success stories – ‘Ahead of the Game’ Event

Sky Sports / The FT


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Bespoke projects

“Sporting Edge have a truly unique delivery approach. Adding their video insights into the panel debates created a powerful learning experience for delegates”

Mark Guymer — Director, Sky Tickets

The Challenge


Sky Sports and the Financial Times are established global media brands. Sky Sports have access to some of the world’s biggest sporting talents and have ambitions to develop unique events through the new Sky ticketing platform. The Financial Times are one of the world’s most trusted sources of business insight providing expert comment, thought leadership and trends in the global economy.

Both organisations have seen the value proposition in developing an event partnership which brings together the best thinkers in business and sport but they wanted to do this in a more dynamic and engaging way. Sporting Edge was commissioned to make this happen.

The Solution

Sporting Edge designed the launch event for this new partnership called “Ahead of the Game”, a full conference featuring the crème de a crème of athletes, coaches, neuroscientists and business leaders. Based at the beautiful Wormsley Estate, this stunning rural venue gave delegates the opportunity to escape the city and to enjoy learning and networking in a more relaxed and creative setting.

Timed just before the Ashes Test Series, cricket was used as the theme for exploring the crossovers between leadership in sport and business. Panellists included former England captains Nasser Hussain and Michael Atherton along with Kumar Sangakarra and a guest appearance from Sir Ian Botham. On the business side, Sir Martin Sorrell, Baroness Shriti Vadera and Jim Slater were joined by Sports Administrators Baroness Sue Campbell and Tom Harrison and the Neuroscientist Dr Tara Swart. Every topic covered led back to strong and direct correlations between sporting performance and business success.

Sporting Edge founder and former England cricketer Jeremy Snape provided the opening keynote address entitled “The Winning Mindset for Business”, which proved to be the top ranking session alongside Dr Tara Swart’s session on neuroscience.

The Result


The aim of this session was to create fresh insight and practical tools for the delegates to use straight away in their businesses. 91% of the delegates said that the sessions were either very useful or useful for their business.

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“I regard Jeremy and Sporting Edge as one of the key ingredients in the successful transformation that our organisation has undergone over the past few years.”

Alberto Martinez — International Leader, Pharmaceuticals