Who we work with
Built for five audiences
The agency is organised around the people we actually work for. Each audience has a different relationship with the sport, and a different reason to bring in outside help.
01
Clubs and federations
Sponsorship has moved from something built on personal relationships and contacts to something built on data and a defined strategy. Clubs bring in outside help for commercial strategy and sales, specialist recruitment for roles on and off the pitch, and the legal structuring of sponsorship and image rights agreements. Federations lean on outside support in three areas in particular, governance review and improvement, digital transformation of membership, competition and compliance systems, and strategic advice on growth and broadcast rights value.
- Sponsorship strategy, sales and rate card construction
- Specialist recruitment for roles on and off the pitch
- Legal structuring of sponsorship and image rights agreements
- Governance review and improvement
- Digital transformation of membership, competition and compliance systems
- Strategic advice on growth and broadcast rights value
- Data and analytics to support commercial and competition decisions
02
Brands and sponsors
Brands rely on outside expertise to identify the right rights holder to partner with, to negotiate terms that protect their intellectual property and brand integrity, and to activate a partnership so it delivers more than visibility, extending into fan experience, content and measurable commercial return. Outside data and analytics support is increasingly part of the work, turning audience and performance data into the evidence behind renewal and pricing decisions.
- Identification of the right rights holder to partner with
- Negotiation of terms that protect intellectual property and brand integrity
- Activation across fan experience, content and commercial return
- Measurement of the partnership against agreed objectives
- Data and analytics behind audience reach, pricing and partnership value
03
Event organisers
This is where outside delivery support is most complete. The complexity is high but temporary, so building a permanent internal team rarely makes sense. External delivery partners are the norm in this part of the market rather than the exception. Data and analytics now sit behind most of it, from ticketing demand to audience insight, and the systems that run the event are more often digital than manual.
- Event operations and logistics
- Ticketing and hospitality sales
- Sponsorship sales and fulfilment
- Venue planning and overlay
- Accreditation and stakeholder management
- Liaison with broadcasters
- Data driven insight into ticketing demand, audience and pricing
04
Athletes and technical teams
Athletes almost never manage every part of their commercial life alone. The typical support network covers personal brand and image management, the legal and tax structuring of image rights, contract and sponsorship negotiation, content and social media strategy, and media training for interviews and press conferences. Digital and data support has become part of the same picture, with content performance and audience reporting shaping the commercial decisions around an athlete.
- Personal brand and image management
- Legal and tax structuring of image rights
- Contract and sponsorship negotiation
- Content and social media strategy
- Media training for interviews and press conferences
- Data and reporting on content performance and audience
05
Cities and candidatures
This is the most formal end of the market. Bidding for a major event, an Olympic Games or a World Cup among them, is specialist work with its own established consultancies and, in the Olympic case, a public register of approved consultants maintained by the International Olympic Committee itself. Sustainability and governance are now part of the bid from the start, with commitments and accountability structures that have to hold up after the event is awarded.
- Bid strategy and narrative
- Economic impact studies and legacy planning
- Stakeholder relations with international federations
- Technical preparation of the candidature file
- Sustainability and legacy commitments with supporting evidence