A third of young Australian adults are more likely to watch and follow the Olympic Games thanks to Modern Pentathlon's introduction of a Ninja-style Obstacle race, according to a survey commissioned by UIPM.

A poll of 1,500 Australian citizens undertaken by YouGov, the global public opinion and data company, found that 35% of Generation Z (born in 2000 and later) and 34% of Millennials (born between 1982 and 1999) were more likely to watch the Olympic Games on TV or livestream if it featured a Ninja-style Obstacle race.

The survey also found that 32% of Gen Z and 32% of Millennials were more likely to follow the Olympic Games on social media if it featured a Ninja-style Obstacle race – ahead of its debut as part of Modern Pentathlon at Los Angeles 2028.

The results of the poll indicate significant commonalities between audiences in Australia that consume the world’s largest multisport event and those who are interested in the entertainment shows whose popularity led to the integration of Obstacle racing into Pentathlon.

More than half of young-adult respondents (54% Gen Z; 48% Millennial) stated that they watched Obstacle racing shows either regularly or occasionally, while 84% of Gen Z and 83% of Millennials said they watched at least part of the Olympic Games.

The reimagined Pentathlon will enjoy its Olympic debut in two years’ time, more than a century after its introduction by Baron Pierre de Coubertin, founder of the modern Olympic Games.

The Australian poll comes three years after a similar YouGov survey of the US population revealed a high appetite for Ninja-style Obstacle racing to be included in the Olympic programme.

When asked specifically about the Brisbane 2032 Olympic Games, there was further evidence of the appeal of Pentathlon’s new feature, with one in four respondents saying they would be more likely to attend the Games in person if it included Ninja-style Obstacle racing, a figure that was significantly higher for young adults (32% Gen Z; 31% Millennial).

Australia has tasted success in the Olympic Pentathlon, Chloe Esposito having won Women’s Individual gold at Rio 2016. And the Australian public is backing the sport’s dynamic evolution, with 53% of those who said they were more likely to watch Modern Pentathlon in the Olympics since the integration of Obstacle stating “I enjoy Ninja-style Obstacle races” as their primary reason.

The 9th IWG Global Summit has confirmed the speakers and partnerships that will shape the world’s foremost gathering on gender equality in and through sport when it opens at the International Convention Centre in Birmingham this July.

Kirsty Coventry OLY, Dame Denise Lewis OLY, Lord Sebastian Coe OLY, Baroness Katherine Grainger DBE, Amanda Staveley and Kelly Beaver MBE are among the headline speakers, with Procter & Gamble, Standard Chartered, Sky and This Girl Can among major global partners aligned behind the mission.

The announcement comes at a pivotal moment for gender equality in sport and physical activity worldwide. While women’s sport is experiencing unprecedented growth in some markets, progress remains uneven. Across the globe, women and girls continue to face barriers ranging from gender-based violence and harmful stereotypes to unequal investment, representation and access.

The Summit will bring together global leaders, policy makers, academics and practitioners committed to accelerating progress and driving meaningful, lasting change, sharing what works and how.

Confirmed speakers include:

Kirsty Coventry OLY, President of the International Olympic Committee

Dame Denise Lewis OLY, President of UK Athletics

Lord Sebastian Coe OLY, President of World Athletics

Michele Kang, President of OL Lyonnes and Olympique Lyonnais

Baroness Katherine Grainger DBE OLY, Chair of the British Olympic Association

Amanda Staveley, one of the most influential figures in global sports investment

Kelly Beaver MBE, Chief Executive of IPSOS UK & Ireland

Professor Laura McAllister CBE, UEFA Vice President

Richard Allcroft OBE, President World Wheelchair Rugby

Fabio Azevedo, President Int Volleyball Federation

Baroness Tanni Grey-Thompson PLY, British life peer and multiple-time Paralympic Champion

Staged from 9–11 July 2026, the Summit will bring together up to 1,000 delegates from over 80 countries across the globe, including government ministers, international federation leaders, grassroots change-makers, global corporations, academics and athletes.

Across three days, the conversations, relationships and ideas formed in Birmingham will help shape what comes next for women and girls in sport and physical activity worldwide.

Major global partners announced today include Procter & Gamble, Standard Chartered, Sky and This Girl Can, reflecting the growing commercial and institutional investment in women’s sport and gender equality and equity worldwide.

