Commercial strategy, built and sold.
Agency X works with clubs, codes, leagues, federations and venues to build commercial strategy, sell and service sponsorship, and turn athletes into commercial assets. Senior people, one point of contact, engaged for as long as you need us.
Built for sports organisations carrying commercial targets.
Whether you have a commercial team that’s stretched, one that’s being rebuilt, or none at all.
Clubs & teams
Sponsorship revenue, member and matchday commercial, athlete commercial programs.
Codes, leagues & federations
Commercial strategy, category sales, national partner programs.
Venues & stadiums
Naming rights, category partners, precinct and event commercial.
Academies & player associations
Athlete commercial readiness, ambassador programs, welfare-aligned commercial development.
What we do.
Take one. Take all five. Most organisations start with one and expand.
Commercial Strategy
Build, review or rebuild the plan that carries your revenue targets: what you sell, how it’s packaged, what it’s worth and who buys it. Written to be used — owners, timelines and numbers attached.
Strategic Counsel
An experienced outside voice on the calls that matter. A sounding board for CEOs, commercial heads and boards, on call for the decisions that can’t wait for the next board meeting.
Commercial Execution
In-market delivery: business development, sponsorship pitching and negotiation, account management and partner servicing. We can build the plan and sell it, or come in and sell the plan you already have.
Access & Introductions
Warm introductions to the people who actually sign sponsorship off — brand marketing and commercial decision-makers, their agencies and the media around them. The difference between a cold pitch and a meeting that was expected.
Athlete Commercial Programs
Your athletes are commercial assets, and most organisations under-use them. We build the programs that change that: commercial readiness, brand development, ambassador and appearance programs, media training, and the governance to keep it all on the right side of your partner agreements.
Three ways in.
Project
A defined piece of work with a start and an end. A commercial strategy, a sponsorship package taken to market, a category sold.
Retained
Ongoing commercial capability. We carry the work and the targets alongside your team, month to month.
Counsel
Advisory only. Regular access to us for the decisions, without the delivery.
No long tie-ins. If it isn’t working, you shouldn’t be locked in — and we’d rather you weren’t.
Senior expertise, sized to the job.
Commercial work is hard to size. It rises and falls with your season, your calendar and your renewal cycle — a category going to market needs real weight behind it, and the quarter after it doesn’t.
That’s what this model is built for. Senior people, engaged at the level the work actually calls for, scaled up or down as your targets move. You get experience at the top of the market on the briefs that warrant it, without carrying it year-round.
And you get people who have done the work, not a team assembled around it.
We’ve sat on your sponsor’s side of the table.
Every engagement gives you direct access to experienced sports marketing executives, working on it themselves.
For commercial strategy and sponsorship work with sporting organisations, we collaborate with Sporting Strat, founded by Dave Bruhn. Dave spent thirteen years at Lion — nine of them as Sponsorship Manager, deciding which sporting properties were worth a major sponsor’s money and managing the partnerships that followed.
It’s the same advantage Agency X was built on. Carlie came to talent management from 20+ years of brand and marketing leadership. Dave came to sports commercial from nine years spending a sponsor’s budget. So when we price your inventory, build your pitch or sit across from a prospective partner, we’re working from the buyer’s side of the conversation — because that’s the side we both came from.
One contract, one point of contact, and the right specialists on the work.
Athlete education — The Commercial Athlete.
Separate to the work above, The Commercial Athlete runs education programs for athletes — commercial literacy, personal brand and AI fluency — delivered into clubs, codes, academies and player associations.
If that’s the gap you’re looking to close, it’s a standalone offering with its own team and its own site.
Tell us what you’re trying to fix.
A revenue target, a sponsorship going to market, a commercial team that needs support — start there. We respond within 24 hours.