soapbox Rebrands for Next Chapter, Emphasizing ‘Earn It’ Philosophy in Sports Communications
Soapbox, a leading sports communications agency, has unveiled a significant rebrand and launched a redesigned website as it approaches its 10th anniversary. This evolution signals a broadening of services and a reinforced commitment to its core principles of earned media, cultural relevance, and impactful storytelling.
A Decade of Growth and innovation
Founded in 2015 by Andy Bell and Rowan Wilkinson, Soapbox has rapidly grown into a team of 20 specialized professionals. Initially focused on public relations, the agency now encompasses comprehensive communications, dynamic content creation, strategic partnerships, and a dedicated production arm – SBX Studios. This expansion reflects a proactive response to the evolving needs of the sports industry.
The rebrand isn’t simply a cosmetic update; it’s a statement of intent. Soapbox is doubling down on what sets it apart: a dedication to earning, not buying, attention and influence. This “Earn It” proposition is now central to their approach.
What Does ‘Earn It’ Mean for Your Brand?
The “Earn It” philosophy extends beyond securing media coverage. It permeates every aspect of Soapbox’s work, including:
* Editorial Insight: Rooting narratives in genuine understanding of the sports landscape.
* Trusted Relationships: Leveraging a robust network of media contacts and industry influencers.
* Strategic Counsel: Providing data-driven guidance to maximize impact.
* Purpose-Driven Storytelling: Crafting narratives that resonate with audiences on a deeper level.
* Creative Content: Producing engaging content that captures attention and drives conversation.
Essentially,Soapbox aims to help your brand earn more than just headlines - thay strive to build lasting credibility and influence.
A Stellar Client Portfolio & Industry Recognition
soapbox boasts an remarkable roster of clients,including major players like Formula E,Matchroom Boxing,the Professional Darts Corporation,and Meta. They also represent some of the most recognizable names in sports, such as Anthony Joshua, Luke Littler, and Jamie chadwick.
This success hasn’t gone unnoticed. Recent accolades include:
* Recognition in PRWeek’s Top 150 Agencies.
* Shortlisting for agency of the Year at the 2025 Sport Business Awards.
* The appointment of James Clifford earlier this year, bolstering the agency’s leadership.
These achievements demonstrate Soapbox’s consistent delivery of high-quality results and its position as a thought leader in the industry.
Leadership Perspectives on the Rebrand
“We deliver resonant, authentic storytelling rooted in editorial insight, powered by trusted relationships, strategic counsel, and a bold, driven team,” says Andy Bell, Managing Director and Co-Founder of Soapbox. “Our ‘Earn It’ proposition goes beyond media coverage; it shapes how we approach content,ideation,and influencer collaborations. We haven’t just earned media; we’ve earned influence, credibility, and a reputation as one of the most forward-thinking agencies in sport today.”
Rowan Wilkinson, also managing Director and Co-Founder, adds, “It’s been an incredibly exciting time for the agency, and as we celebrate 10 years, our rebrand sets our intentions for the next 10. It’s about evolution, not reinvention. The new look reflects the expansion of our services and ecosystem. We’re doubling down on what makes us unique: our earned editorial excellence, creative storytelling, and our ability to earn attention, results, and trust.”
Looking Ahead: Soapbox’s Vision for the Future
The rebrand signifies Soapbox’s commitment to continued innovation and growth within the sports communications landscape. By prioritizing earned media and authentic storytelling,they are positioning themselves – and their clients – for long-term success. You can expect to see continued investment in SBX studios and a further expansion of their service offerings.
Evergreen Section: The Power of Earned media in Sports
In today’s saturated media environment, simply having a message isn’t enough. you need to earn the attention of your target audience. Earned media – coverage gained through compelling content, strategic relationships, and genuine brand value – is far more impactful than paid advertising. Why? Because it carries the weight of third-party validation. Consumers are more likely to trust information from a respected
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