BBC Sports Personality of the Year



red carpets delivered


walked the carpet in 2015


media in attendance


The BBC Sports Personality of the Year is an awards ceremony that takes place annually in December and is broadcast live on the BBC. Now in its 64th year, BBC SPOTY is one of the most prestigious television events of the year and is attended by the biggest stars in the sporting world. 

Sundae produced the red carpets for BBC Sports Personality of the Year from 2013 to 2016 – with events in Leeds (2013) , Glasgow (2014), Belfast (2015) and Birmingham (2016).

Sundae worked hard to grow the event year on year, growing press interest and presence each year, and generating mainstream coverage for the event.

(Image credit: BBC)

BBC Sports Personality of the Year 1

The Campaign

We successfully delivered four international level red carpets, the largest of which was 30ft long and accommodated 2500 guests. The SPOTY red carpet also became front page news whilst under our management, press included the front page of The Times, Daily Express, Daily Telegraph and Scottish Sun.

Sundae formed and managed a team of 30 people including spotters, chaperones, media managers and walkers, all of which managed over 100 sports stars walking down the carpet every year.

Each year, up to 140 very happy media attended the event, including women’s weeklies, key broadcasters, entertainment journalists, national newspapers, social channels and key local press. We also managed a post event press room, for journalists to watch the show live and file next day coverage.

Social and interactive content from the carpet included, 360 film, snapchat, twitter, instagram and more. Sundae also managed show cameras, the BBC red button and news channels to ensure they captured the content they needed to produce their films. Sundae also produced creative props, including perspex versions of the show logo for sports stars to hold and pose with to produce more creative content for the press.

In 2015 and 2016, Sundae worked with the BBC team to produce a live red carpet show for BBC 2 / Red Button.

Annually, we also worked with BBC Pictures to produce creative BTS content from the red carpet to extend interest and coverage.


(Images credits: BBC/Kieron McCarron, BBC Publicity)


Celebrities and sporting greats dazzle on the BBC Sports Personality Of The Year awards red carpet.

Emmeline Saunders, Mirror Online

All good events start with a red carpet reception and this was no different, as the great and the good of British sport gathered at the 12,000-seat venue in Yorkshire.

BBC Sport

Sports Personality: Lutalo Muhammad's awesome red carpet vlog - BBC Sport


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