Our sponsorship and partnerships offering for brands enables them to make informed decisions on both their current and future investments. We guide brands through the sponsorship selection process to pick the best option to deliver against their brand and business objectives.

Through a combination of access to data, proprietary methodologies and the market knowledge and experience of our team, we provide a set of services to brands that covers:

  • Rights identification and selection
  • Partnership alignment and activation analysis
  • Rights package valuation
  • Revenue and brand impact
  • Contraction negotiation and legal document drafting

In addition to this, we have become known for creating brand-owned events using our consulting expertise to design the commercial model and manage the procurement process to appoint the best delivery partner.

KEY CONTACT Fraser Houlder Director, Rights Marketing
Fraser Houlder Director, Rights Marketing fraser@thesportsconsultancy.com

After 20 years in the sports industry Fraser joined The Sports Consultancy in February 2018. Following successes with The UCI Road World Championships 2019, where 17 sponsors generated significant revenues, Fraser continues to lead The Sports Consultancy’s sponsorship work and is now involved in a number of host procurement projects.

Fraser joined The Sports Consultancy from The Female Sports Group, a consultancy he jointly founded in 2014 and which is dedicated to female and mixed gender sport. During his time there, he transformed parkrun’s commercial proposition, which saw a presenting partner (Vitality), two official partners (Exodus and Leeds Building Society) and several other sponsors (Vhi, Co-op and Healthspan) secured, more than tripling its commercial revenue with seven-figure deals. Whilst there, Fraser also worked with Table Tennis England, England Netball, Badminton England, World Cycling Revival and Herne Hill Velodrome to secure new commercial partners.

Fraser was previously General Manager of BDS Sponsorship, a business that he was part of for 18 years with six of those at the helm. During his time at BDS, he worked with a wide range of rights holders to commercialise their sponsorship assets and wrote over 75 commercial strategies for these clients.

As well as being a keen cyclist Fraser loves all sports and regularly runs, plays football and represents Kings at rugby – where he is also a coach and chairman in the mini rugby section.