Winning: Norwich’s great sport stories.

What sport teaches us about storytelling, community and collaboration.

In our latest event, Brandland partnered with UEA Sportspark to celebrate 25 years of bringing people together through sport. The evening brought three very different perspectives on sporting stories. From global campaigns to grassroots community moments with one unifying thread: authenticity.

Chasing the Moment

Ryan Mason, co-founder of Glory opened up the evening sharing his perspective of ten years of photographing football's most compelling stories from behind the lens. From the remote beauty of the Faroe Islands to the chaos of Hamburg's promotion celebrations, Ryan and co-founder Lee have built Glory's brand on being exactly where the story is happening.

His account of running onto the pitch as Hamburg fans stormed the field, perfectly encapsulated what separates good sports storytelling from great: you have to be willing to get in the middle of it. Ryan shared five key learnings from a decade of Glory, each rooted in the same principle: be there, be authentic, and trust the story to reveal itself.

The photos don't just document moments, they capture what it feels like to be part of them.

The Power of Real Stories

Greg Hackett, founder of Spindle shared his journey, from a guy with a backpack and a camera to directing Adidas's 'Hey Jude' campaign and running one of the most creative film agencies in Europe right now.

Spindle’s 2024 Adidas campaign Hey Jude was a true masterclass in authentic storytelling that had profound measurable and creative impact. Greg talked us through how the process unfolded, the nuances of working on a global campaign for Adidas and how his background in storytelling led to the advert being a huge success.

25 Years of Community

Phil Steele premiered the Sportspark's brand new film, offering a glimpse into the stories that have defined 25 years of the venue. It wasn't about facilities or statistics – it was about the people who've walked through those doors. The triumphs, the community, the moments when sport became more than just exercise.

Sportspark's milestone isn't measured in years but in the countless individual stories of participation, inclusion, and community it's enabled. Phil's reflection reminded us that the most powerful sports stories aren't always the ones that make headlines, sometimes they're the quiet ones that change a single person's relationship with movement, health, or belonging.

Beyond the Pitch

The panel discussion that followed explored a crucial question: how do we move from inviting people into sport to making them feel they genuinely belong?

Whether it's Greg ensuring campaigns reflect real fans, Ryan capturing the unscripted emotion of the moment, or Phil opening Sportspark's doors to all abilities, each approach recognises that inclusion isn't about permission. It's about recognition. It's about seeing yourself in the story being told.

The evening reinforced something Norwich does particularly well: we understand that great sports stories aren't just about winning. They're about community, authenticity, and the moments that connect us.

Norwich's Maverick Spirit

From global Adidas campaigns to grassroots participation, Norwich continues to punch above its weight in how we think about, create, and share sporting stories. Our do-different spirit means we're not afraid to keep things real, to chase the moment, and to put people at the heart of every story.

Thank you to Greg Hackett, Ryan Mason, and Phil Steele for an inspiring evening. And a special congratulations to UEA Sportspark on 25 years of bringing people together.

Here's to the next chapter of Norwich's great sport stories.

Photography: Charlotte Gray