Partnerships built to perform
Sponsorships &
Commercial Partnerships
The right partnership does more than put a logo in view. We develop brand relationships, athlete ambassadorships and sponsorship opportunities across the commercial platform around sport. We define the partner fit, shape the proposition and help turn the agreement into content, activation, audience value and a reason to renew.
Built for renewal,
not for signature
We work for the people and properties that hold the audience — athletes, talent, teams, promoters and events — and shape each opportunity around what the partner is trying to achieve. A category partnership, an ambassadorship and an event sponsorship are different products, and they are built and sold differently.
It is not hard to sell a sponsorship once. It is hard to sell it twice. The difference is almost never the creative — it is whether the partner can point at what they received and match it to what they signed for. So we design honest inventory before we design decks, and we evidence delivery as it happens.
Activation then has to survive contact with the venue. Branding no camera sees, a sampling stand where no one queues, a hospitality right the operating plan cannot support — these are the failures that make a partner quiet at renewal. That is why partnerships, experiential & fan engagement and event operations & logistics are planned by the same team.
Sell what the operation can actually deliver. Then deliver it, and prove it.
What we deliver
A single scope, not five suppliers pointing at each other.
- Partnership strategyWhich partners fit the property, the audience and the moment — and why they should care.
- Inventory & rights mappingEverything the property genuinely owns, what it costs to deliver, and where rights collide.
- Valuation & tier designPricing logic a partner can interrogate, and tiers that mean different things.
- Athlete & talent ambassadorshipsBrand relationships built around an athlete's story, audience and competition calendar.
- Prospecting & partner acquisitionTargeting, approach, proposition and negotiation support.
- Activation designThe partner's presence built into the experience, the content and the campaign — not applied to the surface.
- Delivery & evidenceSomeone accountable for every contracted right on the day, and proof assembled as the event runs.
- Renewal strategyThe case for year two, built from what year one can actually demonstrate.
How the work runs
The six disciplines of our approach, read through this one.
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01
Imagine
Property audit, audience and partner fit: what exists, what is free, what is already committed and who it is right for.
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02
Design
Valuation, tier architecture, the proposition and the rights schedule that will become contract language.
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03
Produce
Acquisition and contracting, then activation and content designed alongside experiential & fan engagement and marketing & audience growth.
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04
Operate
Delivery on site, tracked against the schedule right by right — see event operations & logistics.
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05
Commercialize
This is the discipline: sponsorship revenue, partner value and audience conversion, designed in from the start.
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06
Measure
An evidence pack per partner, a delivery scorecard, and the renewal conversation opened with facts.
Questions we get asked
Do you develop sponsorships for athletes and events?
Yes. We build commercial propositions and develop brand partnerships across athletes, talent, promotions and live events, then connect the partnership with relevant campaigns, content and activation.
Do you sell sponsorship, or only advise on it?
Both. We map and value the inventory, and we take it to market — with the property's own team where they have one. What we will not do is sell rights the operating plan cannot deliver, because that debt always comes due at renewal.
How do you value rights when the property is new?
By cost of delivery, comparable inventory and audience evidence — stated as a range, with the assumptions visible. A defensible range holds up in negotiation far better than a confident number nobody can source.
Can you work with our existing sponsors?
Yes. Inherited partnerships usually come with rights schedules written loosely enough to argue about. The first job is agreeing what the current contract actually promises, then delivering that cleanly before proposing anything new.
Next to this
These capabilities are the ones this work usually arrives with.
Bring us the objective
A building to fill. A partner to develop. An audience to engage. A digital platform to build. A live moment to produce. Tell us what needs to happen, and we will put the right team around it.