What makes a good brand ambassador? Sports special edition

The Sun Editor, David Dinsmore, hosts Rio Ferdinand, Lawrence Dallaglio, Rebecca Adlington and Simon Oliveira, key strategist to David Beckham and brand builder to Neymar, Boris Becker, Xavi and a host of other global sports players, previously to Lewis Hamilton and Andy Murray.

Brands and sports stars have driven some of the most successful marketing campaigns of recent times but can come with reputational risk. With top sports stars now holding the same brand equity as film stars, brands are increasingly looking to sport for reflected credibility and cool.

A leading Premier League footballer and ex-England captain, one of England’s best known international rugby stars, an Olympic heroine and a strategic, brand and partnerships specialist to global superstars will be debating what it takes to be a positive brand ambassador.