Lucy Basden-Smith


Business Director, Cake a Havas Sports & Entertainment Agency
Lucy has over 10 years’ experience in the sports and entertainment industry. Having been with Havas Sports & Entertainment Cake since 2011, Lucy specialises in brand partnerships and activation and has worked on many of the agencies biggest sponsorship activations.

For the past four years, she has been the lead partnerships director across EE and their sponsorship of Wembley Stadium, Glastonbury and BAFTA. Working on experiences like The Wembley Cup for the last 4 years at Wembley Stadium and Power Bars at Glastonbury for EE. As well as production campaigns for other brands like the FIFA World Cup Trophy Tour 2014 for Coca Cola, The Powerade Sports Academy in 2012 and Doom Bar with the 2017 Lions Tour.

Previous experience includes athlete management for Olympians including Tom Daley, Victoria Pendleton, Fran Halsall and Matthew Pinsent. Liaising closely with governing bodies like British Swimming, British Cycling and British Rowing.