Steve Dews has been appointed Innovation Director at Limelight Sports, the agency of the Active World. Dews, who has been at the agency for 9 years, will be responsible for the creation of innovative technology solutions for clients, as well as further developing the businesses’ digital capacity and innovation culture. Katherine Daly has been promoted to Head of Campaign Technology, managing the delivery of all digital solutions for Limelight Sports’ clients.

Dews joins a newly created senior team which also includes Creative Director James Hogben and Director of Strategy and Insight Rick Jenner. This team will spearhead the agency’s drive to develop new brand relationships, creating insight-led marketing ideas and campaigns for current and prospective clients to engage their audiences through active experiences.

Limelight Sports has extensive experience of delivering exceptional sports marketing campaigns for major brands such as Nike, Fitbit and J.P.Morgan. As the sector has continued to grow and attract increased numbers of participants and more leading brands, Limelight has increased its range of services. The creation of this senior three person team signals Limelight’s continuing drive to be at the forefront of innovation, allowing brands to capitalise on the unique properties of participation sport.

Steve Dews said, “I am extremely excited about the new role and being part of this new team which will be focusing on delivering even better results for major brands looking to maximise their returns from their involvement in mass participation sporting events. The participation sports sector is unique and offers some very exciting opportunities through digital platforms and data which we can now take advantage of and fully exploit on behalf of our clients”.


Limelight Sports recently took over the running of three of the UK’s leading participation events from IMG – the London Triathlon, Blenheim Palace Triathlon, London Duathlon and Etape Caledonia. The new team will be developing these brands and experiences including some major innovations for a new title sponsor for the London Triathlon from 2019.

Limelight Sports CCO, James Robinson, commented, “The creation of this team to spearhead our development of innovative and creative solutions is another significant step forward in the development of Limelight Sports. The potential for the mass participation sector is huge and still relatively untapped, and Steve’s appointment will enable to unlock a greater range of partner benefits and offer an even better and wider level of service to our growing client base”.

Adam is the co-founder and editor of Adam, a technology evangelist also organises Event Tech Live, Europe’s only show dedicated to event technology and the Event Technology Awards. Both events take place in November, London.