Women's Sports Alliance

What Women's Sports Alliance does

Women's Sports Alliance (WSA) is a London-headquartered services and community platform focused on the commercial development of elite female athletes, founded in 2020 by former international footballer Jordan Guard. The company operates a portfolio of interconnected programmes built around three core communities: the Female Athlete Collective (a global network of 1,000+ elite female athletes across 13 countries and 19 sports), the Brand & Rights Holder Collective (a subscription network for brand marketers and federation executives), and the Athlete Guiding Group (an elite athlete advisory panel). Its flagship commercial offering, the Athlete Commercial Growth Programmes, delivers immersive on-site workshops at sports clubs covering personal brand identity, content creation, social media strategy, media kit building and partner activations, with services structured for both rights holders (federations, clubs, leagues, brands, agencies) and individual athletes. The technology layer is a digital platform powering collective membership, content distribution and the annual Elite Female Athlete Survey, supplemented by structured curriculum partnerships (My Brand Academy's Personal Brand Building Playbook Programme) and legal expertise (Sheridans).

WSA generates revenue through a mix of professional services engagements (workshop delivery and program design for rights holders; advisory services for individual athletes) and recurring subscription collectives (Female Athlete Collective membership and Brand & Rights Holder Collective access). Its go-to-market combines community-led and event-driven motions: building the athlete network through the Collective, then leveraging that network to win enterprise workshop contracts with federations and brands, anchored by an Advisory Board that includes senior leaders from adidas and JD Sports. Distribution is on-site workshop delivery across UK regions plus a globally accessible digital platform.

In June 2024, WSA was acquired by 17 Sport, a certified B Corporation sports impact company, and now operates as a subsidiary within 17 Sport's global infrastructure. The company maintains regional headquarters in London (UK), Paris (Europe) and New York (North America), with the Athlete Guiding Group extending its athlete footprint to Australia, Canada, the USA, Ireland and Germany. Andy Moss serves as Executive Chairman.

Name

Women's Sports Alliance

Legal name

Women's Sports Alliance

Website

https://wsportsalliance.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Women's Sports Alliance is a London-based services and community platform, founded in 2020 and now a subsidiary of 17 Sport, that delivers commercial growth workshops and operates collective networks (1,000+ elite female athletes and a brand/rights-holder subscription tier) for federations, brands, agencies and individual female athletes worldwide.

Ownership category

akta.pro rank

Product category

Athlete Commercial Development Services

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114), Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (711410), Promoters of Performing Arts, Sports, and Similar Events (7113)

SIC

Services-Advertising Agencies (7311), Services-Membership Organizations (8600)

akta.pro primary industry

Athlete Marketing, Endorsement & Sponsorship Representation (MPAKAMAC)

akta.pro secondary industries

Athlete Brand Management & Public Relations (Image, Media, Crisis) (MPAKAMAD), Full-Service Athlete Talent Agencies (Contract Negotiation & Career Management) (MPAKAMAA), Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)

Keywords

• Athlete commercial development
• Personal branding services
• Women's sports consulting
• Athlete marketing workshops
• Sports rights holder services

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Services to Rights Holders: Working with federations, clubs, leagues, brands and agencies to unlock athlete commercial growth through workshop delivery and program design
2. Individual Athlete Services: Direct services to female athletes for personal brand development and commercial value growth
3. Female Athlete Collective Membership: Global community of 1,000+ elite female athletes receiving newsletters, resources, and support
4. Brand & Rights Holder Collective: Monthly insights and network access for brands and rights holders investing in women's sport

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Women's Sports Alliance designs and delivers immersive commercial growth experiences (workshops and structured programs) that upskill elite female athletes in personal branding, digital media, sponsorship navigation, and image rights. It also runs two digital collectives — the Female Athlete Collective (1,000+ athletes) and the Brand & Rights Holder Collective — alongside bespoke consulting services for federations, clubs, leagues, brands, and agencies seeking to expand the commercial value of women's sport.

Product overview

Women's Sports Alliance is a service-focused organization offering a portfolio of interconnected programmes and communities centered on advancing the commercial value of female athletes. The core offerings include the Female Athlete Collective (a global community of 1,000+ elite athletes) and the Brand & Rights Holder Collective (for industry partners). These are supported by the Athlete Commercial Growth Programmes delivering immersive workshops, the Athlete Guiding Group (an elite athlete advisory panel), the My Brand Academy x WSA Personal Brand Building Playbook Programme, and the annual Elite Female Athlete Survey providing industry research. Services are structured for both individual athletes and rights holder organizations (federations, clubs, leagues, brands, agencies).

