Build a commercial model bigger than sponsorship.
For clubs, governing bodies, leagues and competitions. We look across your whole commercial model, from partnerships and content to athletes, assets and audiences, and help you grow it, with 25 years' experience on both sides of the table.
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Sound familiar?
The conversations we have most often with clubs, governing bodies and competitions.
Sponsorship is almost all of our commercial revenue.
We've got great content and athletes, but we don't make money from them.
Our sales deck could go to any brand in any category.
We've got new investment and need commercial growth, fast.
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How we help
We look at every revenue line together, then help you progress the workstreams that will grow it fastest.
Shape your commercial model
Start with the whole picture, not just the sponsorship line. Where does your revenue come from today, where could it come from, and what has to change to get there?
What we do
- Commercial review across every revenue stream
- Revenue model and growth plan
- Investment readiness and investor conversations
- Commercial structure, team and capability
What we do
- Commercial review across every revenue stream
- Revenue model and growth plan
- Investment readiness and investor conversations
- Commercial structure, team and capability
Commercialise more of what you have
Your content, athletes, assets and audience are worth more than most rights holders charge for them. We help you turn each into a revenue workstream.
What we do
- Content and media: what to make, own and sell
- Athlete and talent commercialisation
- Asset development: venues, events and digital
- Audience development, data and membership
What we do
- Content and media: what to make, own and sell
- Athlete and talent commercialisation
- Asset development: venues, events and digital
- Audience development, data and membership
Partnerships that renew
Propositions built around a partner's business problem, priced on the value you create, and serviced so partners renew rather than drift away.
What we do
- Propositions built around what partners need to achieve
- Category structure, pricing and negotiation
- Servicing, reporting and renewal strategy
- Reputation stewardship for you and your partners
What we do
- Propositions built around what partners need to achieve
- Category structure, pricing and negotiation
- Servicing, reporting and renewal strategy
- Reputation stewardship for you and your partners
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Built on the 4P model™
All three run through the same four questions: Purpose, Proposition, Positioning and Performance.
Rights holder work that moved the needle
Our work with clubs and competitions at Bazballers, and the programmes our team built before it at The FA and the ECB.
Opening up the UK's largest Gen Z sports property
An exclusive commercial partnership with British Universities and Colleges Sport, now renewed.
Read the case study →
From one cold email to 18 months and counting
Supporting the club's commercial and marketing growth, after a cold email to the CEO.
Read the case study →Before Bazballers: our team's track record
The FA People's Cup
A national small-sided football competition built with partners, from the BBC to Powerleague and Goals. Around 50,000 participants over five years.
Together for England
[Add one line on the programme and its result]
cinch × England Cricket
Bringing a new category into England Cricket as principal partner, with record website traffic in the first hour of play.
Read the case study →Metro Bank × Women's and girls' cricket
[Add one line on the partnership and its result]
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Thinking for rights holders
From the Bazballers Scoop and our articles.
Show me more than the money
What Leaders in Sport revealed about the North American playbook, and what rights holders should ask of any investor or partner.
"The headline will nearly always be the money. The better measure may be what that money makes possible."
11 Oct 2026 · Read the issue →
Is your brand on a shirt a sure bet?
What 92 shirts say about how rights holders sell their most prominent asset.
"You're no longer selling a logo. You're solving a business problem."
9 Aug 2026 · Read the issue →
The changing rules of athlete partnerships
Five considerations each for athletes, brands and governing bodies.
"The biggest name may introduce someone to the sport; another athlete may be the person who makes them feel they belong."
20 Sep 2026 · Read the issue →
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Rights holder questions
Straight answers to what clubs, governing bodies and competitions ask us most.
Do you only help with sponsorship?
No. Sponsorship is often the biggest commercial line, but it's rarely the only opportunity. We look at your whole commercial model, including content and media, athletes, events and venues, membership and audience data, and help you build the workstreams that will grow revenue fastest.
How do we grow commercial revenue without devaluing our property?
Start from what partners need to achieve, not from your inventory. Structure categories and exclusivity carefully, price on the value you create for a partner rather than on reach alone, and protect your strongest assets from being discounted. More partners isn't always more value.
How do we compete when brands only ask about audience numbers?
Numbers matter, but if every rights holder sells reach, the conversation ends with who is cheapest. Show what your property can help that particular company achieve that another can't: opening customer conversations, proving a product, engaging staff or entering a new market.
How do we keep sponsors renewing?
Renewal is won in the first months, not the last. Agree what success looks like before launch, report against the partner's objectives all season, involve their senior people early, and keep the relationship strong enough to handle difficult conversations.
Do you work with smaller clubs and competitions?
Yes. We work with clubs, governing bodies and competitions of all sizes, from Charlton Athletic to British Universities and Colleges Sport (BUCS).