Procter & Gamble joins as Official Insight Stage & Hive Partner, bringing its long history of championing women and girls in sport through brands such as Always, Olay and Venus to support the Summit’s research and knowledge exchange agenda.

Allison Tummon Kamphuis, Vice-President, Communications, Global Citizenship, P&G, said:"For decades, P&G brands like Pantene, Tampax, Olay and Venus have championed women and girls in sport, removing barriers and increasing their visibility and participation. We've seen firsthand how sport builds confidence, teaches invaluable leadership skills – like teamwork, resilience, and discipline – and creates opportunities for women and girls to thrive.

“We also recognise the significant cultural impact of women in sport today, helping us authentically connect with and champion more women and girls through our brands and partnerships such as with the WNBA. Our collaboration with global leaders at the 9th IWG Global Summit is another important way we will continue to inspire the next generation of sporting champions and leaders, both on and off the court."

Standard Chartered joins as Official ‘Leadership’ Theme Partner, alongside Sky as ‘Visibility’ Theme Partner, and This Girl Can as a funding partner of IWG, with funding provided by the National Lottery via Sport England.

Erica Kerner, Standard Chartered’s Head of Brand Partnerships and Sponsorships, said: “Standard Chartered is committed to driving shared prosperity across our markets, especially for women and girls. This is reflected across our business and network, including through our mentorship for women-led SMEs, through our SC Win programme designed to empower women entrepreneurs, and through our sports partnerships – both as Main Club Partner with Liverpool FC Women and now as Official Partner of the F1 ACADEMY™. We believe that championing the next generation of female talent is a cornerstone of growth and development and as Official Leadership Theme Partner at this year’s IWG Global Summit, we look forward to driving discussion in this space, with the ultimate ambition of helping girls to play on.”

Kate Dale, Director of Marketing and This Girl Can at Sport England, said: “The visibility and momentum of women’s sport over the past decade is to be celebrated. But we cannot be complacent; progress can be fragile, the stubborn gender activity gap still persists and many women still face major barriers to being active. IWG is a moment to reflect on how far we have come but to look unflinchingly at the journey ahead to achieve true gender equality in sport & physical activity.”

Jo Osborne, Head of Women’s Sport at Sky, said: "Visibility plays a critical role in driving progress in women’s sport - but it only delivers if it’s sustained. Sky has championed women's sport for over thirty years, and as the UK's leading investor in women's sports rights we’ve seen that consistent, high-quality coverage builds audiences, shifts perceptions and creates the conditions for long-term growth.As the IWG Global Summit's Visibility Partner, we’re proud to help move the conversation beyond breakthrough moments: bringing together the partnerships and ideas needed to build visibility that lasts, and unlocking greater opportunity for women and girls in sport.”

The Summit’s five themes - Leadership, Innovation, Participation, Visibility and Investment - will explore what it takes to move “beyond the breakthrough” and create lasting systemic change for women and girls in sport and physical activity.

Annamarie Phelps CBE OLY, Chair of IWG UK, said: “This line-up reflects the extraordinary momentum behind women’s sport globally, and the once in four years opportunity to be part of a global exchange to accelerate progress. When leaders of this calibre choose to come to Birmingham in July, they do so because they know this is where the conversations will happen to shape what comes next for women and girls in sport worldwide. The IWG Global Summit is a catalyst for the systemic change the sector demands.”

Tickets for the 9th IWG Global Summit, which only convenes once every four years, are on sale now at iwgglobalsummit2026.org.

[Source: ASOIF] The 36 Full and Associate member federations of the Association of Summer Olympic International Federations (ASOIF) gathered today in Lausanne, Switzerland, for the organisation’s 50th General Assembly, with discussions centred on the implementation of the new ASOIF Strategy 2026-2032, the Sixth Review of International Federation (IF) Governance, and preparations for upcoming Olympic Games and Youth Olympic Games.

The General Assembly was officially opened by ASOIF President Ingmar De Vos before International Olympic Committee (IOC) President Kirsty Coventry addressed the member federations.

The IOC President highlighted the power of sport and emphasised that all stakeholders within the Olympic Movement must work closely together to fully unlock its potential. She also underlined the vital role played by the IFs and the importance of their continued development and ambition, stating: “If you are not strong and striving, neither are we.”

