Wellbeing & Sport Scheme

Business of Sport Roundtable

WS-BSR-26

Sport is rarely treated as the serious UK industry it is, despite generating billions in rights, sponsorship, hospitality and export earnings, and underpinning a soft power position few other sectors match.

Location

Ascot

Timeframe

TBC

Delivery Partner

Mastercard

Howden

England and Wales Cricket Board

HSBC

Octagon

Accenture

Airbnb

Team GB

Ascot

Key Partners

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Attendees

MPs, Peerage & Parliamentarians

Focus Areas

Sports business; Rights and sponsorship; Hospitality; Soft power; Economic impact

Headline Outcomes

Members will understand the commercial machinery behind elite sport and the case for treating sport as a significant UK industry.

Wellbeing & Sport Scheme

View Case Study

Overview

Sport is rarely treated as the serious UK industry it is, despite generating billions in rights, sponsorship, hospitality and export earnings, and underpinning a soft power position few other sectors match. The cohort will sit a roundtable at Ascot covering the commercial machinery behind elite sport and the case for treating it accordingly.

Learning outcomes: Examine revenue from rights, sponsorship and hospitality; understand sport’s export and soft-power value; discuss the policy conditions that support sustainable growth.

Wellbeing & Sport Scheme

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ukactive Constituency Module

Constituency visits to leisure centres and gyms, examining how local facilities support physical activity, public health and community wellbeing.

British Cycling and Warrington Wolves

Cycling is one of Great Britain’s most successful Olympic sports. The Cohort will visit British Cycling to find out how they support the elite cyclists and harness this to inspire the next generation.

Non-Premier League Football

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In and on the Water

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Horseracing is a sport worth over £4 billion to the UK, a major rural employer, and built on a fragile economic model.

Parkrun Constituency Module

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London Marathon Finish Line Volunteers

The largest mass participation event and the largest single fundraising charity event anywhere in the world.

Tech & Broadcasting in Sport

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Women in Sport Workshop

Women's sport has grown faster in the last five years than any other part of the UK sporting landscape.

Sports Diplomacy: Italy

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Rugby is at a crossroads, with the growth of the women's game and the continued success of international competitions being at odds with the struggles of the club game.

Business of Sport Roundtable

Sport is rarely treated as the serious UK industry it is, despite generating billions in rights, sponsorship, hospitality and export earnings, and underpinning a soft power position few other sectors match.

Football in the Community

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Premier League and WSL Football

The Premier League is a sporting crown jewel with economic and community benefit, and British soft power projected across the world.

National Parks and the Outdoors

Outdoor access enables grassroots cycling, walking and rural tourism, with real public health and rural economy returns.

Behind the scenes on raceday at Ascot, exploring the scale and craft of one of the world's great sporting venues and horseracing's wider role in rural Britain and the national economy.

Women in Sport Workshop and Women's T20 World Cup

A discussion on the current state of women's sport against the backdrop of the Women's T20 Cricket World Cup at Lord's

Social Impact and Action Sports

How does sport support those who are struggling in society. Empire Fighting chance works with boys and young men who struggle to stay in School.

British Cycling

Tour of the National Cycling Centre velodrome and high-performance facilities, looking at athlete pathways and grassroots participation programmes.

Visit to the rugby league club to explore community programmes, player welfare support and the challenges facing professional rugby league.

London Marathon

Community Health and Sport

Sports Diplomacy Visit to Italy

Newcastle United FC Visit

Two-day visit to Newcastle United Football Club, exploring Premier League operations, community engagement, and the unique relationship between one of the UK's largest clubs and its city.

Business of Sport Symposium

Interactive symposium exploring sports commerce, examining how sporting institutions deliver social impact, UK sports diplomacy, the future of sports broadcasting, and emerging challenges within sports commerce.

Charlton Athletic FC Visit

Half-day experience exploring community-focused football at Charlton Athletic FC, examining the club's work tackling knife crime and racism, governance evolution, and the operational realities of Championship-level clubs.

News & Insights

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