17 Sport

What 17 Sport does

17 Sport is a Paris-headquartered (Boulogne Billancourt) purpose-led sports marketing, advisory, and investment firm founded in 2020 and operating remotely across 7 countries on 3 continents with 11-50 employees. The firm serves three enterprise client segments: global brands seeking to leverage purpose-driven sports sponsorships and partnerships (adidas, Sanofi, Nike, Deloitte, Allianz, Danone, EDF, Sephora, Tishman Speyer, Just Eat, Harmonie Mutuelle), sports rights holders and federations seeking to embed purpose into their commercial and fan-engagement strategies (International Olympic Committee, UEFA, Formula E, NFL, Women's Super League), and elite athletes seeking brand, commercial, and purpose strategies to build legacy beyond their competitive careers (Ezra Frech, Nicolas Mahut, Clervie and Carel Ngounoue).

The firm does not operate a proprietary technology platform; its core offering is professional services delivered through senior-led account teams (Account Directors, Senior Account Managers) executing strategy, partnership development, campaign design, and activation. Differentiated intellectual property includes the proprietary purpose-integration methodology, published research (Sport and Purpose Report, Bigger Than Sports with Zoomph, Sport and Climate Action, Regeneration Revolution series), curated athlete and rights-holder relationships, and the GSW Social Booster acceleration program. The firm is a Certified B Corporation (since March 2022) with a reported B Impact Score of 138.6 versus a median of 50.9, and was named to Fast Company's World's Most Innovative Companies list for 2026.

17 Sport generates revenue through professional services fees, retainer agreements, and project-based consulting engagements on a B2B enterprise basis, with no publicly disclosed pricing. Distribution is direct enterprise field sales targeting C-suite and VP-level decision makers at global brands, federations, leagues, and athlete representatives, supported by thought-leadership content, event presence (Global Sports Week, Future of Sport / Viva Technology, IUCN World Conservation Congress), and referral-driven inbound interest. The firm is privately held, founder-led by CEO Neill Duffy and Co-Founder Fabien Paget, with no disclosed external investors, funding rounds, or acquisitions.

Name

17 Sport

Legal name

17 Sport

Website

https://17-sport.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

17 Sport is a Paris-based, B Corp-certified purpose-led sports marketing, advisory, and investment firm that helps global brands, sports federations, and athletes design and activate purpose-driven sponsorships and partnerships. It serves enterprise clients including adidas, Sanofi, IOC, UEFA, and Deloitte via professional-services engagements.

Ownership category

akta.pro rank

Product category

Sports Marketing Services

akta.pro primary industry

Cause, Community & CSR-Linked Sports Partnerships (Foundations, Youth Programs) (MPAKALAJ)

akta.pro secondary industries

Sports Community Relations & Grassroots Program Management (MPAKAKAJ), Sports Compliance, Governance & Integrity Services (Safeguarding, Anti-Doping, Match Integrity) (MPAKAKAM)

Keywords

• Sports marketing advisory
• Purpose-led consulting
• Sponsorship activation services
• Sports partnership strategy
• Athlete brand management

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Sports Marketing Advisory Services: 17 Sport provides strategic advisory services to brands, rights holders, and athletes, helping them activate purpose-driven sports marketing campaigns, sponsorships, and partnerships. Revenue is generated through professional service fees, retainer agreements, and project-based consulting engagements.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

17 Sport is a global purpose-led sports marketing, advisory, and investment firm that helps brands, sports rights holders (federations, leagues, properties), and athletes activate purpose through sport to deepen fan connection and unlock commercial value. Its services span strategy, partnerships, campaigns, and activations designed to integrate social and environmental purpose (gender equity, disability inclusion, climate action) into sports marketing. Engagements are delivered as bespoke, project-based consulting and advisory mandates for enterprise clients such as adidas, Sanofi, the IOC, and UEFA.

