Start with Strategy. Build the Partnership.
Founded in 2025 by Daniel Godding, Global Sport Sponsorship is a London-based sports consultancy focused on one thing: helping brands and rights holders make better partnership decisions through sport.
We can operate at the point before sponsorship happens, where clarity, alignment, and intent determine whether a partnership will succeed or fail.
Rather than leading with assets, inventory, or exposure, we start with strategy. We work with brands to define what success truly looks like, and with rights holders to shape partnerships that are commercially credible, strategically aligned, and built to last.
Our work spans global sport, including motorsport, golf, football, boxing, darts, snooker, cricket, and major U.S. leagues. But sport is not the product, it is the platform through which partnerships are designed.
What distinguishes us is not access for access’ sake, but judgement. We specialise in developing partnerships that make sense on paper before they exist in the real world. That means fewer deals, better outcomes, and significantly higher renewal confidence.
We are trusted by rights holders to introduce partners who align with their long-term vision, and by brands to structure partnerships that stand up to internal scrutiny and deliver meaningful return. Every partnership we develop is bespoke, shaped by commercial objectives, audience relevance, and long-term value rather than short-term visibility.
If you are a brand considering sport as a serious growth platform, or a rights holder seeking partners who truly belong, we begin the same way every time.
With strategy.
Our Services
Our services are built around two core offerings, underpinned by three key pillars:
strategy, partnerships, and performance.
We work with brands at no upfront cost to identify and secure the right sponsorship opportunities. Once fully briefed, we define what the ideal partnership looks like, identify and present tailored opportunities, and support negotiations and deal structuring. If a partnership is secured, we remain involved through ongoing relationship management, progress tracking, and performance reporting. This ensures partnerships are not only agreed, but properly delivered and consistently maximised.
Alongside this, we offer a flexible solution for companies looking to strengthen or fully outsource their sponsorship and partnerships capability. Sponsorship is not one role, it requires strategic thinking, commercial judgement, relationship management, and accountability. We act as a dedicated sponsorship department, providing strategic direction, partnership development, day-to-day management, and ongoing reporting and optimisation. Whether supporting an existing team or operating as a fully outsourced function, we bring immediate capability without the need to hire internally.
Clients can engage us at any stage of the process. We may be appointed to define a sponsorship strategy, to identify and develop suitable partnerships, or to deliver independent performance reviews on existing campaigns, including partnerships we have not originated. Each element is priced independently and delivered with the same level of rigour, discretion, and commercial focus.
This flexible approach allows clients to access exactly what they need, whether that is strategic thinking, execution, or honest evaluation, at the point where it creates the greatest value.
You don’t need to build a sponsorship team.
You need access to one.
Our Three Pillars
Step 1: The Strategy
The Strategy is where every successful partnership begins. We meet with our client to understand the commercial context, objectives, pressures, and expectations surrounding sponsorship. Through structured discussion, we clarify purpose, define success, and challenge assumptions. We conclude this phase by designing a clear, defensible sponsorship strategy that sets direction before any assets are considered. This ensures sponsorship is intentional, aligned, and capable of delivering long-term value rather than short-term exposure.
Step 2: The Relatonship
The Partnership phase turns strategy into alignment. Using sponsorship as a vehicle rather than a logo placement, we identify and connect brands with partners that genuinely fit the strategy defined in Step 1. We focus on shared values, audience relevance, and long-term potential, not availability. The result is a partnership that feels natural, purposeful, and commercially sound — designed to perform as a relationship, not simply exist as a branding exercise.
Step 3: The Progress Report
The Progress Report ensures partnerships evolve rather than stagnate. At each twelve-month period, we meet with key stakeholders from both sides to assess performance honestly. This is a transparent, conversation-led review that examines what is working, what isn’t, and why. The outcome is a clear progress report that allows the partnership to be refined, strengthened, and improved year-on-year, protecting long-term value for all involved.
“We had a great experience working with Dan and his team. The entire process renaming the European Challenege Tour into the HotelPlanner Tour was very smooth and we would recommend Global Sport Sponsorship.”
Tim Hentschel, CEO HotelPlanner
“Dan and his team are very professional, honest and easy to work with, a great set up who I would highly recommend using.”
Barry Hearn. President Matchroom Sport.
(PDC Darts, World Snooker and Matchroom Boxing).
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