SPORT & MAJOR EVENTS
HIGH VISIBILITY, HIGH PRESSURE, NO SECOND TAKES.
Strategy, planning and hands-on support around moments where the audience is already watching.
What This Is
Major events compress months of communications into days. The planning has to be finished before the moment arrives, because there is no time to think once it starts.
The work covers pre-event narrative and media planning, on-site press operations, spokesperson and talent handling, and rapid response when something goes sideways in front of an audience.
It also covers the quieter periods around the event, where the reputation that carries you through the noisy week is actually built.
Who I Work With
Rights holders, sponsors, event organisers and brands activating around major sporting and cultural moments, where visibility is guaranteed but a good outcome is not.
How I Work
Planning starts early: the narrative, the media list, the accreditation and access realities, and a clear decision chain for the things that will inevitably go wrong on the day.
Around the event itself it is intensive earned media and on-the-ground delivery, usually paired with campaigns and brand activations for brands using the moment as a platform.
Spokespeople and talent need preparation — see media training — and a live crisis communications plan is not optional at this scale. Examples are on the work page.
Explore Other Sectors
I work across several closely related sectors.
Frequently Asked Questions
- How far in advance should planning start?
- For a major event, months. Accreditation, long-lead media and talent availability all close well before the event does.
- Do you work on-site?
- Yes. Event weeks usually need someone senior physically present making decisions in real time.
- Can you support a sponsor rather than a rights holder?
- Yes, and that is often where the sharper creative opportunity sits — the brand has to earn attention rather than inherit it.
- What happens if something goes wrong publicly?
- That is planned for in advance. See crisis communications for how the preparation works.
- Is this only for large-scale events?
- No. The same discipline applies to smaller launches and cultural moments where the window is short.
- Which markets do you cover?
- The UK, US, Canada and ANZ, which reflects how international most major-event audiences now are.