Product overview

17 Sport is a global purpose-led sports marketing, advisory, and investment firm that offers integrated services across three core segments: Brand Services (strategies, partnerships, campaigns, and activations), Rights Holder Services (for federations, leagues, and sports properties), and Athlete Services (brand, commercial, and purpose strategies). The company complements its core marketing services with governance frameworks (whistleblower and stakeholder policies), research publications (Sport and Purpose Report), and impact programs like the GSW Social Booster acceleration program. Client delivery is managed through account director and account manager roles focused on US and global sports sponsorship projects.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Services Strategic advisory and campaign execution helping global brands turn purpose into performance through purpose-led sports marketing strategies, partnerships, campaigns, and activations that deepen fan connection and drive commercial value.
• Rights Holder Services Advisory and marketing services for sports federations, leagues, governing bodies, and sports properties to grow revenue and relevance by embedding purpose into their brand, partnerships, and fan experience.
• Athlete Services Brand, commercial, and purpose strategy advisory that helps elite athletes turn their influence into impact, building legacy, growing value, and shaping culture across and beyond their competitive careers.
• GSW Social Booster Program Acceleration program promoting and supporting impact-led sports projects from around the world, matching nonprofits and social enterprises with purpose-driven business support, convened in partnership with Global Sports Week.

Quantifiable outcome

• 58% of brands report purpose-led sponsorships outperform traditional sponsorships
• +4 more outcomes

Named customers18 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• Global Sports WeekcoreStrategic or Co-development Partner · 1 January 202217 Sport partnered with Global Sports Week as a collaboration partner for three consecutive years (2022, 2023) to showcase changemakers and progressive leaders in the sports industry. The partnership involved co-hosting sessions on sustainability and inclusivity, and 17 Sport Co-Founder Neill Duffy participated as a speaker. The collaboration rooted in shared commitment to enabling the industry to do good while doing well.
• Future of Sport (Viva Technology)coreStrategic or Co-development Partner17 Sport collaborated with Future of Sport (brought to life by Viva Technology and Global Sports Week) for the fourth consecutive year. The company co-designed and moderated sessions on purpose-driven sports business, consumer values transformation, and athlete activism, positioning itself as a thought leader at the intersection of sport, business, and purpose.
• ZoomphminorStrategic or Co-development Partner17 Sport partnered with social analytics platform Zoomph to produce the 'Bigger Than Sports Report' (2021), analyzing how sports leagues, teams, and brands drive change through social media. The research provided 17 Sport with proprietary data and thought leadership content to support its client engagements.
• Carol Cone (Purpose Collaborative)minorStrategic or Co-development Partner17 Sport has worked with Carol Cone as part of the world's first purpose-driven collective — the Purpose Collaborative — since the company's founding. This long-standing relationship supports 17 Sport's purpose integration methodology and collaborative client work.
• SME Climate HubminorStrategic or Co-development PartnerIn 2024, 17 Sport committed to the SME Climate Hub pledge, reducing carbon emissions and reporting transparently on its annual carbon footprint as part of the global SME Climate Hub initiative.
• Brands on a MissionminorStrategic or Co-development Partner17 Sport co-authored content with Brands on a Mission on the intersection of mental health and sport, including a blog post published on World Mental Health Day exploring how businesses and brands can transform society through mental health interventions.
• International Union for Conservation of Nature (IUCN)minorStrategic or Co-development Partner17 Sport participated in the IUCN World Conservation Congress, with 17 Sport's Francois Singer moderating a panel on sport and its role in the preservation of biodiversity. The session featured contributions from Ligue Méditerranée de Football, Nomads Surfing, Game Earth, and others.
• B Corporation (B Lab)coreStrategic or Co-development Partner17 Sport is a certified B Corporation, requiring yearly recertification and rescoring to maintain alignment with B Lab's strict framework of social, environmental, and governance best practices. This certification is central to the company's brand identity and service credibility.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Market position

Strengths4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/17Sport

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 17 Sport