PRCA appoints Sprint Partners to support agency growth

The Public Relations and Communications Association has appointed Sprint Partners as its first growth and new business partner, marking a step in its efforts to support agencies with sustainable expansion and commercial performance.

Sprint Partners is a management consultancy that works with marketing agencies and in-house teams, focusing on helping senior leaders drive growth through clearer positioning, streamlined strategy and operational focus. The consultancy applies performance principles drawn from elite sport alongside established business frameworks.

Supporting agency growth and new business

The partnership builds on existing collaboration between the two organisations. In 2025, PRCA Matchmaker worked with Sprint Partners to deliver a series of business-focused breakfast roundtables for members of the PRCA Communication Management Standard. James Thomlinson also spoke at the inaugural PRCA NewBizFest, which took place in London and was later hosted in Glasgow.

As a PRCA Matchmaker partner in 2026, Sprint Partners will work closely with the association on a programme of activity including roundtables in London, as well as across the regions and nations. The partnership will also include thought leadership focused on new business development and agency growth.

Debbie Little, Head of Matchmaker, PRCA: "I’m buzzing with excitement. James is truly brilliant and we’ve got some excellent Matchmaker roundtable sessions and wider activities planned for 2026."

Focus on sustainable expansion

Through the partnership, PRCA members will gain access to senior-level discussion, practical insight and structured approaches to winning and retaining clients. The activity is intended to address challenges around new business performance and long-term agency expansion.

Sarah Waddington CBE, CEO, PRCA: "New business and sustainable agency growth are critical challenges for our members. Matchmaker was created to address exactly that, and Sprint Partners brings a unique and highly relevant perspective to the table. It’s great to welcome them as partners."

James Thomlinson, Founder and CEO, Sprint Partners: "I'm delighted Sprint Partners will be working side-by-side with the PRCA and its members in 2026. Partnering with the world's largest professional body for public affairs, PR, and communications is a significant opportunity. I'm excited to work with Sarah Waddington, Debbie Little and the team, who share our ambition and energy to make a real difference to the industry."

www.prca.global

www.sprintpartners.co

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