PURPOSE LEAGUE 17: CLASS OF ‘26
SPX Purpose League has launched the Purpose League 17, recognizing leaders who are actively transforming the business of sport into a force for good.
The inaugural Purpose League 17: Class of ‘26 recognizes individuals who are shaping the next chapter of the sports marketing business through the outstanding work that they are leading at the intersection of sports, business, and purpose. Senior leaders from across brands, rights holders, and athletes have been chosen to make up the list, curated by 17 Sport and SponsorshipX. Amongst those on the list are leaders from rights holders like UEFA, IOC and Formula E; brands like Ally, Bank of America and Google; and athletes like Ezra Frech, Allyson Felix and Sir Lewis Hamilton.
The Purpose League 17 will be celebrated at the SPX Purpose League Summit on 15 and 16 October in London, bringing together visionary changemakers to champion sports as a powerful vehicle for good - good for society and good for business.
The Summit program will cover strategy, evidence and execution, hearing from several of the Purpose League 17: Class of ‘26 including speakers Fiona Morgan, Mike Geddes, and Guillaume Sabran. The Summit is being held at the Gtech Community Stadium, home to Brentford FC, which has also been named on this year’s list.
Neill Duffy, Founder & Group CEO of 17 Sport, said, “The inaugural Purpose League 17: Class of '26 celebrates the individuals who prove that purpose is not just an ideal, but a core driver of commercial and societal success. Each person on this list has demonstrated that embedding purpose into sports marketing builds enterprise value, strengthens communities, and future-proofs our industry. We are proud to recognize their leadership and celebrate their work as inspiration for those amongst us who are looking for a better way to do sports marketing.”
While informed by our deep experience across the sector, this list represents our own curated assessment of the standout leaders and initiatives driving meaningful change today.
Mark Harrison, Founder of SponsorshipX, said, “Recognizing the Purpose League 17 is about spotlighting the pioneers who are actively shifting sponsorship from legacy transactions to meaningful, long-term impact. The Class of '26 represents the gold standard of what modern sports partnerships should look like. We look forward to celebrating their achievements at the Summit in London and using their work as inspiration to help others build stronger, more sustainable partnerships.”
Full list of Purpose League 17: Class of 26 available here sponsorshipx.com/purposeleague17