Lucy Basden-Smith is a seasoned professional in the sports and entertainment industry with extensive experience in partnership activation and sponsorship management. They served as a Managing Partner at Cake from 2020 to 2023 and are currently a Managing Partner at Havas Play UK. Lucy also held the position of Joint Head of Partnerships & Activation at Cake prior to their current role, and they have experience managing Olympic athletes' sponsorship deals at The Professional Sports Group from 2007 to 2011. Lucy’s career includes influential roles at Havas Sports & Entertainment, where they directed numerous accounts for major clients, and they currently hold the title of Managing Director at Fuse since 2025.
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