Event Global content brand

A sporting contest like no other, Icons Series brings together twenty four of the world’s most decorated sporting greats in a Ryder Cup style head-to-head.


Twelve icons picked from a roster of world-renowned athletes make up the teams, each team captained by a golfing great from the professional game. The series itself kicks off with three world class destinations starting in February 2022. Our task: to create a brand that captures the excitement and glamour of the Icon Series, tell our story to sports lovers and engage TV and social channels the world over.


  • Strategy
  • Insight
  • Identity
  • Tone of voice
  • Art Direction


Our ambition was big, ‘To Unify the Sporting World’, a strategy born out of clearly defined values and behaviours. Primarily, a ‘content brand’, everything we created needed to perform as a digital asset first. From logo identity, to full brand guidelines and messaging, we applied a brutal, single-minded simplicity that matched up to the stature and ambitions of this global sporting event.

BEAR were invested in our project. Everything they delivered was geared towards helping our business grow. We are delighted not only with fantastic brand design but also the strategic advice and care they imparted every step of the way.

Thomas Brookes,
Founder & CEO


Watch this space! We can’t say too much but big news is on the horizon. Besides the many sporting icons already taking part, there are new venues and big hitting brand ambassadors confirmed. 2022 here we come!