What is 17 Sport?
17 Sport is a global, impact‐driven sports marketing and consulting firm with deep expertise in sports, business, and purpose. This innovative organization helps pioneering brands, properties, and athletes activate their investment in sport through purpose‐led strategies that drive meaningful business outcomes. Consumers today demand more from their favorite brands, properties, and athletes than ever before, and 17 Sport positions itself as a force for good—chasing only the highest levels of social and environmental performance so that its partners can break through the noise and connect with their fans authentically. The sports industry, after all, holds tremendous power to build a fairer, healthier, and more prosperous world for all…
Main Benefits & Key Figures
- Global presence with an impact‐driven approach and a focus on purpose.
- Specialized expertise in strategy and measurement, rights and brand activation, and athlete engagement.
- Comprehensive services that blend creative processes with strategic implementation.
- Projects that reinforce social good while delivering tangible business outcomes.
- Mindful commitment to social and environmental performance in every campaign.
Comprehensive Services Overview
17 Sport delivers a suite of services designed to elevate the sports sponsorship landscape in today’s dynamic market. Its service offerings include Strategy and Measurement, where purpose‐driven strategies are created to ensure continued distinction in a competitive sports landscape. The firm also excels in Rights Management, supporting rights holders and brands by maximizing the value of their sports sponsorships. Brand Activation is another focal point—designing and delivering innovative campaigns, events, and activations that effectively engage consumers and fans both online and offline. Moreover, its Athlete Activation services include identifying and managing teams for sports sponsorships, all while offering comprehensive support for purpose‐driven athletes. Finally, well‐designed Impact Programs reinforce purpose and drive tangible community impact.
Innovative Projects in Action
Several projects illustrate the dynamic approach of 17 Sport. For instance, the adidas Breaking Barriers project is a pan-European gender equity initiative powered by expert strategy, implementation, SROI measurement, and creative services. Then there is the Protect Where We Play initiative—a multi-year campaign developed in collaboration with Ocean Conservancy. This project mobilizes millions of fans to turn their passion for sports, art, and music into action for our oceans. Also noteworthy is the representation of rising tennis stars Clervie and Carel Ngounoue, who are recognized not only for their athletic talent but also for inspiring others through their purposeful journey to the top. These projects exemplify the creative blend of strategy and impact that defines the organization.
Insights and Initiatives in Sustainability
17 Sport’s commitment to impact extends into the realm of environmental and social governance. The latest impact report offers an honest update on the journey to B Corp recertification, outlining progress, challenges, and a clear roadmap ahead for improved performance. Equally compelling is the conversation around regeneration in sports—an insight that explores how the sports industry can actively contribute to ending the climate crisis by adopting a regenerative mindset. Additionally, collaboration with ChangeNow led to a pioneering pledge aimed at reducing carbon emissions in sports sponsorships, reinforcing the firm’s dedication to sustainability. These initiatives speak to a broader vision of leveraging sport as a catalyst for both social change and environmental responsibility.
Exploring the Business of Purpose
At its core, the approach taken by 17 Sport emphasizes that purpose in business is not just a buzzword; it is a measurable way to deliver value while championing social and environmental causes. The strategies employed resonate with a dual goal: driving tangible business outcomes and elevating the industry standards. This approach is both straightforward and dynamic—mixing well-researched strategy with on-the-ground creative execution. By focusing on results that matter, the organization creates a ripple effect that not only improves the bottom line for its partners but also contributes to meaningful societal progress. The strategy, measured and implemented across multiple fronts, mirrors the evolving expectations of modern consumers who prefer authenticity over empty promises.
Project Impact and SDGs
- SDG 5: Gender Equality – as seen with the adidas Breaking Barriers project focusing on gender equity.
- SDG 13: Climate Action – with initiatives like regeneration in sports and pledges to reduce carbon emissions.
- SDG 14: Life Below Water – through the Protect Where We Play initiative addressing ocean conservation.
- SDG 17: Partnerships for the Goals – by uniting brands, athletes, and rights holders in purpose-led campaigns.
- SDG 8: Decent Work and Economic Growth – promoting sustainable strategies that drive long-term prosperity.
Cultivating a Legacy in Sports Marketing
The dynamic interplay of strategy, creative execution, and sustainability drives the long-term vision of 17 Sport. With offerings that range from athlete activation to rights management, the organization situates itself at the intersection of business performance and social good. Its work is defined by a constant evolution—adapting to emerging trends, insightful market changes, and ever-shifting consumer demands. The blend of high-impact projects and robust impact programs fosters an environment where sport is not merely a business but a force for positive change. Over time, the legacy created by these initiatives continues to influence the broader sports ecosystem, ensuring that every campaign, every project, and every engagement builds a fairer, healthier, and more prosperous future for all…
