The Secretary of State for Culture, Media and Sport is seeking advice on how to maximise the economic and soft power benefits of the UK.
The joint DCMS/FCDO Soft Power Hub works to ensure there is a coordinated cross-government approach to the Soft Power agenda, including by supporting the Soft Power Council, which was established in 2025.
In addition, the UK’s major event sector has a world-leading reputation, with the potential to deliver significant economic impact and associated soft power benefits - in terms of trade and investment, associated infrastructure, boosted tourism and domestic spend, as well as increased global influence and wider socio-economic benefits.
Lord McConnell will be responsible for providing expert advice personally to the Secretary of State on how to maximise the benefits related to these issues and DCMS’ related objectives, in collaboration with senior civil servants, other advisers and Ministers engaged in harnessing soft power assets and supporting major events in the UK.
Duration
The initial appointment will be for a 12 month period. There will be an opportunity to extend this but there is no presumption of extension or reappointment. Any reappointment or extension of Lord McConnell’s appointment will only be made with agreement by the Secretary of State for Culture, Media and Sport. In the event of a change in government, the post would be terminated by default.
The role requires a maximum commitment of 2-3 days per month, allowing it to be undertaken alongside other professional commitments. Some months may require more or fewer days.
Any potential conflicts of interest (perceived or actual) must be declared to DCMS and will be considered as part of the appointment process.
During the first month, Lord McConnell will agree on roles and responsibilities, identify priorities and develop a work plan for the remainder of their initial 12-month tenure. The appointment will begin on 18 May 2026, for one year.
Role Specification
Lord McConnell will be responsible for providing expert advice personally to the Secretary of State on how to maximise the benefits related to these issues and DCMS’ related objectives, in collaboration with senior civil servants, other advisers and Ministers engaged in harnessing soft power assets and supporting major events in the UK.
This advice will cover:
- how best to maximise DCMS’ contribution to the delivery of the UK's Soft Power agenda and harness the global influence of DCMS sectors to increase trust in and attractiveness of the UK;
- the identification of economic and soft power opportunities presented by the current pipeline of major cultural, sporting, ceremonial and business events;
- how best to convene relevant partners in order to capitalise on these opportunities, engaging with host cities and local authorities, Devolved Governments, other UK Government Departments (including FCDO and DBT), funding partners including Arms Length Bodies, and the major events sector more broadly;
- how to ensure the wider socio-economic benefits of events are optimised, measured and can inform future funding cases for major events;
- how the Government can provide a more strategic approach to the UK’s major events sector (including consideration of how to leverage the role of the Soft Power Council and DCMS’ Sport Diplomacy Strategy) - to maximise the opportunities across the sector to drive economic growth, create good jobs, project soft power, empower communities, and generate wider social value and cohesion - across the country; and
- recommendations for how the UK Government can better identify and create these opportunities into the future, beyond the current pipeline of secured events.
Remuneration
This role will be remunerated at £500 for each day worked for up to 3 days a month. Reasonable expenses will be reimbursed by DCMS.
Governance and Ways of Working
Lord McConnell will be supported by civil servants working in the DCMS Major Sporting Projects Delivery, Media and International, and Project Delivery and Major Events directorates. The department will provide administrative support, coordination of meetings and engagements, and access to relevant research, data and policy advice to enable effective delivery of the role.
Conflict of Interest
Any potential conflicts of interest (perceived or actual) must be declared to DCMS and have been considered as part of the appointment process.