Lucy Basden Smith is Managing Director at Fuse, the global sport and entertainment marketing agency within Omnicom Media Group. With over 18 years’ experience across sport, culture and entertainment, Lucy has built a strong reputation for delivering culturally relevant partnerships that drive meaningful brand and commercial impact.

She has led some of the industry’s most high profile national and global partnerships, including EE x The Home Nations, BAFTA, Glastonbury & Wembley Stadium, Defender x Rugby World Cup 2022 and 2023, Barclays x ATP Finals, and Powerade at the Olympic Games. Her work has involved close collaboration with world leading rights holders such as MLB Europe, Arsenal, Premiership Rugby, World Rugby and The Women's RWC 2025.

At Fuse, Lucy plays a central role in shaping the agency’s strategic direction, spanning new business, client growth, talent development and innovation. Her focus is on delivering insight led, creatively ambitious and measurable work, aligned to Fuse’s global proposition: Culturally Connected, Seriously Effective.