About
A consultancy for the business of sport
THE SPORTS PARTNER exists to do the work that sits between the parties in sport, the work that is too strategic for an events contractor and too specific for a generalist consultancy.
The agency was founded on a simple observation. The most consequential decisions in sport are made in the space where different interests have to agree, and that space is poorly served.
Rights holders, brands, broadcasters and event organisers each have their own advisers, and those advisers are usually paid to represent one side. The agreement itself, the thing that has to hold for years, is often left to chance.
We are built for that agreement. Our work is to make the different interests explicit, to value them honestly, and to build the structure that lets them hold.
How we think about sport
Sport is a business that runs on agreement
Evidence over enthusiasm
We value, forecast and report against numbers. A campaign that cannot be measured is a campaign we will not recommend.
Both sides of the table
We have worked for rights holders and for brands, for broadcasters and for federations. The perspective from the other side is not theoretical.
Restraint as a method
We do fewer things, and we hold a position for longer. The temptation to react to every news cycle is the thing that weakens most sports brands.
What is different
Not a sports marketing agency
A typical sports marketing agency sells visibility. We sell the structure that makes visibility worth something.
We are not here to produce campaigns for their own sake. We are here when a decision has to be made, a deal has to hold, or an event has to be delivered against a real deadline.
The difference shows in the work. We write shorter proposals, we price against outcomes, and we are willing to tell a client that the thing they asked for is the wrong thing.
