CEO of Invictus Games Birmingham 2027, Helen Helliwell, Outlines Vision for the Games on the “Anything but Footy” Podcast
Helen Helliwell, CEO of Invictus Games Birmingham 2027, joined hosts John Cushing and Michael Weadock on the ‘Anything but Footy: Great British Bosses’ podcast to share a powerful vision for the future of the Invictus Games – and her deeply personal motivations for leading this international rehabilitation and sporting event.
Returning to the UK for the first time since its inception in 2014, the Invictus Games will be held in Birmingham in July 2027. The city secured its bid over Washington, D.C. in a highly competitive process, with the winning announcement made in July 2023. Helen spoke passionately about why Birmingham was the ideal location for the Games, citing that “not only is Birmingham known for hosting major international sporting events,” she commented, “it also has a really close connection to our Armed Forces community.”
The 2027 Invictus Games will be the first in history to have nearly everything on one campus, centred around the NEC Birmingham. “Accommodation, opening and closing ceremonies, and the vast majority of sports will all be at the NEC, alongside a cultural programme – creating a real festival feel,” Helen explained. The 2027 edition will also introduce three new sports – pickleball, laser run, and e-sports – chosen because of their inclusivity and participant and spectator appeal and broadening the reach of the Games, creating fresh opportunities for participation. And, with no Olympic or Commonwealth Games taking place in 2027, Josh and Michael pointed out that this as a unique opportunity to place the Invictus Games centre stage in the global sporting calendar.
Throughout the episode, Helen underscored the deep impact sport can have on the rehabilitation journey. Participation helps individuals rediscover purpose, structure, and a sense of identity. Rather than focusing on limitations or past injuries, the Games celebrate capability and resilience. Helen comments how, after trauma or injury, the Games provide a unique opportunity where those competing are “part of a team again, with clear objectives and goals; wearing the flag of your country again, is all really important – it's about discovering what you can achieve, not focusing on what you have lost.”
Financial transparency and sustainability are key priorities for the organising team. Helen confirmed that there is no funding request for Birmingham City Council, and that the Games are currently working with sponsors to reduce or eliminate the need for any Government underwrite.
Helen closed with a reminder of the Games’ global relevance: while it would be ideal if events like Invictus were no longer needed, the reality is that many in the world still face life-changing injuries due to Service. Helen also took a moment to praise the ongoing efforts of the Invictus Games Foundation, which continues to support the community between Games, ensuring that recovery through sport is not a one-time event, but a continuous journey. Through its experience and leadership, the UK and the Invictus community have much to share with the world.
The full interview with Helen Helliwell is available now on the Anything But Football podcast, part of the Great British Bosses series.