Sponsorship & commercial partnerships
Underpriced if you're buying it. Underpaid if you own it.
One gap. Two very different problems.
Badminton reaches 650 million households. A world top-100 player earns under $10,000 a year from sponsors. That single gap is the whole business, and which side of it you are standing on decides which half of the firm you talk to.
Reach a fanbase your competitors have ignored
Campaign strategy, rights negotiation and measurement, built around a commercial outcome you actually asked for, not a logo on a shirt.
Get in touch I'm a clientTurn your ranking and your following into income
Representation, media training and deal negotiation for athletes who are worth far more to sponsors than they're currently being paid.
Take the quiz01 / How the business works
One firm, pointed in two directions. Most agencies pick a side.
Management: we act for the people who own the audience. Athletes, coaches, content creators, clubs, academies and event organisers, almost none of whom have had their commercial value properly worked out, let alone argued for by someone whose job that is.
Marketing: we act for the brands trying to reach it. National advertisers after a market-entry story, and regional businesses who want to matter locally. Both are buying into a sport where the inventory is genuinely underpriced.
“We will not tell you sport is right for your business until we have looked at your business. And we will not tell you what you are worth until we have looked at your numbers.”
02 / The inventory
What actually changes hands
Visibility
Broadcast, streaming, venue and kit exposure across national and international competition.
Physical access
Sampling, demo courts and product trial in front of a defined, motivated audience.
Audience
Direct routes to fanbases in markets where badminton carries real cultural weight.
Content & creators
Athlete, coach and creator content with engagement paid social cannot match.
People & time
Appearances, corporate days, coaching sessions and hospitality people turn up to.
Data
Permissioned member and entrant lists, with demographics and a reason to make contact.
Expertise
Elite athletes and coaches as a structured feedback loop on real products.
Standing
Long-term association with a sport families, schools and councils already trust.
03 / Services
Two service lines, same people
Some clients hand us a whole programme. Others want a second opinion before signing. Both are fine, on either side.
Commercial audit & valuation
An honest read of what you own and what it is worth right now, so you enter a conversation knowing the number.
DetailsPackaging & pricing
Rights grouped into something a business can approve, at prices you can defend.
DetailsRepresentation & negotiation
We approach buyers with a reason to say yes, then handle fees, term, exclusivity and obligations.
DetailsDelivery & renewal
Someone accountable for making sure what was promised happens, gets reported and reaches renewal.
DetailsFull programme management
You give us the commercial outcome. We design, negotiate, activate and report. One accountable partner.
DetailsSponsorship engagement
You have a team but no relationships in the sport. We identify, evaluate and negotiate alongside them.
DetailsConsultation & coaching
A live decision or a partnership that is not performing. We tell you honestly what we would do.
DetailsSponsorship analysis
Independent measurement of what a partnership actually delivered. Useful at renewal.
Details04 / Process
How an engagement runs
Intro call
Thirty minutes. If you are buying we will say when sport is the wrong lever; if you are selling, when the answer is come back in a year.
Research & valuation
For a brand: available rights, realistic costs, audience overlap. For a rights holder: an audit of what you own and what it should command.
Negotiate & sign
Approach, valuation and contract terms handled properly, so nobody overpays and nobody regrets it in month eight.
Deliver & measure
Activation against the plan, then a report against the outcome agreed at step one. Not impressions for their own sake.
05 / Where you fit
Six routes in. Two halves of the firm.
Athletes
Players on tour, national squad members and rising juniors. Valuation, representation and deals beyond the racket contract.
Read moreManagementCoaches
The most trusted voice in the sport, and the least paid for it. Authority that outlasts any playing career.
Read moreManagementContent creators
Channels, reviewers and community pages sitting on engagement brands cannot buy any other way.
Read moreManagementClubs & academies
Members, courts, junior programmes and pathway stories: assets nobody has priced or taken to market.
Read moreManagementEvents
Tournaments, championships and leagues. Rights structured properly and delivered on the day.
Read moreMarketingBrands
National advertisers looking for a market-entry story, and regional businesses who want to matter locally.
Read more06 / Questions
The things people ask on the first call
If you own something worth sponsoring
What does it cost me?
Commission-based: a percentage of what we bring you. If we find you nothing, you pay us nothing.
How big do I need to be?
No threshold. Engagement, market and category fit matter far more than raw size.
I already have a sponsor.
Usually the best moment to start. We check what you signed and what you are still free to sell.
Is it a conflict that you also work for brands?
We never sit on both sides of the same deal. What carries across is knowing what things genuinely cost.
If you are a brand
Is badminton right for my business?
We do not know yet and will not pretend otherwise. If the answer is no, you get it early.
What does a partnership cost?
It ranges enormously. What is consistent is that badminton rights sit below equivalent reach elsewhere.
How do you charge?
Retained programme management, or project fees for a defined piece of work.
We already have a sponsorship.
A lot of our work is exactly this: analysis, renegotiation, or fixing an activation never delivered.
Whichever side you are on, start with a conversation.
Thirty minutes · No pitch deck