Name

Sporting Group International Ltd

Legal name

Sporting Group International Ltd

Website

https://sportinggi.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Sports Sponsorship Agency Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events (7113)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Sponsorship Sales, Valuation & Analytics Services (Rights Sales, Measurement, Consulting) (MPAKALAK)

akta.pro secondary industry

Athlete & Team Sponsorship Deals (Official Partners, Jersey/Kit Sponsors) (MPAKALAA)

Keywords

• Sports sponsorship brokerage
• Commercial partnership facilitation
• Athlete talent management
• Sports industry recruitment
• Stadium naming rights

Headquarters

HQ city

Birmingham

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Sponsorship Acquisition and Brokerage: SGI earns commissions and fees by brokering sponsorship deals between sports rights holders and brands. They are retained by clubs and governing bodies to secure sponsors, and work with brands to find suitable sports partnerships. The company negotiates multi-million pound contracts on behalf of clients.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels1 record

Core offering

Sporting Group International is a global sports agency that brokers high-value sponsorship deals and commercial partnerships between brands and sports rights holders (clubs, federations, governing bodies). The firm manages the full commercial process from negotiation and contractual documentation through to activation planning, covering front-of-shirt, sleeve, training wear and kit sponsorships, stadium/venue naming rights, and official partnerships, complemented by athlete talent management (SGI Sports Management) and sports recruitment (Sporting Jobs) services.

Product overview

Sporting Group International (SGI) is a global sports agency that operates as a unified platform offering sponsorship acquisition and sports marketing services. The core SGI brand serves as the primary offering, with sister divisions SGI Sports Management (talent management) and Sporting Jobs (recruitment) extending the portfolio. Services include front-of-shirt, sleeve, and training wear sponsorships, stadium/venue naming rights, official partnerships, and athlete endorsements. The company connects brands seeking sports marketing opportunities with rights holders including clubs, federations, and governing bodies.

Differentiator

Problem solved

Functional benefit

Products and services

• Sporting Group International (SGI) Sponsorship Brokerage Global sports agency brokering high-value sponsorship deals and commercial partnerships between brands and sports rights holders (clubs, federations, governing bodies) across football, cricket, darts, rugby, and other elite sports. Services span deal identification, negotiation, contractual documentation, and activation planning for B2B clients.
• SGI Sports Management (Talent Management) Athlete talent management and representation division within Sporting Group International, providing management services for athletes.
• Sporting Jobs (Sports Recruitment) Sports recruitment platform and service connecting professionals with employment opportunities in the sports industry, operating as a sister company within Sporting Group International.
• Front of Shirt Sponsorship Premium front-of-shirt sponsorship placement service for sports clubs and teams, brokering deals between brands and rights holders for the most valuable jersey real estate.
• Venue Naming Rights Stadium and venue naming rights brokerage service, securing long-term naming partners for sports venues (e.g., Toughsheet Community Stadium for Bolton Wanderers, Headingley Cricket Ground mandate).
• Official Partnership Brokerage Official partnership arrangement services brokering deals between brands and sports rights holders across designated official partner categories.
• Kit and Apparel Sponsorship Kit, sleeve, and training wear sponsorship placement services for sports clubs and teams, including shirt sponsorships, betting partnerships, and brand placements.

Quantifiable outcome

• Multi-million pound contracts negotiated on behalf of brands
• +2 more outcomes

Named customers12 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core and flagship.

