The Sports Consultancy

What The Sports Consultancy does

The Sports Consultancy (TSC) is a London-headquartered independent advisory firm founded in 2006 that provides strategy, commercial, events, facilities and legal advisory services to sports rights holders, host cities and destinations, brands and investors. Its core service lines cover Strategy and Investment, Events and Destinations, Commercial Partnerships, Facilities and Venues, and Legal (operated through wholly owned subsidiary TSC Legal, an SRA-regulated law firm). The firm operates from London, Abu Dhabi, Riyadh (as a recognised Regional Headquarters) and Singapore, and reports engagements across more than 200 cities.

TSC's technology-enabled product portfolio has expanded materially since 2025. TSC Impact, launched in October 2025 with Dr. Daniel Fujiwara, adds social value and wellbeing economics to TSC's existing economic and media impact methodology, aligned with UK Treasury Green Book and OECD frameworks. TSC SPIN 100, launched in January 2026, is a proprietary equity index tracking 100 publicly listed companies with material exposure to sport across 15+ countries and 14 industry segments. EventAIQ, launched in June 2026, is an AI-enabled self-service platform for measuring, forecasting and optimising the impact of events, programmes and infrastructure assets across economic, social, reputational, commercial and environmental dimensions. AI and data science delivery is supported through a partnership with enterprise-scale provider EXL.

TSC's revenue model combines project-based and retainer professional services engagements (Strategy, Events, Commercial, Facilities, Legal) with an emerging layer of subscription and licensing revenue from EventAIQ, SPIN 100 and TSC Impact. Distribution is primarily enterprise field sales augmented by thought leadership, the Take Five newsletter, industry event participation (Sports Investment Forum, SPIA Middle East), and a media partnership with SportsPro. The firm is privately held by founders and management (CEO and Co-Founder Angus Buchanan; Owner-Director Simon Molden), with no disclosed institutional investors or external funding rounds.

Name

The Sports Consultancy

Legal name

The Sports Consultancy Limited

Website

https://thesportsconsultancy.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

The Sports Consultancy is a London-founded independent advisory firm providing strategy, commercial, events, facilities and legal advisory to sports rights holders, host cities, brands and investors, with a growing portfolio of AI-enabled impact measurement and data products (EventAIQ, SPIN 100, TSC Impact) and offices in London, Abu Dhabi, Riyadh and Singapore.

Ownership category

akta.pro rank

Product category

Sports Advisory and Consulting

NAICS

Other Scientific and Technical Consulting Services (54169), Professional, Scientific, and Technical Services (54)

SIC

Investment Advice (6282)

akta.pro primary industry

Sports Business Consulting & Advisory (Strategy, Valuation, Due Diligence) (MPAKAKAL)

akta.pro secondary industries

Sponsorship Sales, Valuation & Analytics Services (Rights Sales, Measurement, Consulting) (MPAKALAK), Sports Compliance, Governance & Integrity Services (Safeguarding, Anti-Doping, Match Integrity) (MPAKAKAM)

Keywords

• Sports advisory services
• Major events consulting
• Commercial rights advisory
• Sports venue consulting
• Sports strategy consulting

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Strategy and Investment Advisory: Consulting services for strategy development, commercial and international growth strategies, audience analysis, transaction advisory, commercial due diligence, business optimisation, and operating model design.
2. Events and Destinations Advisory: Advisory services for destination strategy, event strategy and calendar planning, bid development and acquisition, operational experience, and impact and legacy planning.
3. Commercial Partnerships Advisory: Services for host procurement strategy and sales, sponsorship strategy and sales, sponsorship measurement, and brand strategy.
4. Facilities and Venues Advisory: Needs assessment, facility strategies, feasibility studies, capital cost estimation, business case and affordability analysis, funding applications, operator procurement, and contract monitoring.
5. Legal Services (TSC Legal): Legal advisory across events, commercial, corporate, and governance and regulatory matters. TSC Legal is both a standalone law firm and wholly owned subsidiary of The Sports Consultancy.
6. EventAIQ Platform: AI-enabled self-service platform providing event impact measurement and intelligence as a scalable product complement to traditional one-off impact studies.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

The Sports Consultancy is an independent global advisory firm providing strategy, commercial, events, facilities, and legal advisory services to sports rights holders, governments, host cities, brands, and investors. The firm supplements its advisory services with proprietary technology products including the EventAIQ impact-measurement platform, the TSC SPIN 100 equity index, and the TSC Impact socio-economic measurement service. TSC Legal operates as a wholly owned subsidiary law firm.

