Championing women’s, emerging, extreme, disability and adventure sports.
Supporting underdog, unheralded, unheard, undiscovered, rising star athletes.
Standing up for athletes in all sports not just the mainstream.
Matching purpose-fuelled athletes with purpose-led brands not just any brand.
Celebrating athletes as positive role models in society not just sports people.
Leading the diversity, inclusion, equality agenda not avoiding it.
Showing the total value of athletes’ personal brands not just their social media.
Telling athlete stories in their own words not with publishing bias.
Finding commercial deals that suit them best not the ones that suit us best.
Collaborating with the right, ethical partners not just any partner.
Helping athletes make more money not shutting them out.
Lobbying government for changes in funding not resting on our laurels.
Promising a lifetime duty of care for athletes not just during their playing career.
Leading by example not making empty promise.