Implementing the ASOIF Strategy 2026–2032

ASOIF presented the implementation roadmap for its new Strategy 2026–2032, which is built around three strategic pillars: Advocacy, Influence and Representation; Olympic Games Excellence; and Collaboration and Knowledge Sharing.

During the meeting, ASOIF also highlighted its refreshed brand identity which was launched in April and is aligned closely with the organisation’s strategic direction and future ambitions. The new visual identity reflects ASOIF’s commitment to innovation, collaboration and a strong partnership with the IOC.

Reflecting on the new strategy during his opening remarks, ASOIF President Ingmar De Vos said: “Importantly, the strategy recognises that collective action matters more than ever. No single IF can navigate every challenge alone. The strength of ASOIF ultimately comes from the willingness of IFs to collaborate, to share expertise and to act collectively where it matters.”

Governance remains a priority

Governance continues to be a central focus for ASOIF and its members. The General Assembly received an update on the Sixth Review of International Federation Governance, the outcomes of which will be published in June.

All 36 Full and Associate Members participated in the review process, which is overseen by ASOIF’s Governance Task Force and supported by an independent governance consultancy. The review is based on a comprehensive framework of governance principles and indicators tailored specifically to the needs of international sport federations.

Olympic Games and Youth Olympic Games preparations

The General Assembly also received in-person updates from the Organising Committees of LA28, Brisbane 2032 and the Dakar 2026 Youth Olympic Games.

Representatives from LA28 presented how they are planning to deliver the largest sports programme in Olympic history and outlined planned testing and readiness activities. They also highlighted accelerated recruitment across key operational areas as preparations move increasingly toward Games delivery and test event planning.

The Organising Committee reported strong public interest following the launch of the ticket draw, with more than four million tickets sold across 85 countries and all 50 states in the first drop.

The seventh LA28 Coordination Commission meeting with ASOIF representation will take place in Los Angeles from 2-4 June 2026.

Preparations for Brisbane 2032 continue to progress, with the Queensland Government’s Delivery Plan now in place and venue development and procurement processes under way.

The Organising Committee confirmed ongoing engagement with the IOC and IFs regarding the development of the sports programme, with the initial programme expected to be finalised in late 2026 or early 2027. Additional milestones foreseen in 2026 include further venue delivery developments, sustainability strategy confirmation, commercial announcements and the unveiling of the Games emblems. Brisbane 2032 has also set up an Athlete and Sport Advisory Group to ensure structured athlete engagement and input.

Taking place from 31 October to 13 November 2026, the Dakar 2026 Youth Olympic Games will be the next Olympic sports event and the first one on African soil. The Organising Committee presented progress updates across key operational areas, while highlighting continued collaboration with IFs to support sport planning and delivery.

The eighth Coordination Commission meeting with ASOIF participation took place in Dakar in March 2026 and marked the transition from planning to operational readiness.

Updates from the IOC, WADA and ITA

The General Assembly also received updates from the IOC on matters relating to IFs and the Olympic Games, especially in the context of the IOC’s “Fit for the Future” process and the related Working Group discussions. Meanwhile, the World Anti-Doping Agency (WADA) and the International Testing Agency (ITA) delivered reports on their anti-doping efforts and collaboration with IFs.

