When England and Northampton Saints rugby legend Courtney Lawes was awarded a testimonial year to celebrate his incredible contribution to club and country, the vision was bold: a full-scale, year-long series of events and activations to raise money for selected charities, honour Courtney’s career, and engage fans, players, and brands alike.
AMB360 was appointed as the official agency partner for the entire campaign — responsible for the brand identity, marketing, design, event production, digital build, analytics, and reporting. From designing the logo and brochures, to delivering a major 400 person event for fans at the cinch Stadium, to building a custom online auction platform, we helped deliver every element of Holding Court — end-to-end.
The challenge
Managing a testimonial year is a unique project: it blends live events, fundraising, brand partnerships, digital infrastructure, and PR — all in service of a single, high-profile individual. The campaign needed to reflect Courtney Lawes’ stature in the game, engage a wide audience (from fans to corporate sponsors), and deliver meaningful fundraising results across multiple events and channels.
With tight deadlines, moving parts, and high public visibility, the challenge was multifaceted. We had to build a visually consistent brand, produce high-quality print and digital materials, develop custom auction and ticketing software, deliver a flawless 400-person black-tie event, and ensure seamless communication and reporting to the Testimonial Committee throughout. There was no room for error.
What we delivered
Brand identity and logo design
We started by crafting a timeless and premium brand identity for the testimonial, working closely with Courtney and the committee to land on the “Holding Court” concept — a smart, elegant brand nodding to both his leadership on the field and the celebratory nature of the year. The visual identity included a logo suite, colour palette that showcased the colours associated with his legendary career, typography, brand guide, and assets for use across merchandise, digital, and print.
Brochures, print and event collateral
AMB360 designed and produced a full suite of luxury printed materials including event programmes, brochures, charity inserts, table plans, branded name cards, and fundraising literature. Each item carried the “Holding Court” aesthetic to ensure consistency across all touch points — from VIP lanyards to table menus.
Video production and content creation
To build anticipation and bring the story to life, we scripted, filmed, and edited a series of high-quality videos featuring Courtney, his teammates, and his family. These were used across the campaign’s digital channels, events, and in key fundraising efforts, helping connect with supporters on a personal level. We also produced video for all three events as a keepsake of what we a fantastic year.
Custom ticketing and auction software
A key fundraising mechanism was the online auction — but rather than relying on third-party platforms, we built a bespoke digital auction system tailored to the testimonial’s needs. The platform was designed to be mobile-first, secure, and easily managed, with real-time bidding and clear integration into the website and event timelines. We also managed ticketing modules for smaller events throughout the year.
Event management across premier venues
AMB360 led the planning, creative direction and execution of three major events as part of the testimonial year — each with its own tone, audience and logistics. At the cinch Stadium at Franklin’s Gardens, we managed a family-friendly fan event that welcomed supporters of all ages to celebrate Courtney’s career. This involved stage design, branded signage, live entertainment, and a fan engagement programme, all delivered with meticulous attention to the club’s values and atmosphere.
In contrast, we helped a luxury event management company deliver two luxury black-tie dinners — one at the Corinthia in London, and another at the historic Rushton Hall — hosting players, partners, celebrities, and VIP guests. We aided every detail of both evenings, from the guest experience design, scripting, audio-visual production, and live auctions, to the creation of bespoke branding and collateral for the evenings. These events brought together the sporting world and high-profile supporters in an unforgettable setting — and raised significant funds for the testimonial’s chosen charities.
Custom reporting and stakeholder management
Throughout the campaign, we produced detailed, bespoke reports for the testimonial committee — covering finances, engagement, ROI, ticket sales, digital performance, auction metrics, and brand reach. This gave stakeholders complete transparency and confidence in the campaign’s progress and performance.
The results
The Holding Court testimonial year was a remarkable success, bringing together a blend of sport, community, and creativity that reflected Courtney Lawes’ legacy both on and off the pitch. The campaign delivered multiple sold-out events, including a high-energy fan day at cinch Stadium and two black-tie gala dinners at Rushton Hall and the Corinthia London, which drew widespread praise for their production quality and attention to detail. The bespoke auction platform performed seamlessly, helping to raise tens of thousands of pounds for the testimonial’s selected charities, while digital content and video production extended the campaign’s reach far beyond the stadium walls. Throughout, AMB360 ensured consistent branding, professional execution, and data-driven reporting, empowering the testimonial committee to track every milestone with confidence. The year-long project not only honoured a world-class athlete, but stood as a testament to what can be achieved when creativity, strategy, and flawless delivery come together.
What the client said
“The Holding Court testimonial year was a huge success — and that’s thanks to AMB360. Their attention to detail, creativity, and ability to manage everything under one roof made all the difference. From the branding to the event itself, it was all executed to perfection.”
— Courtney Lawes, England & Northampton Saints Rugby Legend
Why it matters
This case study showcases the full breadth of AMB360’s capabilities — not just in brand and design, but in logistics, technology, and live experience delivery. Whether it’s a major event, a multi-channel marketing campaign, or a high-stakes launch, we have the team, tools, and trust to take it from concept to completion.
Let’s create something that lasts
If you’re looking for a creative partner who can deliver high-impact brand campaigns, unforgettable events, and seamless execution, AMB360 is ready. Get in touch today — let’s build something worth remembering.