June 28 , 2023

Joining forces, for good: TTB Sport launches new purpose-led global events and experiences business

TTB Sport today announces the launch of a new global events and experiences business, TTB Sport X, teaming up with CEO and founder of Force for Good Events, Lucy Bennett-Baggs.

TTB Sport X will own, operate and create world class events and experiences, providing clients and partners with experiential solutions that create impact, as the sports marketing arm of TTB Sport’s business continues to grow.


From large scale global brand partnership programmes to corporate challenges, TTB Sport X will use the power of sport to create value for partners that in turn help society.


Bringing together a world-class team, built on decades of work with some of the world's largest brands, rights holders and athletes, the business will focus on delivering personalised experiences that allow people to connect and businesses to grow, across both brand and active solutions for clients. 


TTB Sport is a marketing, investment and advisory group for sport, founded by ex-CSM executives Holly Millward and Nick Hoyle and chaired by Sir Andrew Strauss. 


Force For Good Events was founded by Lucy Bennett-Baggs in 2017 to deliver purpose-led solutions and the business has since worked for multiple blue chip clients including HSBC, KPMG and Laureus, raising more than USD3million for charitable organisations.


The combined expertise of the new business positions TTB Sport X with a deep understanding of sport, purpose and the ability to deliver meaningful experiences for businesses that can be measured.  


Lucy Bennett-Baggs said; 


‘I am immensely proud of the platform and the impact we have made over the last six years for clients and the money we’ve raised for charity. By joining forces with TTB Sport, we are united in our belief that creation of world-class personalised experiences will continue to drive business growth and allow our clients to give back.  I am truly excited to continue to deliver once in a lifetime events around the world, combining this with my roots in brand partnerships, and to be working with Holly and Nick to supercharge the offering.’


Holly Millward said;


‘We have long witnessed the power of sport as a platform to deliver significant commercial and societal benefits for our clients.  Lucy has created an amazing market-leading organisation that has a deep understanding of how to deliver personalised experiences for some of the world’s biggest brands.  Together, we intend to be strategic partners of the businesses we work with, building long standing mutually beneficial platforms that drive true impact.’

TTB Sport X is headquartered in London, with offices in Hong Kong and Singapore.


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