[Source: British Athletics] Working in partnership with Glasgow Life, VisitScotland and Athletic Ventures, UKA is delighted to bring the Championships to Glasgow for the first time. It will be 24 years after the event was last staged in the UK, when the 10th edition took place at Holyrood Park in Edinburgh in 2003. 
Given Great Britain and Northern Ireland’s historic success at the European Cross Country Championships, topping the medal table across three decades with 201 medals, including 81 gold, competing on home soil will be a major highlight for British athletes aiming for podium finishes. 
The 2027 Championships will take place in the iconic Bellahouston Park, renowned for hosting major concerts during Glasgow Summer Sessions, Papal visits, and the 1978 IAAF World Cross Country Championships. 
This bid win comes at an exciting time for UK Athletics, with the Novuna GB & NI team achieving their highest-ever medal table finish at the recent World Athletics Indoor Championships in Torun, securing four gold medals.  
With a packed summer ahead, including Commonwealth Games in Glasgow and the UK hosting the European Athletics Championships for the first time in Birmingham, UKA is proud to continue showcasing the nation’s strong track record in delivering world-class international athletics events. 
Jack Buckner, UK Athletics CEO on behalf of Athletic Ventures said: “We are delighted for Glasgow to be awarded as hosts for the European Cross Country Championships in 2027. Cross country is at the heart of athletics in the UK with many of our top runners beginning their journey on the muddy routes, making this an incredibly special competition to be hosting. We have a rich history of top performances from a Novuna GB & NI team perspective, so bringing this event back to the UK where it first began will be one not to be missed! 
This competition will come after an already exciting time for athletics in the UK, hosting the European Athletics Championships this August and we want to thank European Athletics for continuing to entrust us with hosting their events, 
We know this championship will create an incredible atmosphere and showcasing why this country loves cross country and we cannot wait to get started.” 
Cherry Alexander, European Athletics Vice President said: “I am incredibly excited to bring this competition back to the UK, having worked on the inaugural event in Alnwick way back in 1994 it feels like a very special full circle. We know the UK, and specifically Scotland have a rich history with cross country and I am looking forward to seeing what Athletic Ventures, UK Athletics, Glasgow Life, and UK Sport create for Glasgow 2027.” 
Glasgow Life Head of Events, Julie Pearson, said: “We’re delighted Glasgow has been chosen to host, for the first time, the SPAR European Cross Country Championships and look forward to working with partners to stage this prestigious event in 2027. 
“Glasgow is renowned internationally as an expert, friendly host for world-class sporting events. Global athletics highlights that have demonstrated the city’s strong track record include the 1978 IAAF World Cross Country Championships, 1990 European Athletics Indoor Championships, 2014 Commonwealth Games, 2019 European Athletics Indoor Championships, and 2024 World Athletics Indoor Championships. And the 2026 Commonwealth Games will further cement Glasgow’s reputation as a trusted destination for showcasing exceptional athletics. 
“Our city is committed to encouraging and inspiring participation in sport and physical activity to make a positive impact that benefits Glasgow and its communities – and leveraging the power of major sustainable and inclusive events is key to that. The SPAR Cross Country Championships offers a valuable opportunity to unite and enthuse competitors and spectators from near and far, so we can’t wait to welcome everyone to Bellahouston Park in the heart of Glasgow for the event’s 33rd iteration, and ensure its success.” 
Rob Dickson, Director of Industry and Events at VisitScotland, said: “Glasgow is the perfect stage for hosting world-class sporting events and so it’s fantastic that the city has been chosen for the 33rd SPAR European Cross Country Championships in 2027. The decision is a testament to work carried out by partners to bring the event to Glasgow and adds to the growing roster of events coming to Scotland next year. 
“Events not only help boost the local visitor economy but play an important role in our communities, helping bring social and economic benefits to the areas where they are held. We look forward to the return of the Championships to Scotland.”

