London, UK: Sports communications agency Soapbox has been appointed by Channel 4 to support the broadcaster around its first-ever airing of The Boat Race.
First contested in 1829, The Boat Race stands as one of the world’s oldest amateur sporting events and remains a defining fixture in the British sporting calendar.
As part of the brief, the London-based agency will deliver strategic PR counsel in the lead-up to the race, while driving a programme of media activity across sport, lifestyle, culture and entertainment. This will include elevating Channel 4’s presenting line-up and connecting athletes and key spokespeople with new audiences.
Soapbox co-founder Andy Bell said: “We’re thrilled to be working once again with Channel 4 as it prepares to broadcast The Boat Race. Having supported the network when it first secured the rights, we’re excited to build on that momentum and take things to the next level.
“It’s a rare privilege to play a role in one of the capital’s most iconic sporting occasions, and we look forward to ensuring audiences know exactly where and how to tune in.”
Founded in 2015 by publicists Andy Bell and Rowan Wilkinson, Soapbox has grown from a single borrowed desk into one of the industry’s most sought-after sports communications agencies. Over the past decade, the team has earned a reputation for its earned-first approach, delivering strategic communications and content for leading talent, brands and rights holders across global sport. Earlier this month, agency founders Andy Bell and Rowan Wilkinson were included in the 2026 PRWeek Power Book as two of the UK’s most influential sports communication specialists.
Today, the 20-strong agency specialises in PR, content and partnerships, representing a client roster that includes Formula E, Matchroom Boxing, Professional Darts Corporation and Meta. Its talent portfolio features some of the most recognisable names in sport, including Anthony Joshua, Luke Littler, Jamie Chadwick, Billy Monger and Eddie Hearn.