Sports & Major Events Portfolio
Delivering Results at Global Scale
The Challenge
Scalable content production - High-quality content at speed and scale for global rightsholders
Multi-market engagement - Connecting with diverse audiences across India, Australia, Africa, and more
Complex rights management - Navigate licensing restrictions while maximizing content reach
Legacy building - Create sustainable digital infrastructure beyond the Games
The Project
The Birmingham 2022 Commonwealth Games brought together 72 teams from across the globe. With a worldwide audience watching, they needed a digital strategy that could capture the action, atmosphere, and emotion while driving fan engagement and long-term growth.
Birmingham 2022 Commonwealth Games
The Results
1200% increase in engagement from previous Games, 154m impressions, 78m video views
Global engagement - especially from India, the US, the UK and Australia
45m TikTok views on Helen Housby’s dance; and 22m Instagram views
9.7m website users, and 132m page views, during the Games
45,934 media files managed for 356 users across platforms
My Strategy
Real-time content creation - Dedicated team producing 150+ clips daily
Athlete-centric storytelling - Personalized content libraries for 72 teams
Multi-market approach - Tailored content for key regions like India and Australia
Data-driven optimization - Constant refinement based on performance metrics
The Project
The World Gymnastics Championships in Liverpool needed to sell out sessions and engage global audiences - with less than 2 months until the event started.
World Gymnastics Championships
The Challenge
Time pressure - Less than 8 weeks to drive ticket sales
Dual audience - Engage both local Liverpool fans and global gymnastics community
Content volume - Manage massive content creation with licensing restrictions
Real-time coverage - First-ever livestreams from World Gymnastics Championships
My Strategy
Comprehensive 3-phase approach - Pre-event, live event, and post-event strategy
On-ground content team - Capture live moments and fan experiences
Data-optimized ticket sales - Social media ads driving conversions
Athlete relationships - Exclusive interviews and behind-the-scenes access
Real-time engagement - Live updates, highlights, and trending content
The Results
98% of sessions sold out despite short lead time
50% increase in engagement year-on-year
Winner of a Shorty award for best live event coverage
Millions of video views and record social media interactions
Industry first successful livestream integration
The Project
Formula E needed to connect with younger, digital-first audiences in the highly competitive motorsport environment while building long-term fanbase growth.
Formula E Championship
The Challenge
Audience competition - Standing out in crowded motorsport digital space
Platform transition - Moving from free-to-air to subscription model
Multi-platform strategy - Coordinated approach across Instagram, Twitter, Facebook, TikTok, YouTube
Sustained growth - Not just event spikes, but consistent audience building
My Strategy
Multi-platform content strategy - Tailored approach for each platform's audience
Real-time race engagement - Live highlights and behind-the-scenes moments
Fan-centric storytelling - Driver personalities and team narratives
Data-driven optimization - Continuous improvement based on performance data
The Results
23% fanbase growth through sustained audience builind
147% increase in video views, and an 80% longer watch-time, on average
20% increase in targeted audience growth
+35% broadcast audience increase, despite moving behind a paywall
Why Major Events Choose Me
Proven at Scale
I understand the unique challenges of major events - tight timelines, complex stakeholders, global audiences, and the pressure to deliver measurable results.
Stakeholder Management
I've navigated complex rights agreements, athlete relationships, sponsor requirements, and broadcast partnerships while delivering exceptional results.
Data-Driven Approach
Every strategy is backed by performance data. I don't just create content - I create content that converts viewers into attendees, fans, and long-term supporters.
Global Perspective
My strategies work across cultures and markets - from engaging Indian cricket fans to Australian swimming enthusiasts to UK gymnastics supporters.
These same principles work for smaller businesses, too.
Ready to discuss your event?
Whether you're planning a local festival or an international championship, I'd love to explore how we can create a digital strategy that delivers real results.