Product overview

The Sports Consultancy offers a portfolio of advisory services supplemented by proprietary technology products. The core offering includes strategic, commercial, and legal advisory across sports strategy, major events, facilities, and commercial partnerships. Technology-enabled products include EventAIQ (AI-powered event impact measurement platform), TSC Impact (social value measurement service combining economic, social, media and environmental frameworks), and TSC SPIN 100 (equity index tracking sports-exposed companies). TSC Legal provides specialized legal services as a wholly owned subsidiary. The company also publishes thought leadership and analysis in partnership with SportsPro and BDO.

Differentiator

Problem solved

Functional benefit

Brands

• TSC Legal: A standalone law firm and wholly owned subsidiary of The Sports Consultancy providing specialist sports and entertainment legal advisory services.
• TSC Impact
• EventAIQ
• TSC SPIN 100

Products and services

• Strategy and Investment Advisory Strategy and Investment Advisory covers strategy development, commercial and international growth strategies, audience analysis, transaction advisory and valuation, commercial due diligence, business optimisation, and operating model design for sports rights holders, leagues, and federations.
• Events and Destinations Advisory Events and Destinations Advisory covers destination strategy, event strategy and calendar planning, bid development and acquisition, operational experience, impact and legacy planning, and elections and campaigns for governments, host cities, and event organisers.
• Commercial Partnerships Advisory Commercial Partnerships Advisory covers host procurement strategy and sales, sponsorship strategy and sales, sponsorship measurement, and brand strategy for rights holders, host cities, and brands.
• Facilities and Venues Advisory Facilities and Venues Advisory covers needs assessment, facility strategies, feasibility studies, capital cost estimation, business case and affordability analysis, funding applications, operator procurement, and contract monitoring for venue developers and operators.
• TSC Legal TSC Legal is a standalone law firm and wholly owned subsidiary providing specialist sports and entertainment legal advice across events, commercial, corporate, and governance and regulatory matters. Authorised and regulated by the Solicitors' Regulation Authority.
• TSC Impact TSC Impact is a global impact measurement service combining economic, social, media and environmental value measurement for sport and major events, delivered through TSC's Sports Event Evaluation and Research Unit (SEER) using frameworks aligned with OECD and UK Treasury guidelines.
• EventAIQ EventAIQ is an AI-enabled self-service platform that measures, compares and optimizes the impact of events, programmes and infrastructure assets, supporting pre-event forecasting, scenario modelling, post-event reporting, portfolio comparison and long-term optimization across economic, social, reputational, commercial and environmental impact dimensions.
• TSC SPIN 100 TSC SPIN 100 is a proprietary global equity index tracking 100 publicly listed companies with material exposure to sport across 15+ countries and 14 industry segments, providing real-time performance tracking, financial ratios and growth metrics for analyzing capital market valuation of global sport.

Quantifiable outcome

• £2.2 billion economic impact generated for NFL in London (2007-2024)
• +4 more outcomes

Named customers25 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and supporting.

