The initiative arrives at a pivotal moment for global sport, ahead of the FIFA Men’s World Cup 2026 and LA28 Olympic and Paralympic Games. The next cycle of mega-events will test not only how sport entertains, but how it contributes to resilience, delivers measurable business results, and strengthens the communities that rely on it.

Sport at an inflection point

Speaking at the launch, Neill Duffy, CEO and Co-Founder at 17 Sport, said the industry must rethink its approach to value creation.

“Sport is at an inflection point. If we keep treating sponsorship as a ‘reach and rights’ exercise, we will miss the bigger opportunity. The next era of growth will belong to organisations that use partnerships to drive both impact and performance.”

He added that the SPX Purpose League is designed to support the industry as sponsorship evolves from a transactional model to one built on purpose and resilience, positioning impact and performance as mutually reinforcing rather than competing priorities.

Purpose as a driver of commercial success

The SPX Purpose League will serve as a collaborative learning community, offering access to exclusive content, conversations, events, and resources that explore how purpose-driven partnerships can enhance commercial returns, strengthen stakeholder trust, and create long-term value for both business and society.

Mark Harrison, Founder of SponsorshipX, emphasised that purpose-focused sponsorship is already outperforming traditional models:

“Sponsorship professionals are rethinking what success looks like. Purpose-driven partnerships are proving to outperform traditional models on every metric that matters, from brand equity to employee engagement. The SPX Purpose League gives the industry a space to share, learn, and lead this transformation.”

A call for global collaboration

The league is now open for registrations, with early participants gaining access to future programme development and opportunities to shape the 2026 agenda.

The launch signals a bold step forward for sponsorship as it shifts from logo-led visibility to partnership-led impact. In the words of the organisers, purpose is no longer a trend but the new foundation for sustainable success in an increasingly complex world.

Learn more and register at: sponsorshipx.com/purposeleague