freelance sports marketing Strategist helping organisations connect meaningfully with fans.
HELLO
Thanks for stopping by. I’ve been a sports fanatic since I was crawling on the terraces at Loftus Road and my passion and fandom runs deep across multiple sports.
The most fulfilling times I’ve had in my career has always been when I got to bring my love and understanding of sports and fandom to work across the various brands, briefs and products I worked on. So in 2024 I decided to double down on this and now specialise in offering sports marketing strategy support and services for agencies, brands, rights holders, sports leagues, teams and sponsors.
I have over 15 years experience working in marketing and advertising, bringing a blend of strategic and creative thinking to how organisations can activate in sports in a way that connects with fans.
MY EXPERIENCE
During my career I’ve worked with some of the world’s best and biggest brands across sports marketing, sponsorship & activation:
Asahi, Lloyds, British Cycling, NBA, Wilson Tennis, adidas, JD Sports, Nike, Snipes, Puma, New Balance, Chivas Regal, Manchester United, Mobil 1, Royal Navy, Coca-Cola, Powerade, Smartwater, Jameson & Montirex.
My career spans time at Pernod Ricard with Chivas Regal and Jameson and across a number of traditional and specialist agencies including Havas Play, Fuse, Ear to the Ground, Zak, TBWA, Wavemaker and Leo Burnett.
RECENTLY I’VE…
Activated the EPL partnership across Coca-Cola and Powerade
Created an EPL strategy for Smartwater
Shaped how Asahi brings its new brand platform to life across sports
Contributed to an agency winning a legacy tennis brand
how i help
RESEARCH & INSIGHT
That helps you understand the nuances of sports fandom:
Quant & Qual Fan Research Gathering
Fan Identifying and Segmentation
Fan Personas & Modes of Engagement
FORESIGHT
That helps you stay ahead of the shifts in the sports marketing landscape:
Signals & Trend Analysis
Future Fan & Landscape Mapping
Brand Innovation & Future-Proofing
STRATEGY
That sets the tone and direction for your brand or sponsorship in sports:
Sponsorship Strategy
Brand Positioning
Comms Planning & Content Strategy
CREATIVE APPROACH
That shapes the content and activation output to engage fans:
Content Ideation
Rights Activation
Storytelling Inspiration & Best Practice
SELECTED WORKS
coca-cola epl guess the goals
Developed the creative strategy for the campaign Guess the Goals, one of the brands most successful NCP campaigns.
ASAHI SPORTS PARTNERSHIPS
Shaped how Asahi brings their new brand platform ‘Seek What Is Unique’ to life across their sports partnerships at Havas Play.
adidas crazyfast
Led the campaign strategy for launching the latest X Crazyfast silo for adidas including audience insights and creative strategy.
LLOYDS X BRITISH CYCLING
Developed sponsorship strategy & campaign development at Fuse.
MOBIL 1 POETRY OF MOTION
Strategy lead on Mobil 1 and led strategic development of a new motorsports positioning and brand platform.
SMARTWATER X EPL
Created the EPL partnership strategy for Smartwater including audience identification and how they show up across the rights.
vivrant
SPORTS MARKETING UNCOVERED
You can also read my thoughts and ideas on sports marketing over at Vivrant, a site I created that covers a variety of topics from evolving fandom to the rise of athlete-led media, the best sports storytelling to sponsorship breakdowns.
LATEST ARTICLE:
AN NBA LEAGUE IS COMING TO EUROPE, COULD FOOTBALL HOLD THE KEY?
“Warren is a strategic thinker and branding expert. He’s creative and strong in culture and hugely passionate about marketing, entrepreneurship and leading edge brand and experiential activation. Great team player and very personable. Listens well and is empathetic and has high EQ. Well versed on navigating tricky briefs and organisational hierarchies and strong on digital and social as well as insights and analytics. If you need support on a project, call him!”
Fiona Curtin, Planning & Comms Director, Jameson
“I worked with Warren to help Mobil 1 create a new strategic and creative global brand platform and assets for their various motorsports partnerships. Warren lead the strategic thinking helping to identify a unique point of difference to all the other motorsports sponsors for the Mobil brand. From that unifying strategy we developed various communications assets that bridged all of the different motorsports partnership Mobil is involved with globally. Warren is a great guy; super-smart and fun to work with.”
Nick Morrell, Business Director, TBWA
“Warren was a valuable member of my team at Chivas, his audience and cultural understanding were invaluable in the development of content across our Manchester United partnership, in addition to his involvement in developing the new Chivas brand positioning, providing key insights and direction on how we can win in culture.”
Martin Jaskolowski, Head of Advertising, Chivas Regal
"When it comes to strategy, I highly recommend Warren. He simplifies the complicated and gets to the core of branding. With a clear of understanding of his clients goals, he delivers effective brand strategy to inform effective and long lasting brand identities."
Dan Todd, Co-Founder & Creative Partner, Out of Nothing Studio (worked together on Puma Golf & Wilson Tennis)