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Sports Consulting

  • Sports as an Asset class

  • Traditional revenue

  • Growth revenue

  • Athletes and Audiences

  • Data & Digital

The sports industry has rapidly transformed, driven by technology, shifting fan behaviours and new investment opportunities. Streaming and direct-to-consumer models are reshaping media rights, while sovereign wealth funds and high-net-worth individuals are seeing sports as a resilient asset for the first time. Multi-purpose stadiums and women’s sports are attracting growing investment. AI and data analytics are driving operational efficiency, while sustainability initiatives and global accessibility are redefining industry standards. Adapting to trends in a competitive landscape drives success – and that success transforms sports organisations into great businesses. At Elixirr, we help make that a reality.

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We Make Sports Organisations Great Businesses

Empowering growth by breaking down silos, championing products and optimising revenue and operations. We harness data, digital and innovation to create seamless experiences for fans and customers.

 

 

Our sports expertise

The sports industry is at a turning point. Rapid digitalisation, evolving fan behaviours, shifting revenue models and new investment players are forcing organisations to rethink how they operate. Traditional revenue streams – such as media rights and sponsorships – can no longer sustain growth alone. Meanwhile, emerging opportunities in immersive fan engagement, athlete entrepreneurship and private equity investment are reshaping the landscape. Organisations that fail to adapt risk losing relevance in an industry where business excellence is just as important as on-field performance. 

At Elixirr, we don’t just advise sports organisations – we transform them into great businesses. Our expertise in strategy, operational excellence, digital transformation and data-driven decision-making enables our clients to compete and lead. We help organisations build sustainable revenue streams, optimise performance and future-proof their operations in an increasingly complex and competitive market. 

Our track record speaks for itself. We’ve helped the world’s most successful F1 team reduce the time it took their engineering function to plan and execute projects. Our data expertise enabled P3, pioneers in data-driven athlete development, to streamline performance analysis, from six hours to 30 minutes, showcasing how technology creates a competitive edge. Our insights team collaborated with a professional ice hockey team to launch its newest franchise team,  analysing the market, identifying fan segments and mapping the fan journey. This work culminated in a comprehensive fan landscape presentation for the board of directors, providing key insights to shape marketing communication and strategy. 

 With investment in sports accelerating, we help organisations turn passion into profit. Our deep expertise in private equity, venture capital and sovereign wealth fund dynamics gives clients a strategic edge – maximising value, navigating disruption and unlocking new revenue opportunities to build stronger, more sustainable sports businesses. 

Success in sports today is about more than winning games – it’s about building a business that can adapt, grow and lead. With Elixirr, you get more than a consulting firm. You get a partner that helps you challenge the status quo and build a sports organisation that thrives – on and off the field. 

Official Transformation Partner of British Cycling

We are proud to be British Cycling’s Official Digital Transformation Partner, bringing our expertise to revolutionise its technology estate. Our collaboration enhances the way members, clubs, organisers and partners engage with the National Governing Body, creating a seamless and innovative digital experience.

By overhauling its digital presence, we are introducing enhanced functionality and personalised content capabilities, ensuring a more engaging and intuitive experience for the entire cycling community.

Through this collaboration, we are also proudly the ‘Official Partner’ to the nation’s largest free to attend sporting event, the Lloyds Tour of Britain.

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How can we help

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Strategy & Transformation
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Set the game plan for success. We help sports organisations define their mission and vision to drive the transformation of their teams, operations and technology to deliver winning results.

Entry strategy

Kickstart your play in a new market with a winning entry plan. We assess competitive dynamics, fan demand and revenue potential to position your organisation for long-term success.

Digital, data and AI strategy

Turn data into a game-changer. We help teams leagues and sports businesses harness digital, data and AI to optimise player performance, enhance fan engagement and streamline operations – future-proofing your organisation.

Mergers & acquisitions

Navigate the transfer market of sports business with confidence. Our experts identify high-value opportunities, conduct due diligence and ensure seamless integration to fuel sustainable growth.

Product & market innovation

Stay ahead of the competition by creating game-changing sports products, services and market strategies. We use data-driven insights, emerging tech and fan behaviour analysis to drive innovation and revenue growth.

Operational Excellence
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Operational excellence is the difference between good and great. Streamline teams, processes and technology to drive efficiency, elevate performance and power your organisation’s strategy.

Organisational operating models

Structure your teams and processes for efficiency –
defining roles, governance and workflows to enhance collaboration and execution in fast-paced sports environments.

Revenue growth (D2C & B2B)

Develop tailored revenue strategies, optimising direct-to-consumer monetisation through memberships, subscriptions and ticketing, while strengthening business-to-business income streams through sponsorships and partnerships.

Procurement & vendor selection

Identify and secure the best-fit technology, media, service and operational providers – ensuring cost-effective contracts, seamless integrations and long-term value for your organisation.

Pricing & FCL modelling

Build dynamic pricing and revenue models tailored to ticketing, media rights, sponsorships and merchandise – leveraging market insights to drive profitability and sustainable growth.

Digital Experience
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We create digital solutions that redefine the fame – elevating organisations’ digital presence and capabilities in a rapidly evolving landscape.

Branding

Build and elevate your brand by creating a strong, consistent digital identity that enhances audience connection, drives engagement and reinforces your presence across all platforms.

