Tanya Rabin
Director of Commercial, Marketing and Communications
Hi, my name is Tanya Rabin and I’m London Sport’s Director of Commercial, Marketing and Communications. I oversee our consultancy services and commercial partnerships as well as overseeing our events programme and ensuring the impactful delivery of our marketing and communications efforts.
Previously, I’ve helped brands including Lloyds Bank, Aviva, TSB, Coca-Cola, Samsung and Reebok to maximise their investment in a range of commercial and purpose-led partnerships and engage multiple audiences through creative marketing communications campaigns. I’m passionate about the power of sport and physical activity to improve lives, and outside of work when I’m not out running or walking the dog, I’m ferrying my son to his many sporting activities.
Give us a brief overview of London Sport as an organisation in general and your approach to sponsorship and partnerships specifically.
London Sport exists to make London the most physically active city in the world. We believe physical activity and sport has the power to change lives for the better, enabling all Londoners to live happier, healthier lives. It is an ambitious goal and it underpins everything we do, but it’s not a goal that we can, should or want to achieve alone – which is why we’re always looking to work in partnership with other organisations including sports leaders, local sport providers and commercial companies.
Through our partnerships we support the sector to innovate and explore new ways to tackle inactivity across the capital and to achieve the goals set out in our new LDN Moving strategy. Our consultancy services provide the opportunity for partners to commission bespoke projects, ensuring they are equipped with the latest insights and tools to reach our shared objectives.
As leaders in this space, we also inspire the sector through our annual Active London conference, and celebrate the achievements of those making a difference through the London Sport Awards – both of which are delivered with the support of our fantastic commercial partners.
What are some recent brands/sponsors you’ve worked with, and what opportunities do you have in the near future?
London Sport provides the perfect platform for meaningful partnerships with brands to grow and develop. We pride ourselves on creating partnerships that go beyond simple logo placement, by engaging clients in innovative projects and events with Londoners’ lives truly at the heart of our vision.
For example, we’re currently working alongside Chipotle as part of our ‘We Are Not Spectators’ campaign. Together we are recognising the hard work of London’s volunteers and coaches through our monthly ‘Chipotle Community Champion’ campaign, and we are supporting Chipotle to further engage with the local communities near their stores through fundraisers and events.
Our flagship event is the London Sport Awards which, for the second year running, is being supported by City of London Corporation. We’re delighted to be hosting the Awards at their venue, the Guildhall, but have lots of opportunities for other brands and sponsors to get on board to show their support for grassroots physical activity and sport.
The Awards attracts hundreds of guests from right across our sector and will be a fantastic occasion to end the year, shining the spotlight on the unsung heroes who have helped Londoners keep moving over the challenging past 18 months.
Can businesses enter the London Sport Awards?
We’d welcome nominations from ESA members, particularly in the Business Contribution category where we recognise businesses driving powerful impact through their investment in London’s grassroots sport and physical activity sector. The nomination deadline for the London Sport Awards is 15 July.
Community physical activity and sport cannot operate in isolation and support for the sector from businesses has been more important than ever during COVID-19. We want to recognise the contribution made by commercial organisations of all sizes to community sport, whether that’s through practical support, advice and mentorship, collaboration or investment.
What is your consultancy offering? Tell us about some of this work
London Sport Consultancy offers the opportunity for sector or corporate partners to commission bespoke project work that taps into four core areas of our specialist expertise: insight, funding, digital marketing and technology.
Over the past five years we have worked with over 40 clients to inform their work and, due to our core remit, we are able to continue to support post-project to ensure recommendations are implemented, funding is sourced or tech and digital solutions are impactful.
Our recent projects include research for the Port of London Authority into the future of water sports on the South East’s ‘blue’ spaces; research to help providers better engage with women and girls in East London; community consultation for The City of London Corporation; a digital behaviour change campaign in partnership with Sport England and Our Parks to drive participation among inactive adults; and delivery of funding workshops for Laureus.
We pride ourselves in delivering high-quality projects for maximum impact on the lives of Londoners and their ability to be active.
What makes London Sport unique?
The unique aspect of London Sport is that, as a charitable organisation, any money we receive via sponsorship or consultancy work is invested directly back into the physical activity and sport sector in London. We work directly with organisations across the capital to support less active adults to increase their levels of activity and help children and young people to form a positive physical activity habit for life.
We know that for every £1 invested in sport and physical activity in London, £1.48 worth of social value is generated for individuals and society. These benefits cover everything from physical wellbeing and mental wellbeing to individual development and social development in the community.
Investment into physical activity and sport changes lives for the better and London Sport is proud to advocate for greater access to physical activity and sport for all Londoners as we strive to ensure our capital is the most active city in the world.
Visit the London Sport website for more information.