Grey London Partners with Comic Relief to Relaunch Sport Relief in 2026

Comic Relief has appointed Grey London as its creative agency partner to redefine and relaunch the much-loved Sport Relief campaign ahead of its 2026 return. 

Grey London will develop a new strategy and creative platform designed to put Sport Relief back at the heart of UK culture, making noise, earning fame, and inspiring people nationwide to take part. Harnessing the unifying power of sport, the campaign will bring people together, spark conversation, and drive support for communities facing poverty and injustice in the UK and around the world. 

“Sport Relief is one of the UK’s most iconic charity campaigns, with a unique ability to unite people through the power of sport,” said Conrad Persons, CEO of Grey London. “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 of Comic Relief, added: “For over two decades, Sport Relief has brought millions of people together, raising over £420 million to support communities across the UK and globally. We know there’s still a deep affection for the brand and a strong desire to see it return in a bigger way. We’re excited to join forces with Grey London and look forward to launching a refreshed campaign in 2026.” 

Founded in 2002, Sport Relief has raised hundreds of millions of pounds to fund projects tackling inequality and opening opportunities for those who need them most. The 2026 relaunch will build on this legacy with humour, heart, and hope — at a time when unity is more needed than ever.