As the SVP of clients at NEI, this is my first blog post on our new website, so this is me saying hello! At NEI, we don’t just represent talent. We build, nurture and support them to influence and shape culture. We source, develop, and manage talent with the target audiences I spend day and night getting obsessed with, whether a broadcaster or platform, a brand, start-up or investor. What I love about my job is that not one day is the same as the previous one.
My phone is always on (sorry, Ellie). My clients aren’t just clients, they’re like family. We celebrate our wins and learn from our losses. I’ve seen the sports landscape change at breakneck speed, making my role in guiding athletes, whether retiring legends or rising stars, more thrilling than ever.
One of the most significant trends is the digital transformation in sports media. Traditional broadcast channels are no longer the only gatekeepers of sports content. Instead, streaming platforms, podcasts and social media platforms have become vital for both fan engagement and commercialisation.
Recent data highlighted by Variety shows that digital sports content has surged in viewership by over 20% in the past year, reflecting a growing appetite for on-demand, athlete-driven content. This digital revolution has empowered athletes to tell their own stories, Fara’s Boots, Balls, and Bras has evolved her personal brand providing a platform for brands and broadcasters to know what makes her tick, far beyond what her playing career enabled.
Another emerging trend is the shift toward cross-cultural collaborations to engage new fans and new revenue streams. The lines between sports, entertainment, and culture are increasingly blurred. More and more former athletes are venturing into media projects, entrepreneurship, and acting. It’s what the US call the rise of the multi-hyphenate. No one stays in their swim lane anymore.
Look at the diversity of the media brand Gary Lineker has created with Goalhanger, it’s not just football but history, politics, entertainment and finance. I wonder how many PE houses or legacy media brands would love to get their hands on their assets? At NEI, we’re proud to be at the forefront of nurturing these opportunities, guiding our clients as they transition into multifaceted roles that blend athletic prowess with commercial endeavour.
Today’s athletes are not just competitors, they’re creators. Platforms like YouTube, Instagram and TikTok have given athletes a direct line to their fans, making their digital footprint a critical part of their brand value. The evidence is clear, a well-managed digital presence is as valuable as on-field performance or league titles. I’m obsessed with innovation and how we can use AI to drive new opportunities. AI tools like Eleven Labs are making it easier for us to engage our client’s global fan bases. My mind is blown when I see an episode of Rio Meets in Hindi with Rio’s South London accent.
The future of sports is dynamic, and with the right support, our clients can harness these trends to not only extend their influence but also redefine success once the whistle has blown for the final time. Who’s up for the ride?