Differentiator

Problem solved

Functional benefit

Brands

• Female Athlete Collective: A global network of 1,000+ elite female athletes providing commercial support, resources, and newsletter content to members.
• Athlete Guiding Group (AGG)
• Brand & Rights Holder Collective

Products and services

• Athlete Commercial Growth Programmes Immersive workshop-based programmes delivered at sports clubs that train elite female athletes in personal brand identity, content creation, social media strategy, media kit building, and partner activations. Targeted at federations, clubs, leagues, brands, and agencies that want to develop marketable, partner-ready athletes.
• Female Athlete Collective A global community membership product for elite female athletes that delivers personal brand development resources, expert newsletters, and access to brand and industry networks. Designed for individual elite athletes seeking to grow commercial value.
• Brand & Rights Holder Collective A subscription-based network membership for brand and rights holder representatives providing monthly insights, commercial activity data, and early access to Elite Female Athlete Survey results.
• Personal Brand Building Playbook Programme A 2-month intensive online programme in partnership with My Brand Academy that delivers personal branding frameworks, expert online calls, and a custom Personal Brand Playbook to selected female athletes.
• Services for Rights Holders Consulting and bespoke programme design services for federations, clubs, leagues, brands, and agencies looking to unlock athlete commercial growth, expand sponsor activation, and strengthen commercial property value.
• Services for Individual Athletes Direct consulting services for individual female athletes covering personal branding, sponsorship guidance, and digital platform monetization.

Quantifiable outcome

• 85% of female athletes use Instagram as primary content platform
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered core and flagship.

• SheridanscoreGTM or Marketing Partner · 30 April 2025Leading sports and entertainment law firm powering WSA Female Athlete Collective newsletters with expert legal insights for 5 weeks; covering image rights, contracts, agents, investments; provides guidance on legal rights for female athletes
• My Brand AcademycoreStrategic or Co-development Partner · 7 April 2025Strategic partnership providing industry-leading personal branding content, workshops and frameworks for female athletes; launching exclusive Personal Brand Building Playbook Programme with 12 selected athletes; draws on entertainment franchise branding experience (Harry Potter, Marvel, TikTok)
• 17 SportflagshipOthers · 5 June 202417 Sport completed acquisition and transition of Women's Sports Alliance; 17 Sport is a certified B Corporation sports impact company leveraging sport for social good; powers WSA operations with global resources and infrastructure for expansion
• adidascoreStrategic or Co-development Partner · 21 August 2023Adidas VP Phil Benton leads WSA Advisory Board; Clementine Painter from adidas Europe Sustainability leads Breaking Barriers For Girls project; adidas guest speakers at WSA events; pan-European gender equity program designed by 17 Sport for adidas
• JD SportscoreStrategic or Co-development Partner · 21 August 2023Chief Brand Relationships Director Lucynda Davies serves on WSA Advisory Board; brings commercial partnership expertise from global sports brand experience

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Excel Sports Management: Athlete representation and management agency with marketing and endorsement negotiation; comparable to WSA as a direct talent/athlete agency, although not exclusively focused on women's sports.
• Independent Sports & Entertainment (ISE): Athlete representation and management firm providing contract negotiation, marketing and post-career services; comparable to WSA as a direct peer in the athlete talent/management space.

Emerging players

• Just Women's Sports: Media platform dedicated to women's sports, monetising via content, newsletters and partnerships; comparable to WSA because it serves the same women's sport commercial-growth thesis with audience/brand-side relationships rather than direct athlete training.
• Relo Metrics: Sports sponsorship analytics and athlete marketing data platform serving brands and rights holders; comparable to WSA as a women's-sport-adjacent data/analytics and rights-holder enablement business.

Broad incumbents

• Wasserman: Global sports marketing, talent representation and consulting agency with athlete management, brand consulting and properties divisions; comparable to WSA because it sells athlete commercial services to rights holders and brands, but operates across all sports at much larger scale.
• Creative Artists Agency (CAA): Global talent and sports agency with a dedicated women's sports practice; comparable to WSA because it represents athletes, negotiates endorsements, and increasingly invests in women's sport commercial opportunities.
• Roc Nation Sports: Athlete management and marketing division of Roc Nation handling endorsements and commercial deals for professional athletes; comparable to WSA in delivering athlete marketing/endorsement services to brands and rights holders.
• Octagon: Global sports marketing agency offering athlete and property representation, consulting and experiential; comparable to WSA because it sells athlete marketing and rights-holder commercial services to brands and federations across multiple sports.

Others

• Women's Sports Foundation: Non-profit advocacy and research organization advancing women's sport participation and leadership; comparable to WSA on mission and target audience, although WSA is commercial-services oriented while the Foundation is advocacy/research-led.
• On Her Turf (NBC Sports): Editorial platform within NBC Sports dedicated to women's sports coverage and storytelling; comparable to WSA because it amplifies women's sport narratives and connects brands to female athletes, though delivered through media rather than services.

Market position

Strengths5 records

Weaknesses2 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/WSportsAlliance
• YouTubeyoutube.com/channel/UCyx6z5RSel4CsEVoFzS-uaA
• Facebookfacebook.com/wsportsalliance
• Instagraminstagram.com/wsportsalliance
• TikToktiktok.com/@wsportsalliance

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Women's Sports Alliance