Tactic Connect

What Tactic Connect does

Tactic Connect is a UK-based global sports agency founded in 2018 by sports lawyer and entrepreneur Genevieve Gordon-Thomson. The firm serves athletes, clubs, businesses, and sporting organisations through four integrated service pillars: Tactic Strategy (sustainable growth planning and advisory), Tactic Design (visual identity and brand systems), Tactic Counsel (legal support across contracts, compliance, brand protection, dispute resolution, employment, and image rights), and Tactic Educate (masterclasses, short courses, and postgraduate programmes). The company positions itself as an accessible, affordable alternative for niche and developing sports, with active engagements across netball, motorsport, DanceSport, and broader sports governance.

The business operates on a services-based model with no proprietary technology platform; delivery is consultative and tailored, supported by a content marketing presence (blog, LinkedIn, X, Facebook, Instagram) and direct client engagement via email, phone, and website forms. Revenue is generated through bespoke professional services (advisory, design, legal counsel, education programmes) and a supplementary productised line of downloadable contract templates (Personality Endorsement, Sponsorship, and Image Rights License Agreements) starting at £79.99 per template via a SumUp payment link. Strategic partnerships with the British Association for Sport and Law (BASL), British DanceSport Association (BDSA), Netball Players Association (NPA), National Motorsport Academy, and Sports Governance Academy anchor the firm's referral pipeline and education offerings.

The company is a private limited company in England and Wales, headquartered in Horsham with a second contact office in Bridgend, and claims a global footprint served from the UK. The firm is bootstrapped with no external funding rounds, no disclosed parent, and operates with 11-50 employees, indicating a small founder-led consultancy. The most recent strategic activity includes a refreshed services brochure in December 2025 and a planned new website in 2026, alongside a push into US-facing engagements such as SEICon Las Vegas in 2024.

Name

Tactic Connect

Legal name

Tactic Connect Ltd

Website

https://tacticconnect.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Tactic Connect is a UK-based global sports agency offering strategy, design, legal counsel, and education services to athletes, clubs, and sporting organisations. The founder-led firm operates a bespoke professional services model with supplementary contract templates, supported by partnerships across UK sports governance bodies.

Ownership category

akta.pro rank

Headquarters

HQ city

Crawley

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Contract Template Sales: Tactic Connect sells amendable contract templates (Personality Endorsement Agreement, Sponsorship Agreement, Image Rights License Agreement) priced from £79.99 per contract, with bundle options available. Extra support can be purchased additionally.
2. Professional Services (Advisory, Design, Education): Revenue is generated through bespoke advisory services (strategy, legal counsel), design services (brand identity, visual systems), and education programmes (masterclasses, short courses, postgraduate programmes). Services are tailored to athletes, clubs, businesses and sporting organisations.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Tactic Connect is a global sports agency delivering four integrated service pillars: Tactic Strategy (sustainable growth planning and strategic advisory), Tactic Design (visual identity and brand design systems), Tactic Counsel (legal support across contracts, compliance, brand protection, dispute resolution, employment, and image rights), and Tactic Educate (masterclasses, short courses, and postgraduate programmes). It also sells amendable, one-time-licensed contract templates covering Personality Endorsement, Sponsorship, and Image Rights License Agreements, starting at £79.99 per contract.

Product overview

Tactic Connect is a global sports agency offering four core service pillars: Tactic Strategy (strategic planning and business consulting), Tactic Design (visual identity and brand design services), Tactic Counsel (legal support across contracts, compliance, brand protection, dispute resolution, employment, and image rights), and Tactic Educate (tailored education programmes, masterclasses, and training). The company also offers supplementary products including downloadable contract templates (Guides & Packs) starting at £79.99, and runs a Masterclass Series in partnership with BASL. Founded by sports lawyer and entrepreneur Genevieve Gordon-Thomson, the agency serves athletes, clubs, businesses, and governing bodies to achieve sustainable success.

Differentiator

Problem solved

Functional benefit

Products and services

• Tactic Strategy Strategic planning and consulting services that help athletes, clubs, governing bodies, and businesses see the bigger picture and plan for sustainable growth in the sports industry.
• Tactic Design
• Tactic Counsel
• Tactic Educate
• Guides & Packs (Contract Templates)
• Masterclass Series Educational masterclass programmes delivered in partnership with the British Association for Sport and Law (BASL), covering sports law, governance, and industry topics for sports lawyers, administrators, and other sport-sector professionals.

