Identity launches Identity Sport
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Experience agency group Identity has launched Identity Sport, a new global sports proposition designed to deliver creatively ambitious, fan-first 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, and Wimbledon, while in 2025 alone delivering the fan experiences Women’s Rugby World Cup and the World Table Tennis US Smash Las Vegas, as well as a successful track record in other major tournament contexts, where brand presence must enhance rather than distract from the sporting moment. 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.
Fan experience landscape
The global sports events industry is entering a new phase, as rising fan expectations, increasing commercial complexity and global competition for attention, collide with tighter budgets and greater scrutiny on delivery.
In this environment, creativity is no longer about spectacle alone. It has become a strategic tool, shaping how fans engage, how brands show up, and how sporting moments resonate culturally and commercially on a global stage. From broadcast-facing presentation to brand activations embedded within the live environment, experience now plays a defining role in how sport is perceived and valued.
Rather than relying on precedent or adding layers of production, Identity Sport is built around a simple principle: fan first by design. Drawing on cultural and brand-led projects worldwide, the model brings together creative, ceremonial, broadcast and operational expertise from across the Identity group, enabling ambitious experiences that are designed holistically from the outset.
According to Michael Gietzen, Group CEO of Identity, this shift is forcing the industry to rethink how sport is designed and delivered.
“Sport is at an inflection point; an experience reset,” said Gietzen. “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.”