The Extra Play Launches

This summer marks the launch of The Extra Play, a new venture created by Shaun Conning and Neil Colligan to bring a different kind of partner to the world of sport.

Built from our experience leading and scaling major organisations across sport, media and betting, The Extra Play was founded with a clear vision: to provide agility, insight and delivery where traditional models fall short. We saw the need for a vehicle that combines operator experience, trusted networks, and strategic execution — the “extra play” that helps organisations unlock performance when it matters most.

Our focus is simple:

• Helping leaders build capability, grow teams and deliver change at pace.
• Providing the mix of strategy and execution that turns ambition into results.
• Operating as insiders — not just advisors — with skin in the game.

The Extra Play is here to be that difference-maker. A vehicle designed for sport, led by people who have lived it, and committed to creating impact that lasts.

This is just the beginning.