As we celebrate the launch of our new NEI website, I’m incredibly excited to be part of an agency that stands for what I believe is the future of client-driven business – authenticity, ownership, and long-term sustainability. 

Having spent over 10 years working at the intersection of talent, brand partnerships, and commercial strategy, I’ve seen first-hand how the right approach can transform an client’’s career long after their final game.

At NEI, our mission is clear – we help talent drive cultural relevance through content, brand partnerships and owned IP.  The commercial landscape for clients, especially recently retired athletes, is evolving rapidly, and my goal is to ensure that every deal, partnership, and business venture we undertake aligns with three core principles:

1. Authenticity always wins in the long run

Gone are the days of transactional sponsorships where a client’s name is simply stamped onto a product. Today’s consumers and brands demand more. Authenticity is the currency that drives real engagement.

A recent Nielsen study found that 92% of consumers trust individual recommendations over traditional brand advertising. When an athlete genuinely believes in a product, their audience follows suit. Look at LeBron James’ long-term relationship with Nike or Stephen Curry’s deep involvement with Under Armour—these aren’t just endorsement deals, they’re partnerships rooted in belief, equity, and longevity.

At NEI, we take a tailored approach, ensuring that every endorsement aligns with the client’s personal brand, values, and audience. If a partnership isn’t authentic, it’s not worth pursuing.  To be successful in my role, you’ve got to be comfortable with saying no!  It’s too easy to take a quick deal but is it right for the client?  Brands like fans want long-term relationships with their product and clubs. 

2. Ownership over endorsement

Athletes today have more than just influence—they have intellectual property, personal brands, and, most importantly, the ability to build their own businesses. Instead of simply being paid to promote a brand, why not build one?

This trend is booming. According to Forbes, over 60% of top-earning athletes have equity in brands rather than just endorsement deals. We’ve seen first hand the value of building Rio’s digital business with Rio Ferdinand Presents.  We’re structuring both channel and personal endorsement deals maximising the IP we’ve created.  The data doesn’t lie, ownership creates long-term wealth.

Our focus at NEI is to help athletes transition from brand ambassadors to brand builders. That means identifying business opportunities where they can leverage their IP, expertise, and network to create companies from the ground up—whether in fitness, wellness, media, or emerging tech.

3. The future is AI, tech and web3 investments

Looking ahead, the most successful client-driven businesses will tap into growing sectors like media and content ownership, AI, tech and web3 investments.  Athletes are no longer just stars on the field; they’re becoming media moguls. The global sports media rights market is expected to reach $60 billion by 2027 (PwC), and platforms like YouTube, podcasting, and athlete-led production companies offer unparalleled opportunities.

The intersection of sports and technology continues to expand, from blockchain-backed memorabilia to athlete-driven NFTs. Web3 presents new ways for athletes to monetise their image, engage fans, and build assets that extend their legacy. Look at Blue Lock: Rivals on Roblox, it makes $6B a month!

For many athletes, stepping away from the game is daunting. But at NEI, we see it as a launchpad for something even bigger. Our commercial strategy is built on authenticity, ownership, and innovation, ensuring that when the final whistle blows, it’s not an ending—it’s the beginning of a new chapter.