Druid has a longstanding relationship with Populous, the world’s leading sports architects, working with world-class stadia and arenas across Europe and the Middle East. Druid works alongside the Populous Business Planning team to develop robust feasibility studies and business plans for new sports and entertainment venues.

Druid Sport has been appointed by the Norwegian Football Federation (NFF) as an official commercial representative across China and the Indian subcontinent, supporting the federation’s international growth ambitions. Our objective is to unlock new revenue while growing NFF’s fanbase in two of football’s most important growth markets, aligned to the rising global profile of Norwegian football and its world-class talent.

To promote cycling and internationalise its prestigious brand, La Vuelta’s owner, Unipublic, teamed up with Druid Sport to create and manage the La Vuelta Desafio Beijing Changping Pro-Am cycling event. Since 2023, our China team, experts in the 360° delivery of major national and international cycling and triathlon events, has successfully worked with the local authorities of Changping, to position the city as cycling-friendly, attracting over 2,600 participants, promoting sports tourism and boosting the local economy.

Druid Sport acted as FPF’s international sponsorship sales agency, creating and delivering a global commercial programme for the Portugal National Team. We led the development of an international sponsorship strategy and package architecture, bringing multiple rights streams into a clear, market-ready offer - including sponsorship, media and betting rights — with a focus on generating significant commercial revenue.

As an official domestic partner of Paris 2024, Decathlon embraced a pivotal role in shaping the Games experience, both for the public and behind the scenes. Druid Sport brought their extensive Olympic and Paralympic experience and played a central role supporting Decathlon's journey, providing end-to-end project management for their Games partnership. We also served as a strategic advisor across the full Olympic and Paralympic lifecycle, providing ad-hoc counsel and enhancing Games readiness, we designed and coordinated the Decathlon Games-Time Operations Centre — the central hub for managing activations and real-time decisions during the event and we supported the planning and delivery of the Volunteers Uniform Distribution Centre. Druid Sport’s involvement extended through the Games and beyond, culminating in the delivery of a strategic, insight-rich post-Games report, ensuring Decathlon’s legacy and learnings continue to shape future partnerships.

Some of Decathlon's achievements from their activations:

• Over 200,000 visitors experienced the Decathlon Playground at La Villette — a free, immersive space combining sport, art, and culture during the Olympics.
• 45,000 volunteers outfitted with a custom-designed 15-piece uniform that became a visual symbol of the Games — including the now-iconic bob hat.
• 10% increase in Decathlon’s omnichannel store traffic during the Olympic Games; 6.7% growth during the Paralympics.

Druid was part of the consortium that won the contract to build and operate Yves Du Manoir, the hockey venue for the Paris 2024 Olympic Games, managing a budget of over €100m. 

Druid Sport acts as commercial consultant to Basketball Ireland, developing and executing a sales strategy across national teams, league assets, and a proposed new indoor arena.

We’ve helped secure new partnerships with brands including Nike, AIG, Mercedes, and JYSK, while also advising on naming rights and long-term fundraising for the new arena.