Design marketing & content

Develop dynamic visuals, marketing strategies and compelling content that captivate audiences, grow your customer base and maximise your digital reach.

Experience design

Design seamless and engaging fan experiences that enhance interactions, optimise engagement and create lasting connections.

Digital product implementation

Develop user-centric digital solutions – apps, websites and ticketing platforms – to enhance fan experiences, streamline operations and future-proof your organisation.

Data & Technology
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Harness the game-changing power of data and technology to revolutionise the sports industry. From unlocking new revenue streams and optimising player performance to enhancing fan engagement and streamlining operations, we help organisations turn disruption into competitive advantage.

AI agents

Put AI in play. We develop AI-driven solutions that automate workflows, sharpen decision-making and create intelligent engagement tools – personalising fan experiences and driving efficiency across sports organisations.

Data platform & products

Turn raw data into a competitive edge. We build and optimise scalable data platforms that centralise, process and unlock the full potential of sports data – fuelling performance, insights and innovation.

Data visualisation

See the game like never before. We transform complex data into powerful visual stories, helping teams and organisations track performance, refine strategies and make winning decisions.

Platform implementation & cloud

Scale smarter, move faster. We deploy cutting-edge cloud and tech solutions that enhance scalability, streamline operations and ensure secure seamless integration across your digital.

Reasearch & Insights
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Empower brands to seize new opportunities, create value and effectively connect with their audience by delivering impactful messages.

Audience segmentation & activation

Leverage advanced data analytics to identify key audience segments, uncover behavioural patterns and activate personalised engagement strategies that drive loyalty and impact.

Research studies

Combine qualitative and quantitative research – through focus groups, brand health tracking and price optimisation – to uncover deep audience insights and enhance decision-making.

Market sizing and analysis

Analyse market potential, competitive landscapes and emerging trends with data-driven frameworks that help you refine business strategies and seize new opportunities.

Purpose & culture

Develop playbooks defining mission, values and culture – aligning your brand strategy with the evolving sports landscape to foster authentic connections.

Driving the future of gravel cycling with Nedbank Gravel Burn

As the Official Digital Transformation Partner of Nedbank Gravel Burn, we are applying our expertise to build a robust, scalable digital platform that elevates how riders, supporters, organisers and partners connect with the event.

Nedbank Gravel Burn is a pioneering seven-day gravel stage race, rooted in community, adventure and a bold vision to shape the future of off-road cycling.

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Sport as an asset class

The transformation of sport from a passion project to viable, profitable investment opportunity.

Sport has transformed from passion project to investment opportunity that pervades gender, geography and age; the exponential growth of potential revenue streams to creates a hotbed of opportunity. We can help seize that opportunity.

Traditional revenue

Income generated through traditional sources remains essential to successful sports businesses, but it must be approached with a modern perspective.

Traditional revenue remains fundamental to any great business but none more so than sports organisations. Strong foundations set apart good businesses from great ones and must be steadfast in a period of transformational change.

Growth revenue

Sport is experiencing generation-altering growth and organisations need to remain nimble to exploit it’s new revenue levers.

Sports organisations must focus on unleashing new revenue potential through untraditional means to create new pathways to growth and become a great business.

Athletes and audience

Organisations must understand, analyse and predict what drives the industry’s biggest determinants and power holders.

Sports organisations must be nimble to adapt and continuously innovative to meet the changing sporting environment to avoid quickly becoming irrelevant and out-dated.

Data and digital

The industry-agnostic cornerstone of business growth that must be prioritised to gain and maintain market share.

Organisations must harness the power of sports data to enhance performance and develop winning strategies, both on and off the pitch, whilst state-of-the-art digital services across multiple media channels leverages this data to captivate fans and enhance brands.

From our clients

“Elixirr expose us to tools to take ideas and quickly develop them into testable business concepts in an incredibly short amount of time. We no longer get stuck and know how to move quickly which is a game changer for our organisation and is very exciting.”
Chirag Patel – Chief Strategy Director Pentland
“Elixirr provided high quality solutions and service throughout the entire project, which enabled the club to make better informed decisions in the selection of both the ERP system and implementation partner. By taking the time to get to know the club and its people, Elixirr’s ongoing advisory services during implementation were custom to address our needs and ensure the project ran as smoothly as possible.”
Toby Steele – Managing Director Southampton FC
“British Cycling has enjoyed extraordinary commercial success over the last year, and this partnership with Elixirr is testament to our forward-thinking vision. This is not just a major sponsorship deal; it is a transformative partnership that will bring cutting-edge technology to the sport and enhance its impact across the UK. “
Darren Henry – Chief Commercial Officer British Cycling

Client spotlight

We get involved. We get invested. We act like it’s our business. These are some of the ways we’ve helped our clients change the game.

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Read our insights

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Our experts

We treat your business like it’s our business. Our team of sports consultants come from a diverse range of backgrounds, meaning we have the tools and expertise to solve your toughest business challenges at pace.

Meet the Team

Bob Skinstad

Partner

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Danielle-Croucher

Danielle Croucher

Partner

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Contact us

Do you want to be the leader of your market? We can get you there. Contact us today and our sports experts will be in touch.

Danielle-Croucher

Danielle Croucher

Partner