Sports Fan Experience Agency

Our focus on creativity, innovation and integrated delivery means we are well positioned to lead this shift.

As a fan experience agency, we design fan-first experiences that enhance the sporting moment and work across live and broadcast environments. They deliver impact at any scale, without unnecessary complexity or excess.

Uniting creative with proven event operations

We’re here to help federations, rights holders, brands and organisers respond to the experience reset facing sport today.

Too often, creativity, presentation and operations are delivered in silos, creating duplication, inefficiency and risk.

Identity Sport exists to change that. We unite creative and presentation expertise with proven event operations, embedding experience into the system from the outset, not layering it on at the end.

From concept through delivery to legacy, we design and deliver integrated sporting experiences that captivate fans, give brands authentic presence, and provide organisers with certainty, control and value. That has included the in-stadium fan experience across eight venues at the Women’s Rugby World Cup 2025, and World Table Tennis’s first Grand Smash in the United States.

British taekwondo athlete Jade Jones OBE celebrates with raised arms in front of a giant screen at the World Championships in Manchester.

Fireworks and stadium light show illuminate Twickenham Stadium during the Harlequins Big Game rugby event.

Steven Gerrard in grey and yellow football kit challenges for the ball during the EE Wembley Cup at Wembley Stadium.

Experience Changes Sport

Experience sits at the heart of everything we do.

By combining bold creative thinking with multidisciplinary operational excellence, we help re-energise the sports sector and deliver smarter, more meaningful experiences for fans, brands and organisers alike.

Global delivery, local execution

We deliver globally, with deep local understanding. Our experience across major international sporting events has shown that success depends on designing experiences that respond to local context, culture and communities, while meeting global standards of delivery and scrutiny.

England rugby supporters wearing red and white hats and holding flags and foam hands at the Women's Rugby World Cup 2025

Positive partnerships

We become an extension of your team. Your goals become our shared mission, and we deliver like your reputation depends on it, because ours does too. We build long-term, trusted partnerships based on transparency, collaboration and shared accountability.

Trusted on the most high-profile events

We are proven in complex, high-profile sporting environments where pressure is high and margins for error are low. VIP, media and broadcast-savvy, we ensure every detail is considered and every moment works for fans, partners and stakeholders. That includes EFL finals at Wembley, in front of 86,000 fans.

Integrated approach, not silos

We bring together strategy, creative, presentation, broadcast-facing experience and operations into a single, joined-up model. This integrated approach reduces duplication, manages risk and delivers better value, while creating more coherent, impactful fan and brand experiences.

Innovation meets operational expertise

Technology enables experience, but it doesn’t replace it. We combine new event technology with human-centred design and operational rigour, ensuring innovation enhances the experience rather than complicating delivery.

Creating lasting legacy

Experience doesn’t end when the event does. We embed legacy thinking from the outset, creating long-term benefits for host cities, communities, partners and the wider sporting ecosystem.