• 4GLOBALcoreStrategic or Co-development Partner · 21 April 2026GCC-wide partnership bringing together 4GLOBAL's sports data, demand modelling, and participation intelligence with TSC's advisory capabilities. Combines world-class sports intelligence, econometric impact measurement, and strategic advisory under one regional platform built in the Kingdom. Formalised at Sports Investment Forum 2026 in Riyadh.
• Dr. Daniel FujiwaracoreStrategic or Co-development Partner · 23 October 2025Launch of TSC Impact, a global service for measuring sport and major events impact. Combines TSC's two decades of leadership in economic and media impact evaluation with Dr. Fujiwara's expertise in social value and wellbeing economics. Dr. Fujiwara co-authored OECD's Social Value Framework and UK Treasury's Green Book.
• Flanders ClassicscoreStrategic or Co-development Partner · 8 July 2025Partnership with Flanders Classics and UCI to identify future hosts of UCI Cyclo-Cross World Cup from 2026/27 season onwards. TSC managing the host city selection process for the 12-event World Cup series.
• BDOcoreStrategic or Co-development Partner · 1 July 2025Joint publication series 'TSC & BDO Unlocking Growth' examining sport's evolving commercial landscape. Combined advisory offering covering capital raising, governance reform, and commercial optimisation. TSC provides commercial strategy and legal expertise while BDO contributes corporate finance, financial structuring and tax advisory.
• SportsProsupportingGTM or Marketing Partner · 1 June 2025Media partnership for SPIN 100 index. SportsPro publishes ongoing insight and thematic analysis drawn from the index, extending TSC's market reach and thought leadership positioning.
• World Cricketers' Association (WCA)supportingStrategic or Co-development Partner · 26 March 2025Partnership to conduct review of cricket's global structures and produce 'Protecting History, Embracing Change' report. TSC provided independent testing and validation, financial analysis, and benchmarks from across the industry.
• GreenLight Sport & LeisuresupportingStrategic or Co-development Partner · 5 March 2025Strategic partnership bringing together TSC's expertise in successful public leisure facility delivery with GreenLight's innovative business intelligence platform. Enables real-time scenario testing for leisure feasibility studies, option appraisals, and facility strategies.
• EXLsupportingTechnology or Integration · 1 January 2025Enterprise scale partner for AI, data science and machine learning capabilities supporting TSC Impact and EventAIQ platform delivery.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• CSM Sport & Entertainment: Global sports marketing, communications, and consulting agency serving rights holders, brands, and host cities. Directly comparable to TSC in offering commercial partnerships, sponsorship strategy, and major event advisory across sport.
• Sportfive: Global sports marketing and rights agency focused on commercial rights sales, sponsorship, and host city advisory for major sports events. Directly comparable to TSC's commercial partnerships and major events mandates.
• Two Circles: Sports data, analytics, and digital agency serving rights holders, governing bodies, and brands with fan data, CRM, and commercial advisory. Comparable to TSC's tech-enabled (EventAIQ, SPIN 100) sports business intelligence proposition.
• Nielsen Sports: Global sports measurement and sponsorship analytics firm providing media value, sponsorship ROI, and fan engagement data. Comparable to TSC Impact and SPIN 100 product propositions in quantifying sports commercial value.
• Engine Sport: Sports marketing, sponsorship, and commercial rights consultancy working with rights holders, brands, and destinations across global sport. Comparable to TSC in commercial strategy and sponsorship measurement offerings.
• Octagon: Global sports marketing and consulting agency offering sponsorship consulting, athlete management, and event/host city advisory. Highly comparable to TSC across commercial partnerships and events/destinations service lines.

Broad incumbents

• KPMG (Sports Advisory): Big Four firm with established global sports practice advising federations, leagues, and governments on commercial strategy and major events. Comparable to TSC on strategy and major events mandates but operates as a generalist.
• Deloitte (Sports Business Group): Big Four advisory with dedicated sports business practice covering strategy, transactions, and impact advisory for rights holders, leagues, and governments. Overlaps with TSC's strategy, transactions, and impact service lines, but as part of a much broader portfolio.

Emerging players

• 4GLOBAL: Sports data and analytics company specialising in participation modelling, demand forecasting, and economic impact measurement. Now a GCC-wide strategic partner to TSC, but also a potential competitor in the impact measurement space that EventAIQ addresses.

Others

• BDO (Global Sport Practice): Global accounting and advisory network with a sport-focused practice spanning transaction advisory, governance, and financial structuring. Currently a content and co-advisory partner of TSC, with overlapping capability in sport investment due diligence.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/the-sports-consultancy
• Xx.com/sports__consult

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries1 record

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 The Sports Consultancy