Experience agency group Identity has launched Identity Sport, a new global sports proposition designed to deliver creatively ambitious experiences for major sporting events worldwide.
Built around a fan first by design philosophy, Identity Sport integrates creative, ceremonial, broadcast and operational expertise to deliver high-impact sports experiences at scale.
The proposition combines brand activation, live experience and presentation with delivery rigour, helping organisers and partners maximise impact, reduce risk and improve value for money.
Identity’s experience includes supporting global brands operating within elite sporting environments, including the Olympics, Winter Olympics, World Sailing Championships, Formula E, Wimbledon, and the Women’s Rugby World Cup.
This includes delivering brand-led live experiences globally for partners such as Red Bull and Vodafone, blending athlete storytelling, culture and fan engagement within high-profile competitive settings.
Identity Sport will work with federations, leagues, host cities, rights holders and sponsors on major sporting events globally. It will focus on high-impact project types including opening and closing ceremonies, fan zones, brand activations, live sites, broadcast-facing presentation and integrated overlay, combining creative ambition with the operational rigour required for major sporting events.
Michael Gietzen, Group CEO of Identity, said: “Sport is at an inflection point; an experience reset. Audiences expect more meaningful, immersive experiences, and brands want to connect in ways that feel authentic to the sporting moment. At the same time, organisers need certainty, control and value. That requires creativity to be embedded into the system, not layered on at the end.”
Gietzen added that fan experience has become a board-level issue for many organisers.
“Get it right and you build loyalty, value and long-term relevance. Get it wrong and the impact is immediate: commercially, reputationally and politically. Fan experience is now a strategic risk, not a creative nice-to-have.”
Simon Dunnell, Director, Major Projects at Identity, said that too often, fan experience is treated as an add-on rather than a system.
“The next generation of major sporting events will be defined by smarter integration. That means creative ambition grounded in operational reality; and experiences that deliver impact without excess. Integration isn’t just better creatively; it’s more efficient,” he explained.
“What sets Identity Sport apart is the breadth of experience we bring from other major projects. We’re not constrained by precedent, we can apply fresh thinking, new approaches and innovations that help each event resonate more deeply and deliver real impact.”