About Me
I’m Eddie May and I’ve worked in sports marketing and sponsorship for almost 30 years.
Early in my career I spent a few years heading up the marketing team for iconic football brand Umbro – creating brand campaigns, launching new products and leveraging partnerships with the likes of England, Manchester United, Chelsea, Alan Shearer and Michael Owen.
From there, I co-founded and ran an agency called Threepipe, which grew to 50 people and won multiple awards before I exited the business.
In 2018 I set up Overdog to offer strategic sponsorship consultancy to brands. And here we are today.
My experience includes leading on sponsorship and activation strategy for brands such as Stella Artois, Levi’s, Specsavers, Siemens, Standard Chartered, Evelyn Partners, Howden, Betfair, Ladbrokes, EA Sports, New Balance, ASICS and many more.
I’ve also worked with a variety of rights-holders including the NFL, EFL, UK Athletics, ATP Tour, England Netball and Team GB.
I have a degree in Sport & Recreation Studies, a CIM Advanced Certificate in Marketing, a Mini MBA in Marketing and a qualification in Data Analysis for Management from LSE.
I was also shortlisted for the prestigious Sport Industry Group ‘Consultant of the Year’ Award in 2025.
After growing up in Derbyshire (I’m a Derby County fan, which isn’t always easy), followed by stints in Manchester and London, I now live in Saffron Walden, Essex, with my wife and three children, but work with clients all over the world.
When I’m not working or being the family Uber driver, I play golf in a wildly inconsistent manner and I’m a board member of Suffolk County FA.
Extended Team
When you work with me, it’s always me doing the work. But when there are projects that call for a very particular set of skills, I have a close working relationship with some of the best in the business, with contacts built up over many years.
So, if something we’re working on needs an expert in brand identity, design, web development, PR, digital marketing or anything else, chances are I know just the person or agency for the job.
Why Overdog?
Why did I call my business Overdog?
Well, one reason is that I never felt comfortable putting my own name above the door, so to speak.
But mainly it’s because I wanted to reflect the idea of helping the people and brands I work with to become more successful.
In sport, everyone loves a good underdog story, but not many want to remain an underdog forever. So, I thought to myself, “what’s the opposite of an underdog?”.
Turns out “Overdog” is a real word, which slightly surprised me at the time, but it seemed quite fitting.
Overdog: someone who is dominant or has a significant advantage in their field