The 2.6 Challenge: An Open Letter to the Sport Industry

22 Apr 2020

By: Sport Industry Group

Ahead of the 2.6 Challenge, taking place on Sunday 26th April 2020, former international athlete, pioneer of the UK sport marketing industry, and founding agency head Alan Pascoe has penned an open letter to the sport industry in which he asks individuals and businesses across the sector to get involved, take part, and help save the UK's charities.

The 2.6 Challenge takes place on the original day of the London Marathon - which raised £67 million for charity in 2019 - and asks the public to perform a task related to the number and to donate to a charity of their choice.

Dear sport industry,
The 2.6 Challenge has been created by our friends in the sport industry with a campaign to Save the UK’s charities through inspiring activity and inspiring fundraising across Great Britain (while keeping to governments social distancing rules!!).
With the postponement of the London Marathon on Sunday, the team have created a national event for all ages and abilities (for all UK charities) with a target to raise £67million – the equivalent of what would have been raised at the marathon. The campaign starts on and from Sunday 26th April.
It’s called the 2.6 Challenge – Save the UK’s Charities.  People can do any challenge related to 2.6 or 26 or even 260.  Some are exercise related, some dancing, we’ve got someone picking out 260 weeds! The website is
Co-Chairs of the 2.6 Challenge are getting involved, with Nick Rusling of Human Race hopping 2.6km for Cure Leukaemia and Women in Sport while Hugh Brasher of London Marathon Events is skipping 26 times x 26 for Prostate Cancer.
The 2.6 Challenge has got full BBC and national media support, big business behind it across multiple industries, celebs and sports stars including Andrew Strauss, Dina Asher Smith, Seb Coe, Matthew Pinsent, Joanna Rowsell, Dame Tanni Grey Thompson,– plus thousands of charities all trying to harness the movement to get donations urgently into their accounts.
Our ask is simple:

  • Get involved yourselves with your families
  • Get colleagues (working or Furloughed) to join you
  • Invite clients and suppliers to join in – it’s a great way to have a positive conversation with them

A marketing tool kit is available here.
The key action we want the UK public to do; is to either set up a fundraising page through Virgin Money Giving or Just Giving using the 2.6 Challenge idea and start fundraising. Alternatively we would love them to donate to the charity of their choice. 
Through this campaign we can show a united sports industry, and inspire a United Kingdom into activity and fundraising like never before.
Keep well and please put your maximum effort, with all your contacts, behind the Challenge to show the strength of our industry and what we can achieve in a national crisis.
I hope you and yours are all keeping safe and well,