Sports business & strategy
Commercial strategy, market intelligence and business models for organisations that need sport to do more than fill a calendar.
Sports business × Technology × Impact
Sport creates attention. We turn it into value.
Strategy, partnerships, technology and experiences for organisations that want more from sport.
What we do
Where sport meets business, technology and impact.
We are a sports business and innovation studio. We work on the commercial and cultural side of sport — from the strategy on the page to the activation in the venue. Two decades on both sides of the table, sponsor and rights holder, sit behind every recommendation we make.
Sponsorship & partnerships
Sponsorship strategy, rights-holder propositions and activation plans built around what a partnership is meant to return — and how that return is measured.
Fan & brand activation
Campaign concepts, fan engagement and content ecosystems that give audiences a reason to stay after the final whistle.
Sport × technology & AI
AI inside everyday marketing operations, data and analytics, fan technology, and partnerships with the companies building it.
Impact, CSR & ESG
Sustainability commitments, inclusion and community programmes written to be implemented and reported, not just announced.
Events & experiences
Fan zones, business conferences, hospitality and corporate experiences — concept, production and the commercial model behind them.
Free diagnostic
How hard is your sponsorship portfolio working?
Most sponsorship portfolios contain more potential than performance. Answer a structured set of questions and see how strategically yours is built, activated and measured — and where the next gains are most likely to come from.
- 6–9 minTypical completion
- 7 dimensionsAssessed
- 3 actionsPersonalised next steps
No exact financial data required — ranges are enough. Your answers are used to generate your diagnostic and to send it to you.
Considering your first major sponsorship? The scan switches to the shorter Sponsorship Readiness Scan — five areas, about 4–6 minutes.
- 01Strategy & business alignment
- 02Portfolio architecture
- 03Audience & brand fit
- 04Rights & activation
- 05Measurement & business impact
- 06Governance & resources
- 07Future readiness & value creation
Readiness Scan (first-time sponsors) covers five areas instead: objectives & business case, audience & brand fit, investment & internal frame, activation ambition, and measurement & decision criteria.
How the score works
Each answer sits on a maturity scale. Answers are grouped into the seven dimensions above, each weighted by how much it typically influences sponsorship performance, and combined into a single Sponsorship Performance Score out of 100. Questions that genuinely do not apply to your situation are excluded rather than penalised. The score is a diagnostic starting point — the strengths, gaps and recommended actions are the part worth reading.
Question 1 of 28
Considering sponsorship?
The best time to define the rules is before the opportunities arrive.
For organisations approaching their first significant sponsorship. Six steps that turn interest into criteria, a shortlist and a way to judge what happens next — before a property sets the terms of the conversation.
- 01
Define
Business and communication objectives.
- 02
Frame
Audiences, markets, investment and decision criteria.
- 03
Map
Relevant sports, properties and partnership opportunities.
- 04
Evaluate
Strategic fit, audience, rights, cost, risk and activation potential.
- 05
Select
Shortlist and recommendation.
- 06
Build
Rights architecture, activation principles and measurement framework.
Phase 1
Sponsorship Entry Strategy — Phase 1
- Sponsorship strategy framework
- Decision criteria
- Market & opportunity map
- Shortlist of relevant opportunities
- Evaluation matrix
- Budget architecture
- Activation principles
- Measurement framework
- Recommended next steps
Phase 1 stands alone. It is written so you can take it to market yourself — the framework, the shortlist and the criteria are yours whether or not we work together afterwards.
Where it makes sense, we can continue into the stages that follow:
- Selection
- Negotiation
- Partnership design
- Activation
- Measurement
- Optimisation
The intersections
The strongest ideas don't fit into one category.
Sport is the platform. Business value, technology, engagement and impact are the opportunities — and they rarely arrive separately.
- 01A sponsorship becomes a digital product.
- 02An event becomes a fan platform.
- 03Technology becomes a brand experience.
- 04A community programme becomes measurable impact.
How we work
Four steps, and none of them stop at the deck.
01
Understand
The business challenge, the audience and the opportunity behind it.
02
Connect
Sport, insight, technology and the right partners around one idea.
03
Create
Strategy, concept and an activation plan that can survive contact with a matchday.
04
Deliver
Execution, measurement, and the next opportunity it opens.
About
Built on experience. Designed for what's next.
Experience across sponsorship, sports marketing, communications, major events, partnerships, technology and social-impact initiatives provides the foundation — gathered inside national federations, inside a large corporate sponsor's team, and on the agency side of the table.
Awarded campaigns, international tournaments, business conference formats, sustainability handbooks and fan-facing platforms are the working history. Curiosity, new technology and changing fan behaviour define what comes next. We are independent, senior and small on purpose: the people you meet are the people who do the work.
20+
Years across sport, brands and partnerships
- Sports organisations
- Brands
- Rights holders
- Institutions
- Technology partners
- Events
Thinking
Thinking about what comes next in sport.
A working view of where the industry is moving, and what it means for a market the size of ours.
AI × Sport
From experiment to everyday marketing infrastructure.
Sponsorship
From exposure to measurable business value.
Sport × Impact
Why sport is becoming an ESG platform, not an ESG story.
Also on our radar — women's sport as an asset class · athlete-led media · streaming-first rights · mega-event spillover · premium hospitality · Gen Z fan acquisition
Contact
Have a challenge where sport could create more value?
Let's explore what happens when strategy, sport and innovation connect.
Start a conversation
uros@sportechbiz.si