Comic Relief appoints Grey London as creative agency for Sport Relief relaunch

Comic Relief has named Grey London as its creative agency partner to spearhead the relaunch of Sport Relief ahead of its 2026 return. The agency has been tasked with redefining the iconic charity campaign, building a new strategy and creative platform that will reignite national passion and participation.

Harnessing the unifying power of sport, the refreshed Sport Relief will aim to spark conversation, inspire action, and drive support for communities tackling poverty and injustice in the UK and worldwide.

Conrad Persons, CEO, Grey London.“Sport Relief is one of the UK’s most iconic charity campaigns, with a unique ability to unite people through the power of sport. Through a redefined strategic positioning, we hope to not only raise vital funds but also generate lasting engagement and a sense of community around Sport Relief’s mission.”

Samir Patel, CEO, Comic Relief: “For over two decades, Sport Relief has brought millions of people together, raising over £420 million to support communities across the UK and globally. We know there’s still a deep affection for the brand and a strong desire to see it return in a bigger way. We’re excited to join forces with Grey London and look forward to launching a refreshed campaign in 2026.”

Launched in 2002, Sport Relief has raised hundreds of millions of pounds for projects tackling inequality and creating opportunities for those most in need. Its 2026 relaunch will build on that legacy with humour, heart, and hope — at a moment when collective unity is needed more than ever.

www.grey.com

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