Dentsu Sports International Partners with SportsAid in Its 50th Anniversary Year

Dentsu Sports International has announced a new partnership with SportsAid as the charity marks its 50th anniversary in 2026.

Across the year, DSI will support SportsAid through strategic consultancy, content, fundraising initiatives and support, helping to raise awareness and drive greater impact during this milestone year.

SportsAid has spent five decades backing Britain’s most promising young athletes, providing financial support and access to expert guidance at a crucial stage in their development.

Tim Lawler MBE, SportsAid Chief Executive, 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."

(Tim Lawler MBE, Chief Executive, SportsAid)

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

"SportsAid plays a vital role in supporting young athletes at a defining point in their journey. As the charity celebrates 50 years, we’re proud to be contributing our strategic and creative expertise to help drive awareness and fundraising across 2026.

“We’re looking forward to working closely with the SportsAid team to help champion the next generation of talent."

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