EE and Wembley

The ground breaking deal for EE to become the first ever Lead Partner for Wembley Stadium is a significant and lasting legacy for Peter and Sean. 

The complicated and technical nature of this deal was negotiated over a period of 12 months but was launched to an excellent response in March 2014. The six year partnership runs until the end of 2019 and the stadium is now known as Wembley - connected by EE

EE provide a host of technological advancements to Wembley, enhancing the sofa-to-seat fan experience at all events. 4G, Wifi and event app are just some these elements, as well as investment in new LED screens around the stadium and the Wembley Cup adward winning activaton though YouTube.   

Sky Sports and The PFA

Sport Collective secured an exclusive media partner for the PFA Fans Player of the Month awards with Sky Sports for two years.  For the first time fans have the opportunity to vote through Sky Sports social channels for who they think has been the best player in each of the Premier League, Sky Bet Championship, Sky Bet League One and League Two. The winning fan gets to present the award to the player at the clubs training ground and be on next months expert short list panel.

Press Release

UK Sport

UK Sport has appointed Sport Collective exclusively to support the development of the organisation’s new commercial proposition, amplifying their role in funding Olympic and Paralympic sports and athletes. Sport Collective is working closely with UK Sport to develop new commercial reveue streams which can support the World Class Programme in the build-up to the Tokyo 2018 Olympic Games and beyond.

Rhino Rugby

Sport Collective has secured a major licensing deal for Rhino Rugby with ForceTech mouthguards. The agreement will see Rhino branded mouthguards made available to rugby players across the UK. Reg Clarke, CEO of Rhino Rugby said "As a premium rugby brand Rhino has been looking to secure a best in class mouthguard partner and sport collective has delivered that for us, which will support our plans for growth.

Press Release

England Netball

Multi-award winning NGB England Netball has appointed Sport Collective exclusively to review and develop and a new commercial startegy leading to sales and new revenue generation. This involves every aspect of its operation including major events, the elite national team, leagues, competitions, grassroots membership, development programmes and coaching. A wide ranging and comprehensive remit will see England Netball work closely with Sport Collective to become more self-sufficient and transform the delivery and growth of netball in England. 


Sport Collective work for UEFA as commercial consultants to National Associations all over Europe, as part of the UEFA GROW 2020 Programme. Sport Collective has now worked closely with 12 different National Associations to support their commercial development, build 5 years plans and provide mentorship and training. The outcome is more confident and empowered organsiations which can act upon a long term plan of revenue growth.  


Sean and Peter were the senior team that planned and executed Nike’s global partnership with The FA. The relationship represents a substantial investment in football in England from the senior team to grassroots and has again been renewed up to 2022.

They oversaw the global brand and business development strategy for Nike’s partnership, including the ground-breaking social media campaign launch of the England playing kit prior to the FIFA 2014 World Cup.

Vauxhall and England

The original England Lead Partner deal with Vauxhall was sourced and negotiated by Peter for the period Jan 2011 – Aug 2014. This was Vauxhall’s biggest ever sponsorship deal which saw the car brand become Lead Partner for each of the four home nations. The success of the partnership, highlighted by impressive awareness and brand advocacy figures, led to an early renewal till the end of season 2018.

Vauxhall has significantly promoted their association, delivering extra value to fans and car buyers, making them an important source of England news and exclusive content. 

“The Vauxhall Motors Sponsorship of the English FA has been a hugely successful part of Vauxhall’s strategy to build a powerful emotional bond with British consumers. In developing this strategy Peter Daire has been our key partner in delivering best practice. Hugely knowledgeable, warm and supportive, Peter helped guide and assist us every step along the way”

Peter Hope – Director of Marketing – Vauxhall Motors (GM Group)

AFC Wimbledon

Sport Collective has been appointed as the exclusive commercial and marketing agency for the new stadium, due to open in 2019. The move back to SW19 is hugely emotive for the club who are in the unique position of being owned and run by their fans. A rapid rise since their reinvention in 2002 has seen them promoted five times and AFC Wimbledon are now back in the Football League.

Press Release

British Judo

British Judo appointed Sport Collective to work with them to develop their commercial and marketing programmes. Three new partnership deals were sourced and negotiated by Sport Collective including the 3 year partnership with Nissan, which sees the car maker supply cars and vans to National Governing Body. 



Astro Malaysia

Sport Collective has secured a three year partnership for Malaysian broadcater Astro to be the partner for the PFA Fans' Player of the Month in Malaysia. Fans in Malaysia vote online each month on Astro's platforms for the best English Premier League player.  On lucky winner each month is flown to the UK to meet the player and present the trophy. The ultimate winner also attends the prestigious PFA Player of the Year Awards and meets the player of the year. The PFA Player of the Year for 2017 is Chelsea's N'golo Kante. Once in a lifetime fan experiences and fantastic video content capture for Astro.


Through Sport England, Sport Collective has been appointed by Excercise, Move, Dance (EMD UK) to train and develop commercial expertise within the organisation, and to deliver a lasting commercial strategy. As the National Governing Body for group excercise, EMD UK has worked wtih Sport Collective to subsequently develop a number of commercial assets to take to market. Sport Collective has recently been re-appointed to lead on the sales push and will be announcing a major new partnership deal soon.