Rights Holders

I help rights holders and NGBs in sport to better understand and connect with their fans or participants, and to develop a strong, data-led commercial proposition.

Need to grow your fan base or drive more participation? I’ll help you to gain insights into your target audience and create a strategy to connect with them. 

Looking to connect more effectively with your existing fans or followers? I’ll help you to analyse the data you have, uncovering insights and building a new engagement strategy.

Need to enhance your commercial offering? Through a better understanding of the audience for your sport, I can help you to develop a more persuasive proposition for commercial partners.

Data & Insight

My starting point is always to understand your audience through data. I use global data sources (including access to the powerful Global Web Index and GWI Sports platforms) combined with your own internal data to uncover actionable insights into your existing fans 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 data-driven insights in place, I can help you to develop a strategy for connecting with your audience:

  • Fan, follower and participant segmentation and targeting
  • Creating a strong brand positioning for your sports property
  • Communications planning to engage existing and new fans
  • Campaigns to drive sports participation


Using your own and third-party audience data to build a strong commercial proposition and strategy:

  • Fan insights to support commercial teams
  • Identifying new partners that align strongly with your fan base
  • Understanding fans better to create more effective activations for existing partners

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 on campaigns with sporting organisations and rights holders including the NFL, The FA, EFL, ECB, BOA, ATP Tour and CIMSPA.

“As part of our long term Vision planning and review of the British American Football landscape, Eddie helped us to do a deep dive into the UK audience for American Football, revealing valuable insights that we have used in both our strategy planning, fan engagement and commercial strategies.”

Pete Ackerley, Chief Executive, British American Football