The Changing Room


Debating the current trends challenging sport

We hosted an evening of lively debate with four panellists from the world of sport.
British and Irish Lions star Jamie George and racing driver Carmen Jorda were joined by Neville Koopowitz (CEO Vitality) and Peter Harding (CEO Lucozade Suntory Ribena) to discuss the changing landscape within sports sponsorship.
After a brief summary of the Lions tour to New Zealand by Jamie George,
“It lived up to everything that I’d been told it was going to be,” the panel got into a lively discussion around women in sport. Carmen Jorda spoke passionately about the challenges she faced growing up as a female driver in a male dominated sport.
“I had to fight through many things to get to the top of the sport just because of the fact I am a woman.”
Harding talked about Lucozade’s current marketing agenda and how his energy drinks brand is targeting women, before Koopowitz ended the debate with how he saw businesses needed to adapt to the changing sporting landscape.

“We need to understand and adapt to that changing consumer base because what worked for us today, isn’t going to work for us tomorrow.”
Watch CSM’s The Changing Room highlights edit here.