As an independent consultant, I can work with agencies to provide an additional layer of insight, strategy and senior level support to client campaigns or pitches.

Having previously co-founded and grown an agency from start up to 60 people, I’m also happy to explore general advisory, board and non-exec roles.


For agencies without an in-house function or access to a consumer insight platform, I can help you to profile and understand your client’s target audience through data. I use global data sources (including access to the powerful Global Web Index and GWI Sports platforms) combined with the client’s own data to uncover actionable insights into existing and target audiences:

  • Demographics
  • Engagement with sport, teams, leagues and events
  • Interests, values, attitudes and behaviours
  • Brand preferences and expectations
  • Media channels

Click here for some examples of data and insight on sports audiences of various types.


I can also supplement an agency’s strategic offering around sport, adding extra value to clients.

  • Landscape: the macro trends in sport that to be aware of
  • Competitor analysis: how competing brands are using sport
  • Positioning: developing an authentic positioning for a brand in sport
  • Partnership: strategy for how and where a brand could engage in sport
  • Activation: strategies for bringing sports partnerships to life
  • Campaigns: development of multi-channel campaign plans