When the playbook runs out,
we’re your extra play.
The delivery partner trusted by federations & rights holders, clubs
Who we are
We know how sport works — because we’ve built it from the inside
From growth-stage chaos to global transformation, we’ve led high-impact change at DAZN, Perform and Superbet – working globally across all the major markets sports touches
Now we help leaders across sport, media and betting fix what’s broken and deliver what matters — fast, lean, and with skin in the game.
Get In Touch
What we do
We keep hearing the same things from people across the industry
We’ve got the right ambition but the wrong people, structure or culture.
We’ve pivoted to a new business plan and the organisation isn’t keeping up.
The old setup’s just not working.
That’s where we come in - all our work is focused around two key pillars.
Talent & Performance
Fixing leadership gaps, bringing operating models to life, hiring blind spots, and broken culture dynamics.
Transformation & Enablement
Changing the way the business operates, driving efficiency, integrating a new business, and helping deliver through change.
Every engagement sits in both camps — and that’s why it works.
Let’s Talk
Got something that needs movement?
We’re always up for a conversation — whether you’re clear on the brief or still figuring it out.
No forms. No fluff. Just drop us a note.
How we do it
We deliver great solutions for our clients by combining two things; a core suite of products, that we call “plays” and an unrivalled network of partners
We build the team that gets it done — and stay close while it happens.
Every play starts with us: framing the challenge, shaping the path, and putting the right people in the right roles.
Sometimes we lead from the front. Sometimes we build the squad and run oversight. But we always own the outcome.
That might mean trusted partners, expert operators from our network, or talent we land fast — all matched to the problem.
Progress without overhead. Delivery without delay.
Short, sharp engagements that create momentum.
For when something’s stuck — strategy, structure, leadership, or performance — and you need an outside view that cuts through.
We listen, ask the hard questions, and play it back with clarity: what’s happening, what matters, and where to move.
Sometimes it’s a reset. Sometimes it’s a breakthrough. Always, it’s practical.
Fast clarity. Real traction. No fluff.
Time with us — shaped around you.
You get senior input, but it’s not advisory theatre. It’s a mix of coaching, challenge, insight and support — flexed to what you need as a leader.
We help you think, pressure-test your plans, and stay on track — sometimes hands-on, sometimes just in your corner.
Trusted partnership, without the full-time hire.
Our Network
We’re a startup — but we don’t start from scratch.
We’ve spent years working alongside the best operators in sport, media and betting — as colleagues, clients and (sometimes) competitors. Now we bring that trusted group into play.
Fractional leaders, expert partners, and specialist firms across transformation, talent & search, culture and communications — all people we know, rate, and deploy with precision.
We don’t just pick great people. We make them more effective by matching them to the right problem, giving them context, and helping them land fast. That’s the difference.
It’s not scale for the sake of it. It’s reach with purpose — and a serious edge from day one.
Where We've Made Impact
Over the past 12 months:
Supported a global investor exploring the consolidation of a major sport — helping map talent, capability and structural implications.
Worked alongside the Board, CEO and CPO of a global streaming platform to shape new operating models and accelerate C-suite hiring.
Delivered a sprint for the incoming CPO of a fast-scaling fintech business — framing people strategy and structure for the next phase of growth.
Over the past 20 years:
Organisational impact of multiple acquisition and divestments, including:
The divestment of Perform's core business to become Stats Perform
The divestment of part of DAZN's sports media business to TPG to become Football Co
The acquisition of Running Ball by Perform
The proposed acquisition of BT Sport by DAZN
Launching multiple new international markets and territories at both Perform Group and DAZN
These are the kinds of problems we like:
complex, high-stakes, and
outcome-focused.
What’s New?
No thought leadership theatre — just insight from people doing the work.
We’ll be sharing what’s new the at The Extra Play, real stories, sharp takes, and lessons from the field.