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Our executive team has worked with some of the most important sports properties and organisations in the world.

100 years of collective experience in sports business, working across

some of the world’s biggest sports properties, allows ORIGIN Sports

Group to engage with major sports properties and organisations to

deliver growth and maximise value.

London 2012 Olympic Games

  • Sir Keith Mills (Vice Chairman) led the Senior leadership team that delivered the London 2012 Olympic Games from bid to Games execution.

  • £700m sponsorship raised (BMW, BP, British Airways, BT, EDF, LloydsTSB).

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America's Cup World Series

  • Licensed and operated three editions of the America’s Cup World Series in Portsmouth UK.

  • Significant economic impact of £15m and media value of £42m achieved with 500,000 fans attending the events.

  • Ongoing consultancy partner to Emirates Team New Zealand.

Invictus Games

  • Created with less than a year from launch, ORIGIN was instrumental in all areas from commercial strategy & sales, to operational delivery of all elements of the Games from sport to ceremonies.

  • Secured Presenting Partnership with Jaguar Land Rover for 2015 Games in London, securing renewals for 2016 Games in USA, 2017 Games in Toronto and 2018 Games in Sydney.

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Alex Thomson Racing

  • The most commercially successful ocean racing team in history, significant sponsorship has been generated over a 12-year period (over £40m from HUGO BOSS, Mercedes- Benz, BASF), including 3 x 4yrs renewals with HUGO BOSS.

  • During the last 4 year cycle a sponsorship ROI of 12:1 was delivered through an integrated and creative activation program with no significant broadcast media value.

Birmingham 2022

  • Engaged to write feasibility study for Birmingham City Council to understand whether the city was capable of bidding for and hosting the 2026 Commonwealth Games.

  • Following withdrawal of Durban as host city for 2022, ORIGIN established a team to evolve the feasibility study into a formal bid for the 2022 Games, which Birmingham won

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Ocean Masters 

  • Working in partnership with IMOCA, offshore yacht racing’s leading sporting body, ORIGIN’s vision was to restructure the commercial rights and create a new brand to promote the sport around the world.

  • Negotiated a multi-year commercial licence for the IMOCA class, developed Ocean Masters brand, established two new races on the circuit and executed a multifaceted commercial sales process.

Sail GP

  • Engaged to put together the sponsorship and marketing/ communications strategy for the Great Britain SailGP team.

  • Successfully planned, managed and delivered the 2019 Cowes SailGP event.



ORIGIN Sports Group
33 Broadwick Street

London, W1F 0DQ

Tel: +44 (0) 20 7389 1920

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