THE BLOG BY CPD FOOTBALL | The World of Indian football and beyond by Chris Punnakkattu Daniel

Leaders launch new brand and strategy



Leaders, the global events and networking business, has revealed a major rebrand to complement its growth strategy over the next 5 years.

The strategic rebrand, led by creative agency Brilliant Path, unifies all events and related activities under the simple master brand name “Leaders” which has a new trademarked aspirational identity.  There are a number of sub brands including “Leaders Meet” (smaller intimate gatherings where the focus is on networking) and “Leaders Insights” where reports, industry surveys and exclusive video interviews will be made available to the community.

There’s a new strap line, Worth Knowing, a play on both Leaders’ commitment to the sharing of knowledge, but also a reminder that Leaders itself has strong relationships with some of the most prominent people and organisations in the sports industry.  Additionally, the domain name has been purchased to create one centralised hub for the Leaders community, a place where all exclusive video interviews from the world’s leaders in sport will be available alongside information about all of the different events in the Leaders portfolio.

The business has been restructured to service two distinct groups in sport; those professionals involved in the business side of sport (driving results off the field) and those on the performance side (dedicated to getting results on the field of play). This division ensures that Leaders content is relevant to the audience, and that everyone in the audience at a Leaders event is relevant to one another. The rebrand allows Leaders to increase the number of sports business and sports performance events around the world, whilst retaining its distinct identity and stamp of quality. It also retains the flexibility to operate in new sectors outside of sport, such as media, technology and entertainment, to create a diverse events and networking business as it grows over the next 5 years.

Martin Bjerg, Head of Marketing and Strategic Projects at Leaders commented: “As the Leaders business continues to grow and reach new audiences, it was important to create a clear, flexible and aspirational identity that people understand and trust. With the help of James and the team at Brilliant Path, we feel we have achieved that and believe the new brand will become a mark of quality for future events in the sports business and sports performance space.”

To mark the launch of the new brand identity, Leaders have created a series of insights from some of the biggest names in world sport themed around what they themselves have learnt over the years. Please visit to see the new brand and what they said.