CEO Helen Helliwell Rallies Business Leaders to Back Invictus Games Birmingham 2027 at Going4Gold Event
On Thurs of this week, businesses across the West Midlands were inspired as Helen Helliwell, CEO of Invictus Games Birmingham 2027, delivered a compelling call to action at the prestigious Going4Gold event, where organisations gathered to reaffirm their support for the Armed Forces community. Speaking to an audience of companies already committed to the Armed Forces Covenant, Helliwell praised their dedication and emphasised the unique opportunity ahead as the Invictus Games prepare to return to the UK in 2027.
"The Armed Forces community is built on resilience, teamwork, and service – qualities that define not just those who have served, but also the businesses and partners that stand beside them," Helen remarked. "The Invictus Games is a celebration of that spirit, and together, we can create something truly transformational."
As anticipation builds for Birmingham 2027, Helen underscored the Games’ deeper purpose, solidifying that "it's more than sport. It’s about rehabilitation, resilience, and rebuilding lives”. The Games’ powerful narrative was further brought to life through a short film, reminding attendees of the extraordinary stories of Service personnel and veterans who have overcome life-altering injuries and adversity.
Beyond financial support, Helliwell stressed the importance of businesses acting as advocates for the Games and the Armed Forces community: "You have the ability to amplify our message – within your industries, across your networks, and in your communities. Advocacy is vital, and by sharing the Invictus story, you help inspire, connect, and drive change." She also outlined opportunities for organisations to engage through Value in Kind partnerships – offering services, skills, and products – alongside sponsorships and broader collaborative initiatives and employment opportunities for the broader Invictus community. But the heart of her message was clear: businesses can be powerful champions.
In a significant moment, Helen announced that she, together with Brig Tim Symonds OBE and Air Cdre Adam Sansom, would formally sign the Armed Forces Covenant on behalf of Invictus UK 2027. By doing so, the organisation reaffirmed its deep commitment to those who serve and have served, proudly joining over 12,000 organisations that already pledged their support to the Armed Forces Covenant – a powerful demonstration of the Games’ alignment with the Armed Forces community.
Closing with a forward-looking message, Helen urged businesses to see the Invictus Games Birmingham 2027 as more than a single event, but an opportunity to create lasting, meaningful impact to both those who have served, but also to Birmingham and the wider region itself. "This is about creating a legacy of recovery and opportunity, starting today.” She urged, “this is your moment to be part of something bigger."
As the event wrapped up, conversations buzzed with excitement about how businesses could step forward to support the Games and help shape a movement built on courage, recovery, and collective pride, all united with a shared goal to make the Invictus Games Birmingham 2027 games something to remember.
For more information on Invictus Games Birmingham 2027 and partnership opportunities, please reach out to john.carpenter@invictusgames2027.org