Sport at Christmas: Why the festive period is a gift for canny PRs seeking impactful coverage
Founder Nick Rewcastle gave his thoughts in City AM on the potential of PR over the festive period
Did we take for granted just how much incredible sport usually takes place throughout the festive period?
In football, we have Boxing Day and New Year’s Day fixtures. Rugby, meanwhile, sees the annual Big Game in which Harlequins head across the road to Twickenham for the ultimate booze-filled day out for 80,000 fans.
Inevitably, it is a bit different this year. While spectators are able to return in dribs and drabs to stadia across the UK, the atmosphere won’t quite be the same. Regardless, it’s happening. Well, most of it anyway.
My favourite event of the festive period, the Big Game, sadly won’t be taking place this year. But throughout December we will see live sport up and down the country, from Premier League football to Premiership rugby and even a spot of darts at Ally Pally.
One aspect that won’t change this year is that, as people head off on their festive break, everything quietens down a bit.
In this particularly hectic year, PR teams will have felt the struggle of battling against a busy news agenda to command column inches or space in the bulletins. But December is a slightly different picture.
It’s always the quieter of months. That has to be said tentatively as we all know how topsy turvy 2020 has proven to be. And with the vaccine roll-out ongoing, it would be reckless to predict this month’s news agenda.
But it’s usually true that, for a couple of weeks over the festive period, many shut up shop. Social media platforms go quiet, apart from a few pre-scheduled tweets, and PRs switch on their out-of-office replies.
Sport at Christmas is an open goal
What people don’t realise, however, is the opportunity staring them in the face.
We’ve all been there, just sat idly scrolling on our phone through boredom while grandad reads the paper and mum is browsing the news on her tablet.
News consumption is arguably at its highest during this period, presenting brands with a great opportunity.
People have more time on their hands. What’s more, with the PRs in holiday mode throughout large parts of the month, there is, to some degree, increased space in papers and planning sheets.
While we might not be seeing the usual hype around sports, and the need to drive ticket sales and engagement isn’t as high for obvious reasons, that doesn’t mean that the interest shouldn’t still be there.
It’s an open goal to translate good news stories into impactful coverage during December. After all, ‘tis the season of goodwill, so even the editors are allowed to get into the spirit.
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Sport and impact focused PR and communications agency, New Reach, has renewed its partnership with Hampshire Cricket and the iconic Utilita Bowl for a fourth consecutive year. This continued collaboration underscores New Reach’s commitment to delivering exceptional PR and media relations that has amplified profile for the club and venue, alike. Since 2022, New Reach has worked closely with Hampshire Cricket to deliver strategic media relations, innovative campaigns, and impactful storytelling that showcase the club’s achievements both on and off the pitch. New Reach has led PR campaigns including the historic solar project in partnership with Utilita, established new and improved relationships with media brands, driven global announcements and managed key media moments including media days, the signing of cricketing icon Ellyse Perry and the club’s acquisition by GMR Group. Throughout 2026, New Reach will closely align with a new-look team at Utilita Bowl, delivering PR strategy across key moments inside and out of cricket. This will include The Hundred in its new format, the stadium’s 25 year anniversary, positioning the club and venue as leaders across T20, women’s and international cricket, ongoing cricket and regional media engagement, celebrating impact in the community and placing the club’s leaders at the heart of the industry. Nick Rewcastle, Managing Director at New Reach, commented: “We’re thrilled to extend our partnership with Hampshire Cricket for another year. Utilita Bowl is one of the most exciting venues in global sport and entertainment, and we look forward to continuing to help Hampshire Cricket and the venue tell its story and connect with audiences in meaningful ways. “Every year is an exciting year at Utilita Bowl, and we’ve enjoyed working across such a variety of powerful projects and initiatives. 2026 is set to continue in that trajectory, but with some new faces internally at the club and the first full year of new ownership. We’re truly looking forward to backing the Rose and Crown again this year.” Jonathan Peace, Head of Brand, Digital and Marketing at Utilita Bowl added: “New Reach has been an invaluable partner in elevating our communications strategy. Their expertise and creativity have helped us build stronger relationships with fans and media alike, and we’re excited to see what we can achieve together in 2026.” With deep-rooted expertise in sport, media and events, New Reach crafts tailored campaigns across PR, social media and video that inspire action and create lasting impact. New Reach’s commitment to transparency and authenticity drives everything the agency does, with partnerships going beyond business; ensuring every collaboration is rooted in integrity, trust, and a shared purpose. New Reach will not compromise trust, morals or rules to profit.
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Sport and impact focused PR and communications agency, New Reach, has renewed its partnership with Hampshire Cricket and the iconic Utilita Bowl for a fourth consecutive year. This continued collaboration underscores New Reach’s commitment to delivering exceptional PR and media relations that has amplified profile for the club and venue, alike. Since 2022, New Reach has worked closely with Hampshire Cricket to deliver strategic media relations, innovative campaigns, and impactful storytelling that showcase the club’s achievements both on and off the pitch. New Reach has led PR campaigns including the historic solar project in partnership with Utilita, established new and improved relationships with media brands, driven global announcements and managed key media moments including media days, the signing of cricketing icon Ellyse Perry and the club’s acquisition by GMR Group. Throughout 2026, New Reach will closely align with a new-look team at Utilita Bowl, delivering PR strategy across key moments inside and out of cricket. This will include The Hundred in its new format, the stadium’s 25 year anniversary, positioning the club and venue as leaders across T20, women’s and international cricket, ongoing cricket and regional media engagement, celebrating impact in the community and placing the club’s leaders at the heart of the industry. Nick Rewcastle, Managing Director at New Reach, commented: “We’re thrilled to extend our partnership with Hampshire Cricket for another year. Utilita Bowl is one of the most exciting venues in global sport and entertainment, and we look forward to continuing to help Hampshire Cricket and the venue tell its story and connect with audiences in meaningful ways. “Every year is an exciting year at Utilita Bowl, and we’ve enjoyed working across such a variety of powerful projects and initiatives. 2026 is set to continue in that trajectory, but with some new faces internally at the club and the first full year of new ownership. We’re truly looking forward to backing the Rose and Crown again this year.” Jonathan Peace, Head of Brand, Digital and Marketing at Utilita Bowl added: “New Reach has been an invaluable partner in elevating our communications strategy. Their expertise and creativity have helped us build stronger relationships with fans and media alike, and we’re excited to see what we can achieve together in 2026.” With deep-rooted expertise in sport, media and events, New Reach crafts tailored campaigns across PR, social media and video that inspire action and create lasting impact. New Reach’s commitment to transparency and authenticity drives everything the agency does, with partnerships going beyond business; ensuring every collaboration is rooted in integrity, trust, and a shared purpose. New Reach will not compromise trust, morals or rules to profit.
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