Rebecca Dance-Shuker

Building Legacy Through Sport

Empowering organizations and communities to create meaningful, lasting impact through sport, sustainability, and social purpose.

Rebecca Dance-Shuker

Trusted by global organizations to build meaningful legacy through sport.

With over 25 years of experience, I bring world-class expertise at the intersection of sport, physical activity, sustainability, and social impact—proving that movement has the power to transform lives and communities.

From Premier League clubs to global NGOs, national governments to grassroots initiatives, I’ve led strategies across continents and cultures. Now rooted in the Middle East, I combine deep regional insight with global perspective to deliver purpose-driven change that lasts beyond the field of play.

My Perspective

Sport, for me, has never been about the spectacle. It’s about people. About identity, opportunity, access and belonging.

I believe in using sport to serve – especially to those who live with the issues we aim to solve.

Too many programmes are short-term. Too many strategies are top-down. What I have learned (especially through community and grassroots work) is that true impact happens when we build with people, not for them.

I bring experience, insight and the ability to connect strategy with humanity. I bring the willingness to challenge outdated models and the commitment to build what comes next.

my journey

My journey in sport began long before I had a title for it. From local clubs to international programmes, my belief in sport’s ability to level the playing field and reach those who are side-lined has fuelled my passion for change.

GLOBAL EXPERIENCE

I’ve worked across the UK, Hong Kong, the Middle East and Asia-Pacific, creating and leading programmes, building partnerships, Go to Market strategy and influencing policy.

PARTNERSHIPS

I launched and led Laureus Sport for Good’s Asia-Pacific office, developed multi-million-dollar partnerships with UBS, AIA, Cathay, as well as HNWI and delivered legacy-driven programmes for global market events including the Hong Kong Sevens and Inter Miami FC’s Asia Tour 2024 with David Beckham and Lionel Messi.

GOVERNMENT

I served as CEO of a UK disability rights charity post-London 2012, advocating for inclusive government sport policies which helped reshape funding frameworks to embed accessibility and equity as core elements.

I advised the British Chamber of Commerce and Consulate on Sport and Social impact policy change and contributed to the Hong Kong CEO’s policy address from 2020-2023 serving as the chair for the Social Sustainability Committee.

STRATEGY SUCCESS

My work today spans advisory, mentoring and speaking; supporting organizations and individuals who see sport and physical activity as more than entertainment. I focus on legacy strategy, Corporate Social Responsibility planning and implementation, ESG integration and purpose-led leadership in sport.

My Values

Purpose with Legacy and Impact

I believe in driving progress through strategies that create lasting, meaningful change – beyond short-term wins or campaigns.

Empowerment through Mentorship

I am committed to mentoring non-profits, emerging leaders, and championing women in sport – ensuring diverse voices shape the future of the industry.

Community-Led Transformation

I support communities in leading their own change through access, agency, and physical activity – placing people at the heart of every initiative.

Unlocking Corporate Purpose

I help organizations reimagine their role in sport and wellness, unlocking shareholder value through ESG, CSR, and purpose-led innovation.

Rebecca Dance-Shuker

My Focus

I advise C-suite executives, boards, governments, and third sector on how to embed purpose, social impact, and long-term legacy into their strategy – using sport, physical activity.

My work is rooted in the belief that sport is more than a game – it’s a platform for systemic change. My focus areas reflect the themes I’ve lived and led throughout my career:

Legacy planning for major sporting events and facilities
Developing and advising on go to market strategy specialised in ME & APAC markets
International business development and strategy
Embedding ESG, CSR, and DEI frameworks into organisational models
Grassroots sport development and social inclusion programmes
Governance, leadership, and capacity building in federations and non-profits
Mentoring next-gen sport and social impact leaders
Connecting people in sport for the wider societal benefit

Speaking, Media & Collaboration

I’m passionate about sharing ideas that spark meaningful change and elevate the role of sport as a force for purpose, equity, and impact.

Whether on stage, in the media, or behind the scenes, I bring strategic insight, global experience, and a deep belief in the power of sport to every conversation.

Topics I speak on include

I’m available for (and enjoy)

Let’s Create Impact Together

Partner with Rebecca to design purpose-driven strategies, inspire change, and build legacy through sport.

To collaborate or invite her to speak, reach out directly at rebecca@s-inc.world

Let's Work Together

Address

Meydan Grandstand, Meydan Road, Nad Al Sheba, Dubai, UAE

PHONE NUMBER

+ 971 52 1611978

EMAIL ADDRESS

rebecca@s-inc.world

Contact us

Rebecca Dance-Shuker