Comic Relief Partners with Grey London to Handle Sport Relief Creative Duties

Comic Relief has revealed its new strategic collaboration with award-winning advertising agency, Grey London, to redefine and relaunch its much-loved Sport Relief campaign ahead of its 2026 return.

The collaboration will see Grey London develop a bold new strategy and creative platform designed to put Sport Relief at the heart of culture by making noise, earning fame and inspiring people across the UK to take part.

The campaign will harness the unifying power of sport to bring people together, spark conversation and drive support for communities facing poverty and injustice, both in the UK and around the world.

Founded in 2002 as a part of Comic Relief’s mission to create positive change through entertainment and popular culture, Sport Relief has raised hundreds of millions since its inception, funding projects that tackle inequality and open up opportunities for those who need them most.

The 2026 relaunch will build on this legacy, offering humour, heart and hope at a time when unity is more needed than ever.

​Conrad Persons, CEO, Grey London said, “Sport Relief is one of the UK’s most iconic charity campaigns, with a unique ability to unite people through the power of sport. The movement has always been about more than just fundraising, it’s a chance to bring people together with humour, heart and a shared sense of purpose. 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, said, “For over two decades, Sport Relief has brought millions of people together, raising over £420 million to support communities across the UK and around the world. We know from our supporters that there’s still a deep affection for the brand, and a strong desire to see it return in a bigger way. Now, as we look to define a bold, new chapter for Sport Relief, we’re excited to join forces with Grey London and look forward to drawing on their exceptional creative and strategic expertise to launch a refreshed campaign in 2026.”