[Source: Trivandi] Trivandi has been awarded a King’s Award for Enterprise in International Trade, the UK’s highest official recognition for business excellence. Personally approved by His Majesty The King, the Award recognises Trivandi’s outstanding international growth and its role in taking British major-event expertise from London to clients in 30 countries. 
Trivandi was founded in 2013 by the senior leadership team that planned, delivered and operated the 120+ venues and infrastructure of the London 2012 Olympic and Paralympic Games. Determined to put that hard-won expertise to work for clients around the world, the founders built a business with a clear ambition: to create experiences, better by sharing what they had learned, improving how complex projects are delivered, and helping host communities benefit long after the event itself. 
What began with a handful of specialists in London has since grown, steadily and rapidly into a trusted partner for world leaders in sport, government and business delivering complex mega-events, venues and infrastructure globally. Trivandi today employs more than 100 permanent specialists across five global offices in London, Dubai, Riyadh, Brisbane and Los Angeles, supported by an Associate Network of more than 4,000 subject-matter experts.  
In the years since London 2012, the team has worked on every Summer Olympic Games, multiple FIFA World Cups, Commonwealth Games and World Expos, alongside some of the world's most iconic stadia, airports, government summits and visitor destinations.  
James Bulley OBE, CEO and Co-Founder of Trivandi, said: "Receiving a King's Award for Enterprise is a proud milestone for everyone at Trivandi. We founded this business in 2013 to share our knowledge and learnings from London 2012, in order to continually improve how complex projects are delivered, and help clients around the world create stronger, more lasting legacies. Today, our work spans sport, major events, venues and destinations across 30 countries. To have that effort recognised by His Majesty The King is a true honour, and one that belongs to every person who has helped build Trivandi into what it is today." 
Paul May, Co-Founder and Chairman of Trivandi, said: "Britain has a remarkable record in delivering the world's most demanding events on time, on budget and to a standard that endures. I’m enormously proud that Trivandi has been able to take that experience into international markets - not simply to advise from the outside, but to work alongside clients, partners and local teams to strengthen how major projects are delivered. Through our projects and through Trivandi Academy, we are helping host communities build the skills, confidence and capability to benefit from the transformational projects shaping their own countries. I am grateful to every member of the team who has helped earn this honour.” 
Trivandi has grown consistently in international markets, year after year, by helping clients navigate the pressure, complexity and public scrutiny that come with globally significant events, venues and infrastructure. Its integrated One Team model synchronises strategy, design and operations, bringing the right expertise at the right time to help clients move from vision to delivery. The team is embedded across Saudi Arabia's Vision 2030 portfolio, from Diriyah and Qiddiya to the transformation of Jeddah Airport. In Egypt, Trivandi has helped reimagine the visitor experience at the Pyramids of Giza. Last year, the company delivered operations for the UAE and Australia Pavilions at Expo 2025 Osaka. This summer, Trivandi serves as Official Event Delivery Partner for the Glasgow 2026 Commonwealth Games, with specialists embedded across the organising company to plan, deliver and operate the 
venues that will host more than 3,000 athletes.  
The latest chapter is the United States, where Trivandi's new Los Angeles office is supporting a growing portfolio of major projects. The team has helped Inter Miami CF open Nu Stadium in April, is Founding Advisory and Delivery Partner for Expo 2031 Minnesota and will deliver operations for the Global Esports Games in Los Angeles this December. 
For 60 years, the King's Award for Enterprise has stood as the most prestigious honour a British business can receive. Established by Royal Warrant in 1965 and personally approved each year by His Majesty The King, the Awards celebrate outstanding achievement in international trade, innovation, sustainable development and promoting opportunity. Recipients are entitled to display the King's Awards Emblem for five years, a globally recognised mark of British excellence. 

[Source: SportAccord] SportAccord today confirmed that the SportAccord Convention will take place in Baku, Azerbaijan, from 9-13 May 2027. Following the postponement of the 2026 edition, SportAccord and its partners in Azerbaijan have worked closely together to secure dates that will deliver the best possible experience for all participants. 
Baku, recently named World Capital of Sport, will provide an exceptional setting for what promises to be one of the most anticipated editions of the Convention in recent years, bringing together leaders from the International Olympic Committee, International Federations, host cities, rights holders, and the wider sports industry. 
SportAccord President Prof. Dr. Uğur Erdener said: "Baku holds a special significance for me, and I have no doubt it will deliver an extraordinary edition of our Convention. The commitment shown by our Azerbaijani partners throughout this process has been exceptional. This edition will also mark an important moment for SportAccord itself, as we continue to evolve our vision for what this Convention can and should be for the global sports movement." 
Azerbaijan's Minister of Youth and Sports, H.E. Farid Gayibov said: "Baku is ready. As World Capital of Sport, the city looks forward to welcoming the global sports community and delivering a Convention that reflects our ambition and our enduring partnership with SportAccord. We are confident that 9-13 May 2027 will mark a defining moment for the future of international sport." 
SportAccord is also continuing to build a strong programme of initiatives for the remainder of 2026, with further updates to follow in the coming weeks. With SportAccord in advanced discussions with several world-class cities regarding future editions of the Convention, the organisation expects to announce additional host locations for the coming years, reflecting a strong and exciting pipeline ahead.

[Source: Commonwealth Sport] The Commonwealth Games Association (India) welcomed the visit of a high-level delegation from Commonwealth Sport (CS), led by its President Dr Donald Rukare, along with CEO Katie Sadleir and Director of Games & Assurance Darren Hall, as part of ongoing engagements around the preparations for the 2030 Commonwealth Games to be held in Amdavad.

The delegation undertook a comprehensive multi-city visit from 8–10 April, reviewing key venues and infrastructure across Amdavad, Gandhinagar, Vadodara and Ekta Nagar.

The visit included inspections of competition venues such as Mahatma Mandir, Veer Savarkar Sports Complex, Narendra Modi Stadium and IIT Gandhinagar, among others, as well as meetings with senior Government of Gujarat officials and city authorities.