• Hartlepool United FCcoreChannel Partner/ Reseller/ Distributor · 3 June 2026Appointed to help secure new sponsors for first team kit, naming rights and digital channels for the National League club ahead of US-based real estate developer Landon Smith's first full season as chairman and owner.
• Gloucestershire County Cricket ClubflagshipChannel Partner/ Reseller/ Distributor · 21 May 2026SGI secured three sponsorship deals for Gloucestershire Cricket worth a substantial six-figure sum: EV charging specialist Easee (front-of-shirt), luxury watch brand Christophe Duchamp (Official Watch Partner), and Haier HVAC (Vitality Blast front-of-shirt). Partnership extended to target sponsors for 2027/28 season.
• Navigator Global (Santander)coreGTM or Marketing Partner · 20 May 2026SGI appointed as sports marketing agency for Navigator Global, Santander's international platform helping SMEs accelerate global expansion. Collaboration aims to support SMEs in leveraging sport as a platform to access new markets and build strategic relationships worldwide.
• Burton Albion FCcoreChannel Partner/ Reseller/ Distributor · 12 May 2026Appointed to find new main shirt sponsor for 2026/27 season. Club plays in League One and recently secured position for ninth consecutive season.
• Professional Darts Corporation (PDC)flagshipStrategic or Co-development Partner · 11 May 2026SGI exclusively appointed to secure official sponsor for 'Big Fish' 170 checkout. SGI manages all commercial negotiations, contractual documentation and activation planning on behalf of the PDC. The sponsorship offers visibility across arena venues worldwide and broadcasts on ITV, Sky Sports, and other global networks.
• ValeroflagshipStrategic or Co-development Partner · 1 January 2026Three-year partnership extension between Valero and Texas Super Kings through 2028. SGI played key role in facilitating discussions and bringing both parties together. Partnership delivers brand visibility and fan engagement in Major League Cricket.
• Meister EuropecoreStrategic or Co-development Partner · 17 February 2025Strategic partnership to bridge Japanese and European football. Focus areas include talent development and career progression for players, business development strategies for clubs, and promoting Japanese football in Europe. Founded by Japanese football legend Shinji Okazaki.
• Travel Connection & Champions TravelflagshipStrategic or Co-development Partner · 23 January 2025Joint Match Break Partnership with FC Bayern Munich. SGI brokered this exclusive partnership - the first of its kind for Bayern Munich. Travel providers offer exclusive travel packages for fans to experience Bundesliga and UEFA Champions League matches at Allianz Arena, including premium tickets, stadium tours, and hotel accommodation.
• Final ThirdcoreStrategic or Co-development Partner · 17 May 2024Sustainability partnership with Final Third, leaders in sport and sustainability. Final Third delivers sustainability workshops for SGI staff, created environmental assessments, and supported SGI in relocating to energy-efficient offices near Birmingham New Street Station. The partnership aims to make SGI the sports industry agency leading in environmental practices.
• Sporting JobscoreOthersSister company within Sporting Group International, providing sports recruitment services.
• SGI Sports ManagementcoreOthersSister company within Sporting Group International, providing athlete talent management services.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• CAA Sports (Creative Artists Agency): Sports division of major talent agency Creative Artists Agency, providing marketing, sponsorship and athlete representation. Comparable to SGI on sponsorship and talent management, but with a significantly larger talent bench and brand portfolio.
• IMG (Endeavor): Global sports and entertainment company (within Endeavor) operating in media rights, events, licensing and athlete management. Overlaps with SGI across sponsorship, athlete representation and event-side commercial services at much larger scale.
• MKTG (Dentsu): Global sponsorship and experiential marketing agency within the Dentsu network, connecting brands with sport and entertainment properties. Comparable to SGI in brokering brand-to-rights-holder partnerships but operating at significantly greater scale through Dentsu's global network.
• Octagon: Large global sports marketing agency (part of IPG) offering sponsorship consulting, athlete management and experiential marketing. Comparable service set to SGI but at materially greater scale and with deeper league/federation relationships.

Direct peers

• Two Circles: Sports data-driven marketing agency working with rights holders and brands on sponsorship, fan engagement and digital products. Closely comparable to SGI in serving sports rights holders commercially and increasingly using data/tech to drive sponsorship outcomes.
• Wasserman: Sports marketing and talent management agency representing athletes, brands and rights holders across global sport. Directly overlaps with SGI on the sponsorship broker and athlete representation side, and is a credible benchmark for a multi-service sports agency.
• Engine Sport: UK-based sports marketing and sponsorship agency serving rights holders and brands. Closely comparable to SGI in size, geography (UK-headquartered) and service mix around sponsorship acquisition and brand activation in sport.
• Sportfive: Global sports marketing and sponsorship agency offering rights-holder commercialisation, brand partnerships, and digital content services. Directly comparable to SGI as a global sponsorship broker serving clubs, leagues and brands across multiple sports and geographies.
• Infront Sports & Media: International sports marketing company specialising in media rights, sponsorship and event management for rights holders. Comparable to SGI in delivering end-to-end commercial partnership solutions to federations, clubs and event owners globally.

Regional players

• Mailman Group: China-headquartered digital sports marketing group with global sponsorship, digital and content services. Comparable to SGI on the sponsorship and digital commercialisation side, but with a primarily Asia-Pacific client base that complements rather than directly overlaps SGI's UK/Europe footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/sporting-group-international

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries2 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 Sporting Group International Ltd