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Who we are

SportAZ is a brand and marketing consultancy for the sports industry, filled with think pieces, resources and opportunities for sport brands and brands in sport to get closer to their fans.

SportAZ. It’s sweet as.

Boy playing basketball in park

Our purpose

We use the power of brand to bring sports brands and brands in sport closer to fans and communities. 

Our specialisms

  • Developing strategic, purpose-led brands 

  • Delivering robust marketing strategies 

  • Thought-leadership 

  • Grassroots and community focussed consultancy 

  • Women in sport and D&I strategies 

  • Training and education 

  • Brand-led sponsorship/partnership strategies 



Across the sports industry 


What makes us, us

We understand there is no shortage of sport consultancy's out there but we're different. Here's why: 

  • ​We're branding first, specialising in sport second, not the other way round. 

  • This also means we're business first - because brand is the heart of
    a business.

  • We're female lead, but not focussed on women's sports. We cover it all. That's how things will change. 

  • We focus on grassroots and communities, because without either your future is doomed.

  • We've got experience across hemispheres, specialisms and sports.

  • Branding is the future of the sports industry, we're ready to help you
    lead the way. 

About our founder

Hey I'm Becca 👋🏼

I founded SportAZ back in 2020 following a crazy year of broken plans and brilliant adventures. One of the only things that kept me sane was a desperate need to understand the business of sport. Specifically, the role branding has to play in sustainable sports businesses.

Sport has always been very important to me, having grown up in sport mad New Zealand. But it wasn't until I was given the opportunity to reshape grassroots football in the UK that sport branding really became my future. 

After years of partnering with some of the UK's greatest sports
brands including The Football Association/England Football, Manchester City FC, Sport England, Wembley Stadium, Laureus, NZ Rugby and NBA Europe to name but a few, I'm now in a position to serve the sports industry the way it's supposed to be. With joy, expert brand knowledge and most importantly, a unique perspective that puts brand first. 

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