State of Play Conference 2026 — understanding what it takes to deliver major sports events

Live from Old Trafford — a stadium that’s hosted some of sport’s biggest moments — this year’s State of Play Conference brought together leaders from across the world of sport to unpack what really goes into delivering world‑class sport events in the UK and how that’s changing. 

Across Baroness Tanni Grey-Thompson DBE’s keynote — drawing on her remarkable career across elite sport, governance, major event organisation, television and politics — and four panel sessions, the discussion moved beyond theory, exploring the realities of geopolitical risk, security threats, commercial sustainability and the growing role of technology.

Here, our Head of Sport Lydia Edgar breaks down the key takeaways from each session.

Keynote: Baroness Tanni Grey-Thompson on legacy, leadership & delivering lasting impact

Tanni Grey-Thompson’s keynote set the tone for the day and grounded the discussion in real experience of bidding for, delivering and shaping major events at the highest level.

Rather than focusing on individual moments, she emphasised that success isn’t just about staging a great event — it’s about what happens before it begins and long after it ends.

Three key themes stood out:

1. Legacy must be built in from day one 

Major events don’t create change on their own. Lasting impact — particularly around inclusion and accessibility — has to be planned and invested in from the outset.

2. Athletes should shape how events are delivered

Putting athletes at the centre isn’t just a principle — it means involving them in decisions to avoid repeating issues seen at previous Games.

3. The UK needs a consistent pipeline of events

To remain a credible host nation, the focus can’t just be on mega-events like the Olympics. Bidding for and delivering a wider range of events is just as important.

Panel one: Integrity, geopolitics & crisis leadership

The first panel explored how the external environment surrounding major events has become more complex, with geopolitical instability, shifting political priorities and increased scrutiny all shaping delivery.

Catherine Forshaw, Caroline McGrory, Mark Huddleston, Paul Lunt and Stuart Campbell shared reflections from across global events, highlighting:

• While the core principles of delivery haven’t changed — particularly keeping athletes at the centre — the context around events has shifted significantly. 
• Disruption is no longer exceptional, with organisers now planning for everything from pandemics and extreme weather to political instability. 
• Social impact is now as important as economic impact, with greater emphasis on how events benefit communities and wider society. 
• Athlete voice is more prominent, requiring clearer guidance to balance advocacy, regulation and reputational risk. 

A key takeaway was that success now depends on how well organisers can adapt to uncertainty — not just how well they execute a plan.

Panel two: Security, safety & operational delivery

The second panel focused on the realities of delivering safe, secure events in a world where threats are more varied and less predictable.

Matthew Lavelle, Chris Markey, Nick Aldworth and Sadie Thomson discussed:

• The nature of threat has evolved significantly, with risks now including lone actors, cyber-attacks and hostile state activity.
• Understanding the difference between threat and risk is critical. Without that clarity, organisations can misallocate resources or overcorrect.
• Security is no longer limited to event days, with venues needing to manage risk across year-round operations, tours and other activity. 
• Martyn’s Law will require clearer planning, accountability and preparation for terrorist incidents. 

There was strong agreement that effective planning — particularly rehearsed response plans — remains the most important factor in minimising harm when incidents occur, even though not every scenario can be predicted.

Panel three: Commercial strategy, partnerships & media

The third panel explored how commercial models are evolving and what sustainable growth looks like in a changing market.

Barry McNeill was joined by Claire Bradbury, Darren Hall and Daniel McGeachie, who highlighted:

• A shift away from short-term, revenue-first thinking towards more sustainable, long-term growth models. 
• Declining government funding is forcing event owners to rethink how projects are financed and delivered. 
• Traditional sponsorship models are being challenged, with greater focus on partnerships that deliver long-term value and align with community and brand purpose. 
• Emerging and challenger sports are building commercial propositions without relying on broadcast scale, instead focusing on culture and audience access. 

A consistent theme was that sustainable revenue doesn’t come from maximising short-term deals but from building partnerships that last beyond a single event or season.

Panel four: Sports technology at major events

The final panel examined how technology is reshaping the full lifecycle of major events — from planning and delivery through to legacy.

Morgan Lewis, Mark Mateer, Hugo Sharman, David Duncan and Tim Goethals discussed:

• Technology is now embedded across all stages of event delivery, from early planning through to live operations and post-event analysis. 
• AI is beginning to feature more in the sector, particularly in areas like planning, data use and system development, as organisations look to keep pace with rapid change. 
• Many organisations still struggle to retain and build on data between events, meaning that lessons are often lost between cycles. 
• There’s a clear gap between audience reach and monetisation, highlighting an opportunity to better use fan data and engagement.
• Operational technology — from accreditation systems to workforce platforms — is becoming more advanced and widely used.

The panel highlighted that while technology offers clear potential, its value depends on how well it’s integrated into wider strategy — not just adopted in isolation.

The bigger picture

What became clear is that the expectations placed on hosts are changing rapidly. New governance standards, evolving models of partnership, the complexity of modern audiences, a new threat landscape and rapid acceleration of technology are reshaping what it means to deliver a truly world-class event. Collaboration, effective partnering and innovation are needed to ensure that major events continue to deliver long term value. 

Talk to us

Our award-winning sports sector team works with governing bodies, international federations, clubs, leagues, event organisers and partners across the full lifecycle of major sports events. Our multidisciplinary team brings together expertise across commercial, regulatory, litigation, data and technology to support organisations at every stage — from bidding and planning through to delivery and legacy.

Talk to our team by calling 0333 004 4488, emailing hello@brabners.com or completing our contact form.