I help brands to get a better understanding of their audience and build the right strategy for connecting with them through sport and sponsorship.

Thinking about using sport as a marketing platform? I’ll help you to understand how your target audience engages with sport, using those insights to develop an effective sports sponsorship strategy.

Already have sports partnerships in place? I’ll help you to really understand the audience for that sport and find authentic ways for your brand to engage with them.


My starting point is always to use data to gain a deeper understanding of your audience and how they engage with sport. I use global data sources (including the powerful Global Web Index and GWI Sports platforms) combined with your own internal data to uncover actionable insights into your existing and target audience:

  • 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.


With these insights in place, it’s time to develop a strategy for authentically connecting with your audience through sport:

  • Targeting: selecting and defining the audiences we want to target
  • Landscape: what are the macro trends in sport that we need to be aware of?
  • Competitors: how are they already using sport to engage the audience? 
  • Positioning: how can your brand authentically be positioned in sport?
  • Partnerships: which sports properties match up best with your audience?
  • Activation: strategies for bringing partnerships to life and connecting with fans


I can help you to bring strategy to life and connect with your audience through:

  • Creative campaign development
  • Narrative and messaging 
  • Content development and copywriting
  • Earned media
  • Organic and paid social
  • Talent/athlete activation 

How I work

I work as an independent consultant, so it’s actually me doing the work.

However, when it’s needed I can tap into (or introduce you to) a network of the very best individuals and agencies to provide specialist services to help deliver campaigns.

I’m also more than happy to work with any existing agencies you have in place, to provide an additional layer of insight, strategy and support.

Over almost 25 years I’ve worked with brands including Levi’s, Standard Chartered, Siemens, Stella Artois, EA Sports, Catapult Sports, New Balance, ASICS and Umbro.

“Eddie really helped us to understand how our audience engages with sport and built a strategy for how Levi’s could authentically connect with them in the future.”

Rhodri Evans, Brand Engagement Manager, Levi Strauss & Co.