Beyond 90

What Beyond 90 does

Beyond 90 is a Manchester-based professional services agency specializing in fan engagement for sports organizations, rights holders, and consumer brands. The firm delivers project-based engagements across live events (title parades, trophy tours, kit launches, fan zones, live sports screenings), experiential marketing activations (including luxury pop-up retail concepts), sponsorship executions, and content production (imagery, video, and social campaigns). Its operating methodology, branded 'Storytelling Beyond 90 Minutes,' focuses on extending the narrative reach of sporting moments beyond match-day, building fan loyalty and producing shareable content for global broadcast and social distribution.

The company serves three primary customer segments: sports clubs and rights holders (Premier League football clubs including Manchester City FC, Brighton & Hove Albion, and Fulham FC, plus the International Netball Federation and Team GB); consumer brands seeking sports-tied activations (Puma, Hermès); and government/local authorities (Manchester City Council). Named marquee engagements include Manchester City's 2018-19 Premier League title and historic 2019 domestic quadruple celebrations, the 2016 Team GB Olympic Heroes Parade, the 2019 Puma x City Football Group kit launch, the Hermèssmatic pop-up for Hermès, Brighton & Hove Albion's promotion parade, and New York Yankees London fan engagement events.

Revenue is generated exclusively through project-based professional service fees for event management, production, and creative work, delivered via direct client engagement with enterprise buyers. The firm is privately held, bootstrapped or founder-owned, with no disclosed institutional investment, operates with 1-10 employees, and supplements core staff with a flexible freelance 'Playmaker' matchday network. No software product, public API, or proprietary technology platform has been disclosed. Geographic delivery extends from the UK base into US-facing projects, though no permanent international offices are evident.

Name

Beyond 90

Legal name

Beyond 90

Website

https://beyond90.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Beyond 90 is a Manchester-based fan engagement agency delivering project-based live events, experiential marketing, sponsorship activations, and content production for sports clubs, rights holders, consumer brands, and local authorities.

Ownership category

akta.pro rank

Product category

Sports Marketing & Fan Engagement Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events (7113), Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320), Other Spectator Sports (711219)

SIC

Services-Amusement & Recreation Services (7900), Services-Advertising Agencies (7311)

akta.pro primary industry

Sports Hospitality & Premium Experiences (VIP, Suites, Fan Zones) (MPAGAMAJ)

akta.pro secondary industry

Local Community & Multi-Category Fairs (MPAGAFAO)

Keywords

• Fan engagement services
• Experiential marketing agency
• Sports event production
• Sponsorship activations
• Sports marketing services

Headquarters

HQ city

Manchester

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Professional Services - Event & Experiential Projects: Beyond 90 generates revenue through project-based professional service engagements, creating and executing fan engagement events, experiential marketing campaigns, and sponsorship activations for sports clubs and brands. Revenue is earned through fees for event management, production, and creative services on a per-project basis.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Beyond 90 is a fan engagement agency that plans, produces, and executes live events, experiential marketing activations, sponsorship deliverables, and content campaigns for sports clubs, rights holders, and consumer brands. Its work centers on championship parades, kit launches, fan zones, live screenings, and brand activations that extend the narrative of sport beyond the live match, with each engagement delivered as a bespoke project rather than a packaged product.

Product overview

Beyond 90 operates as a fan engagement agency offering a portfolio of project-based services rather than a unified software product or platform. Their core offerings include live events and experiential marketing activations, sports marketing and sponsorship services, and content production. The company works with sports clubs and brands to create fan experiences through events (parades, fan zones, kit launches), brand activations, and storytelling content campaigns. The various services are delivered as client projects rather than as distinct software products or modules within a platform architecture.

Differentiator

Problem solved

Functional benefit

Products and services

• Fan Engagement Agency Services End-to-end fan engagement services for sports clubs and brands, covering strategy, creative, management, production, and storytelling across live events, experiential marketing, sponsorship, and activations. Designed for sports clubs, rights holders, and consumer brands seeking to engage fans beyond live match coverage.
• Live Events & Experiences Creation and production of live fan engagement events including title parades, trophy tours, promotional celebrations, kids fanzones, and live screening events. Built for sports clubs and consumer brands that need to mobilize physical or public fan experiences tied to sporting moments.
• Experiential Marketing Development of immersive brand experiences and pop-up activations, including concept design, build, and on-site delivery of experiential retail moments. Targeted at sportswear, luxury, and consumer brand clients seeking sports-linked or culturally resonant live experiences.
• Sports Marketing & Sponsorship Activations Management and execution of sponsorship activations, kit launches, and brand partnership deliverables within the sports industry. Serves brands and clubs that need to convert sponsorship rights into tangible fan-facing events and content.
• Content Production

Quantifiable outcome

• Created promotion parade and party for Brighton & Hove Albion that 'will live long in the memory of Brighton and Hove Albion fans'
• +3 more outcomes

Named customers10 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

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• MKTG: Global lifestyle and sports marketing agency (part of Dentsu) delivering experiential, sponsorship activation, and fan engagement programs for brands and rights holders. Directly comparable to Beyond 90 on experiential activations and fan engagement, with a much broader geographic and client footprint.
• Wasserman: Global sports marketing, talent management, and experiential agency with deep relationships across leagues, teams, and brands. Overlaps with Beyond 90 on sports experiential and brand activation work, but with significantly broader service lines including talent representation and consulting.
• CSM Sport & Entertainment: International sports and entertainment agency providing sponsorship, experiential, and fan engagement services to rights holders and brands. Highly comparable in offering and customer base, but operates at a much larger scale as part of Chime Communications.
• Octagon: Global sports marketing agency and a division of Interpublic Group, offering sponsorship consulting, experiential activations, and fan engagement for major rights holders and brands. Direct functional overlap with Beyond 90 in sports experiential and fan engagement work, but at significantly larger scale and broader service portfolio.

Direct peers

• Two Circles: Sports-focused agency combining data, marketing, and fan engagement services for rights holders such as the Premier League, NFL, and Formula 1. Operates in the same sports fan engagement category as Beyond 90, with comparable target customers (sports clubs, federations) but a more data- and tech-enabled model.
• Engine Shop: Experiential marketing agency specializing in sports and entertainment activations, producing fan zones, title events, and brand experiences for leagues, teams, and sponsors. Closely aligned with Beyond 90's fan engagement and experiential offering, though with a US-centric footprint and larger headcount.

Emerging players

• LiveWire Sport: Sports content and digital agency producing fan engagement content, social campaigns, and storytelling for sports organizations and brands. Comparable to Beyond 90's content production and digital storytelling services in sport, though less focused on live event production.

Regional players

• LEAD Marketing Agency: UK-based sports and experiential marketing agency delivering activations, fan engagement, and brand experiences for Premier League clubs and brands. Comparable to Beyond 90 on customer base (UK football clubs) and experiential offering, primarily competing in the same UK geography.
• BDDW Group: UK sports and entertainment creative agency producing brand storytelling, content, and fan engagement campaigns for sports organizations. Comparable to Beyond 90's content production and storytelling angle within sports, but more focused on creative and digital content than live events.
• Zoetermeer SportCity / The Sports Consultancy: European sport marketing consultancy offering sponsorship strategy, rights-holder advisory, and activation work. Comparable to Beyond 90 on sports marketing and sponsorship activation services, primarily operating in European markets rather than competing directly in the UK experiential niche.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Beyond_90

Revenue estimate

Valuation estimate

Number of profiles

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 Beyond 90