In addition to venue assessments, the delegation held discussions with senior Indian sports leadership, including engagements with the CGA (India), Ministry of Youth Affairs and Sports, and other stakeholders to review progress, governance frameworks, and delivery plans for the Games.

The visit follows continued dialogue between Commonwealth Sport and Indian stakeholders on strengthening the vision for a landmark centenary edition of the Commonwealth Games in 2030.

Dr Donald Rukare, President, Commonwealth Sport, said: “We are very impressed by the scale of planning, quality of venues, and the strong support from national and state authorities in India. Amdavad’s vision for the 2030 Commonwealth Games is both ambitious and forward-looking. The centenary presents a unique moment to celebrate the Games’ rich history while reimagining how they are delivered for the next 100 years. Our discussions this week have reinforced our confidence in India’s capability to deliver a truly landmark edition in 2030.”

Dr PT Usha, President, Commonwealth Games Association (India), said: "India is honoured to host the Commonwealth Sport delegation and showcase the significant progress made towards delivering a world-class Commonwealth Games in Ahmedabad in 2030. The visit reflects our shared commitment to excellence, collaboration, and innovation in sport. We are confident that, together with Commonwealth Sport and all stakeholders, we will deliver a truly historic and athlete centric Games that inspires the Commonwealth."

[Source: IOC] It is with great sadness that the International Olympic Committee (IOC) has learnt of the passing of Honorary Member Sir Craig Reedie at the age of 84.

On learning of his passing, IOC President Kirsty Coventry said: “Sir Craig dedicated his whole life to the service of sport and the Olympic Movement. He was a steadfast guardian of integrity, guiding the global sporting community through some of its most challenging moments with dignity and resolve. His contribution to the Olympic Games, to clean sport and to the development of athletes worldwide will endure for generations to come.”

Sir Craig began his sporting career as a national and international badminton player representing Great Britain in the 1960s. After his time as an athlete, he made a name for himself as a leading sports administrator. He was secretary of the Scottish Badminton Union and subsequently President. In 1981 he was elected IBF President, where he led the successful campaign to include badminton on the Olympic programme at the Barcelona 1992 Olympic Games.

He joined the IOC as a Member in 1994, later serving on the IOC Executive Board (2009–2012) and as Vice-President (2012-2016). Over more than two decades, he contributed to numerous IOC commissions, including Marketing, Olympic Programme, Ethics and the Evaluation Commissions for the Beijing 2008 and Rio 2016 Olympic Games, as well as the Coordination Commissions for the Athens 2004 and Beijing 2008 Olympic Games.

In 2013, Sir Craig was elected as the third President of WADA. He expertly steered WADA through one of sport’s most turbulent periods – the revelation of the systematic manipulation of the anti-doping system in Russia – drawing on his well-respected diplomatic skills.

Sir Craig, who was also an enthusiastic golfer, chaired the BOA from 1992 to 2005, during which time he played a crucial role in London's successful bid to host the 2012 Olympic Games. He served as an inspirational Director of the London 2012 Organising Committee for the Olympic Games and Paralympic Games between 2005 and 2012.

In recognition of his service to the Olympic Movement, he was awarded the Olympic Order in 2023 at the 141st IOC Session in Mumbai.   

On top of a wide range of academic honours and national awards, Sir Craig was honoured by the British Crown: he was appointed Commander of the British Empire (CBE) in 1999, knighted as a Knight Bachelor in 2006, and later elevated to Knight Grand Cross (GBE) in 2018, reflecting his extraordinary contributions to sport and public life.

As a mark of respect, the Olympic flag will be flown at half-mast for three days at Olympic House in Lausanne.

[Source: Identity] Identity has established Australian operations, completing the global experience agency's major projects footprint across UK and Europe, the US, Middle East and Australia. The agency can now deliver major sporting events, expos, business conferences and cultural activations seamlessly east to west, with local expertise backed by global infrastructure in every market.

Identity has acquired EPG, the Queensland-based major projects specialists, to establish its Australian presence. Led by Andrew Sharp and Jake Benson, EPG brings an exceptional track record in major sporting events, expos, business conferences and cultural activations delivered globally.

EPG retains its name, brand identity and operational autonomy as "An Identity Company," operating from its Queensland headquarters. Andrew Sharp and Jake Benson join Simon Dunnell's major projects leadership team, bringing decades of experience delivering complex, high-stakes projects across sport, business, culture and expos worldwide.

