Charity Comic Relief has awarded Grey London the creative brief for the return of Sport Relief in 2026, with the appointment set to cover a new strategy and platform.

The agency will be tasked with redefining and relaunching Sport Relief, which will return to TV screens for the first time since 2020 next year, in a bid to bring it back to the forefront of pop culture.

First launched in 2002, Sport Relief has raised hundreds of millions since its inception, and was a regular biennial TV fixture up to the Covid Pandemic in 2020.

“Sport Relief is one of the UK’s most iconic charity campaigns, with a unique ability to unite people through the power of sport. The movement has always been about more than just fundraising, it’s a chance to bring people together with humour, heart and a shared sense of purpose,” said Conrad Persons, CEO of Grey London.

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“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.”

According to Grey London, the upcoming campaign will “harness the unifying power of sport to bring people together, spark conversation and drive support for communities facing poverty and injustice.”

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 around the world.

“We know from our supporters that there’s still a deep affection for the brand, and a strong desire to see it return in a bigger way. Now, as we look to define a bold, new chapter for Sport Relief, we’re excited to join forces with Grey London and look forward to drawing on their exceptional creative and strategic expertise to launch a refreshed campaign in 2026.”