Sport Industry.biz: It's time to make PR accessible

Sport's charities and grassroots organisations will play a vital role in getting the nation active again as restrictions lift. Nick Rewcastle, Managing Director of New Reach PR, told Sport Industry Group about how the PR industry needs to step up and ensure their stories are told. 

Times have been tough across all sectors, but the last year has been damaging to the charity sector, and has set up a worrying future.

Significantly, in the third sector, one in five charities are now considering downsizing as a result of the pandemic, with 17% exploring closing down some, or all, of their offices. 

The impact that the pandemic would have on charities was clear right from the start, with news headlines estimating billions of pounds worth of funding gaps within weeks of lockdown.

Sport’s positive impact on the charity sector was also brought into the spotlight with the cancellation of mass participation events - such as the London Marathon - creating eye-watering figures of lost revenue for charities.

There is light at the end of the tunnel with major events set to return this summer and beyond, but the mass reach of sport did manage to fill some of the shortfall in the meantime - and it shows the power that sport has to unite people behind a cause.

Share via:

by Nicholas Rewcastle 20 February 2026
Team of the Week - 20.02.26
by Nicholas Rewcastle 13 February 2026
Team of the Week - 13.02.26
by Nicholas Rewcastle 13 February 2026
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.
by Nicholas Rewcastle 6 February 2026
Team of the Week - 06.02.26
by Nicholas Rewcastle 30 January 2026
Team of the Week - 30.01.26
by Nicholas Rewcastle 23 January 2026
Team of the Week - 23.01.26
by Nicholas Rewcastle 16 January 2026
Team of the Week - 16.01.26
by Nicholas Rewcastle 13 January 2026
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.
by Nicholas Rewcastle 9 January 2026
Team of the Week - 09.01.26
by Nicholas Rewcastle 19 December 2025
Team of the Week - 19.12.25