Previously a biannual charity event, the Sport Relief brand has evolved to become an all-year-round charity fundraiser for the first time. The announcement that Sport Relief will become the official partner for the Birmingham 2022 Commonwealth Games also coincides with the brand’s 20^th anniversary this year.

The seamless partnership combines both the brand’s passion for sport and supporting local and global communities. Samir Patel, chief executive of Comic Relief, says, “2022 marks 20 fantastic years of Sport Relief and the start of our exciting journey to develop and expand this brilliant campaign which taps into the power of sport and the role it plays in our popular culture.”

The launch video uses historic footage from a variety of fundraisers in its 20-year history as bold text flashes on screen announcing that ‘Now it’s back but this time it’s here to stay using the power of sport to change lives. All year round.’  

Fast passed clips and music that builds in tempo works to generate excitement about the upcoming year. The new partnership will see public and high-profile events and activities throughout the summer and in the run up to the Commonwealth Games.

Sport Relief content is set to be broadcast on the BBC throughout the duration of the games, using video to raise awareness and encourage donations. The money will be used to help tackle social issues across the world and in the UK, including mental health, gender equality, and supporting young people to reach their potential.

Baroness Tanni Grey-Thompson, the Commonwealth Sport Foundation vice chair, Commonwealth Games athlete and Paralympic champion, says, “The 2022 Commonwealth Games will be the biggest major sporting event the UK has hosted in over a decade and this partnership with Sport Relief provides a special opportunity to create a lasting impact and legacy from the 11-day competition.”

The Birmingham 2022 Commonwealth Games will be held from 28 July until 8 August.