Named customers5 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

Six partnerships are on record, tiered minor and core.

• Sports Governance AcademyminorGTM or Marketing Partner · 1 November 2025Tactic Connect Project Manager Lucy Wilson attended the Sports Governance Academy annual conference 'Setting the Field', gaining insights to apply in client support.
• British Association for Sport and Law (BASL)coreStrategic or Co-development Partner · 1 January 2025Tactic Connect has a long-standing relationship with BASL, supporting the planning and facilitation of their masterclass series (2025 included sessions on Neurodiversity, Human Rights Law, Esports, and Equestrian Sports) and annual conferences (2020 Tottenham Hotspur Stadium, 2022 Kia Oval, 2024 Queen's Club).
• Netball Players Association (NPA)coreStrategic or Co-development Partner · 1 January 2025Tactic Connect founder Genevieve Gordon-Thomson serves as Legal and Commercial Director of the NPA, working with England Netball to support player rights, welfare, commercial empowerment, and the sport's journey toward full professionalisation.
• National Motorsport AcademyminorStrategic or Co-development Partner · 1 August 2024Tactic Connect worked with the National Motorsport Academy to supply content for their Business of Motorsport MA programme, illustrating how motorsport can raise awareness of core world issues such as conservation (Rhino Ark).
• British DanceSport Association (BDSA)coreStrategic or Co-development Partner · 1 October 2023Tactic Connect supported the British DanceSport Association with its creation, launch, and future development. BDSA aims to unify the DanceSport industry in the UK, bringing cohesion and community to dancers, teachers, adjudicators, and external organisations.
• Rhino ArkcoreStrategic or Co-development Partner · 1 October 2021Tactic Connect appointed Rhino Ark as its charity of choice for the coming year, supporting the charity with UK-based motorsport events to raise awareness. The partnership aligns with Tactic Connect's mission around sustainability through sport. Tactic Connect supported Rhino Ark UK to work with the National Motorsport Academy supplying content for their Business of Motorsport MA programme.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Ear to the Ground: UK-based sports and culture communications, partnerships, and strategy agency. Comparable given its work with athletes, brands, and rights holders on narrative, brand strategy, and commercial partnerships in the British sports ecosystem.
• Branscombe Associates: UK-based sports law and commercial advisory firm serving athletes, agents, clubs, and governing bodies. Direct peer given shared legal-counsel focus for the UK sports market, particularly on contracts, image rights, and regulatory matters.
• James Grant Group: UK sports management and talent representation agency. Comparable in scale and geography, providing commercial, legal, and management services to athletes and sports professionals.
• Pitch International: UK- and globally-based sports rights, sponsorship, and athlete representation agency. Direct peer given the shared focus on niche sport rights (notably netball and other underrepresented sports) and commercial advisory for athletes and federations.

Broad incumbents

• IMG (Endeavor): Global sports, events, and talent management business under Endeavor. Comparable as a broad incumbent with athlete representation, licensing, events, and consulting, though vastly larger and broader than Tactic Connect's niche focus.
• Wasserman: Global sports marketing and talent management agency representing athletes, brands, and rights holders. Comparable as a broad incumbent offering athlete representation, consulting, and brand strategy that overlaps with Tactic Connect's Strategy and Counsel pillars, though at far greater scale.
• CSM Sport & Entertainment: International sports and entertainment agency offering athlete management, sponsorship, and strategic consulting. Comparable to Tactic Connect's full-service advisory approach, particularly for brands and rights holders across major sports.
• Octagon: Global sports marketing agency with athlete representation, consulting, and experiential services. Overlaps with Tactic Connect's integrated athlete services model but operates at significantly larger scale across multiple major sports.

Others

• Sport Industry Group: UK-based events, content, and networking business for the sports industry. Not a direct competitor, but adjacent given the overlap in industry education, events, and thought leadership activities Tactic Connect pursues via BASL and the Sports Governance Academy.
• Leaders Performance Institute: UK-based performance and business education provider for elite sport. Adjacent peer given overlap with Tactic Connect's Tactic Educate pillar and BASL masterclass work, though focused on high-performance leadership rather than athlete commercial services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/tacticconnect
• Facebookfacebook.com/TacticConnect
• LinkedInlinkedin.com/company/tactic-counsel-ltd
• Instagraminstagram.com/tactic_connect

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Tactic Connect