Where brands and sport play on the same team.

We help brands, rights holders and start-ups get more value from sponsorship and partnerships. That covers choosing the right property and assets, shaping the proposition, negotiating the deal, activating it across the marketing funnel and measuring what changed. Having worked on both sides at The FA, the ECB, P&G and Hilton, we know what each side needs from the other.

Measure the job you bought the partnership to do. Set a baseline before launch, include the full cost of activation, and track the outcome that matters: awareness in your target audience, a change in belief, trial, sales or renewal. Media value is useful, but it should rarely be the reason for a deal or the only number at renewal.

For the right brand, often yes. Women's Sport Trust research shows women's sport sponsorship now reaches over half of UK adults and drives strong affinity and consideration, even where awareness is still building. The brands that win, such as O2 with the Red Roses and Metro Bank in cricket, invest in activation, not just the rights.

Anything from a few thousand pounds at grassroots level to millions for a Premier League shirt. The rights fee is only part of it: you also need a separate activation budget to make the partnership work. We always start with what you need it to achieve, then find the property and assets that deliver that at the right price.

Yes. We helped HiTZ Cricket grow from an idea and seed funding to 15 venues in two years. Sport can help a new brand build trust fast, but only with a clear strategy so the budget works across the whole funnel, not just for awareness.

Our four-step framework for any partnership: Purpose (what problem are we solving?), Proposition (what idea connects the brand to the property and its fans?), Positioning (where and how should the brand show up?) and Performance (what has to change for us to call it a success?). What we learn at Performance shapes Purpose for the next season.