Soapbox Rebrand: Celebrating 10 Years of Impact

Soapbox Rebrands, Launches New Website Ahead of Decade Milestone

A leading sports communications agency, Soapbox, has unveiled a comprehensive company rebrand and a new website as it approaches its 10th anniversary, signaling a period of important growth and expanded service offerings.

Soapbox, founded in 2015 by Andy bell and Rowan Wilkinson, has evolved from a startup to a team of 20 specialists. The agency’s transformation reflects a broadening scope of services encompassing communications, content creation, strategic partnerships, and the growth of its in-house production studio, SBX studios.

Did you know? – Soapbox’s founders, Andy Bell and Rowan Wilkinson, initially launched the agency with a focus on public relations for motorsport events before expanding into broader sports communications.

Embracing the ‘earn It’ Philosophy

At the heart of the rebrand is a new core proposition: “Earn It.” This strategy emphasizes the importance of earned media, cultural relevance, and purpose-driven storytelling in a rapidly evolving media landscape. According to a company release, the “Earn It” philosophy extends beyond simply securing media coverage, influencing content strategy, ideation, and collaborations with key influencers. “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,” one senior official stated.

A High-Profile Client Roster

Soapbox boasts an notable client portfolio that includes prominent names in the world of sports and entertainment. Current clients include Formula E, Matchroom Boxing, the Professional Darts Corporation, and technology giant Meta. The agency also represents a diverse roster of athletic talent, featuring boxing superstar Anthony Joshua, darts sensation Luke Littler, and racing driver Jamie Chadwick.

Pro tip: – Earned media, the focus of Soapbox’s rebrand, generally provides higher credibility with audiences than paid advertising due to its perceived objectivity.

Industry Recognition and Future Growth

The rebrand follows the appointment of James Clifford earlier this year and recent recognition from prweek, which ranked Soapbox among its Top 150 agencies. Further demonstrating its industry standing, the agency has also been shortlisted for Agency of the Year at the 2025 Sport Business Awards.

“The agency, and as we celebrate 10 years, our rebrand sets our intentions for the next 10,” said a co-founder. “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.”

The agency’s commitment to delivering “resonant, authentic storytelling rooted in editorial insight” positions it for continued success in the dynamic world of sports communications.

Reader question: – How do you think the increasing importance of social media will impact agencies like Soapbox and their “Earn It” strategy?