I help rights holders in sport (NGBs, leagues, federations, events & teams) to better understand and engage with fans, participants and commercial partners.

If you are looking to connect more effectively with your existing audience and fan base, I’ll help you to analyse the data you have, uncovering insights that a new marketing strategy can be built on

If you want to grow your fan base or drive more participation, I’ll help you to gain insights into the target audience and create a strategy to get them engaged with your sport. 

Or, if you are looking to enhance your commercial offering, I can help you to understand the audience you have and develop a strong proposition to deliver more value to partners.

I’ve worked on campaigns with sporting organisations and rights holders for over 20 years, including the NFL, The FA, EFL, ECB, BOA, ATP Tour and CIMSPA.


Using global data sources (including access to the Global Web Index dataset) combined with your own internal data to gain insights into your existing and target audience. 

  • What is your existing audience?
  • Who else could you be targeting?
  • How do they currently engage with you?
  • What are their behaviours, attitudes and values?
  • What do they want from sport?  
  • How can we engage with them? 
  • Which brands do they prefer?

Take a look at my blog for examples of data and insight on sports audiences of various shapes and sizes.


Creating a strategy for reaching and engaging your audience more effectively, built on insight.

  • Audience segmentation and targeting
  • Creating a strong brand positioning
  • Campaign development and messaging
  • Integrated communications planning
  • Partnership propositions and positioning


Bringing an engagement strategy to life through integrated communications.

  • Campaign development 
  • Owned channels
  • Earned media & PR
  • Organic and paid social media 
  • Content development

How I work

I work as an independent consultant and 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 deliver campaigns.

I’m also happy to work with agencies to provide an additional layer of insight and strategy support for client campaigns.

“Eddie was integral to creating and delivering #LDNMovesMe – a campaign that was hugely successful in encouraging Londoners to be more active.”

Chris Scott, London Sport