of Women’s Football at Crystal Palace FC, and Emma Calvert, Director of Women’s Cricket at Surrey CCC, who shared powerful insights on the opportunities and challenges in women’s sport sponsorship.
Guests from Aon, Ambassador Cruise Line, Liverpool FC, Ziegler UK and Helly Hansen heard Grace explain why sponsorship in women’s football requires a different approach, with only 5–10% of their audience overlapping with the men’s game, and how that has driven 300% commercial growth and a unique front-of-shirt sponsor for Crystal Palace Women.
Calvert spoke about the growth of women’s cricket since the ECB’s regionalisation in 2018, highlighting increased popularity, family-focused audiences and the need for brands to value women’s sport on its own merit.
The event reinforced what we see every day at Synonymous Sport: women’s sport presents brands with a unique opportunity to build credibility, engage new audiences and leave a lasting impact, and our team is ready to help brands make the most of that opportunity.