The move strengthens Identity's capability in Australia, combining EPG's proven local expertise with Identity's global creative teams, operational infrastructure and specialist sub-brands. This enables the agency to deliver more ambitious, impactful major projects at scale across the region whilst enhancing Identity's capability globally.

"This represents a significant strengthening of our global major projects capability," said Simon Dunnell, Director of Major Projects at Identity. "Andrew and Jake have built an exceptional business with deep expertise in sporting events, expos, business activations and cultural projects delivered worldwide. Their capability enhances our delivery across existing operations in the UK, US and Middle East, whilst establishing our presence in Australia. This isn't about adding a logo to our portfolio - it's about genuine capability expansion backed by proven expertise."

"The Golden Age of Experience is happening on every continent, and we're delighted we can now deliver on four of them," said Michael Gietzen, Group CEO of Identity. "Our clients demand world-class experiences regardless of where they're activating. With major projects teams across Europe, North America, the Middle East and now Australia, we can deliver seamlessly around the world - local expertise backed by global resources, 24 hours a day."

"We're thrilled to join the Identity family," said Andrew Sharp, Director, EPG. "Our clients will continue working with the same EPG team they trust, whilst gaining access to significantly enhanced capabilities. Major projects deserve major resources and local expertise - now we can strengthen our delivery of both. Whether it's a major sporting event, an expo, a multinational business conference, or a large-scale cultural activation anywhere in the world, we can deliver even greater creative excellence and operational rigour."

Europe’s most innovative and impactful event partnerships took centre stage last night at the 2026 European Sponsorship Awards (ESA), where festivals, races, cultural spectacles, and sports events were among the winners celebrated for their ground-breaking collaborations. In front of a packed audience of 600 at London’s The Brewery, the awards recognised the power of partnerships - from music festivals and charity races to marathons, cultural celebrations, and sports spectacles.

Winning event partnerships The 2026 ESA Awards shone a spotlight on events of all kinds, proving that sponsorship can elevate experiences across every sector: Vhi Women’s Mini Marathon 2025 (Ireland) was crowned Event of the Year, proving that mass-participation events can drive both community engagement and commercial success. Gjensidige’s The Breathing Space (Norway) claimed the Festival Sponsorship award, demonstrating how brands can turn festivals into immersive, socially impactful experiences. The Pfizer Cycle 2025 (Ireland), co-organised by Titan Sports, won Best Employee Engagement, showcasing how a charity cycling event can drive internal engagement while supporting a global cause.

Sustainability and social purpose take centre stage The awards particularly celebrated partnerships that prioritise purpose and sustainability. The Irish Times Ireland’s Greenest Places, in partnership with Electric Ireland, won Environmentally Sustainable Sponsorship, setting a benchmark for eco-conscious events. This award was presented by Andrew Hodson of Wasserman Live. Sparebank 1 Østlandet and Retail Factory’s The Entry Room claimed Sponsorship with a Social Purpose, proving that events can drive meaningful change in their communities. Cairn Community Games won the Equality, Diversity & Inclusion in Sponsorship award, showing how local events can champion inclusivity. Canon & RNIB’s World Unseen took home ESA Sponsorship of the Year and Arts & Culture Sponsorship, making photography accessible to blind people and proving that event sponsorships can drive both business and social impact. Culture and entertainment shines RTÉ’s The Traitors dominated the TV and entertainment space, with sponsors Centra and Very winning awards for their creative activations, proving how TV events can become cultural phenomena through smart partnerships.

Tommy Hilfiger and F1: The Movie received the Chair’s Award for "disruptive brilliance", blending fashion, film, and motorsport in a way that redefined cross-sector collaboration. Guinness secured a triple win, including ESA Best of Europe for Lovely Summer for a Guinness, showing how beer brands can own both sports and cultural moments. “Heartfelt, spirited debate” Hosted by England rugby legend and diversity advocate Ugo Monye, the 18th annual ESA Awards celebrated 26 categories of sponsorship excellence. MSQ Sport + Entertainment was named Agency of the Year, while Oak View Group won Rights Holder of the Year for the first time. “The standard was higher than ever,” said ESA Awards Chair of Judges, Matthew Leopold. “More than a few categories came down to the sort of margin that made the judges re-check their notes and engage in heartfelt, spirited debate.”