Welcome to

A sports marketing agency who aim to create
winning partnerships in everything we do

What we do

Our aim is to create winning partnerships for our athletes, rights holders and clients. Our approach is about understanding your needs as a client first, and then creating bespoke solutions based upon those needs.


  • Performance matters. Fundamentally our role as athlete managers is to ensure the athlete can be the best they can possibly be wherever and whenever they compete. We do this by taking away as many non-performance related distractions as possible
  • We tailor our service to the athletes needs, ranging from revenue generation to concierge services to retirement planning
  • In understanding what success looks like in the long term. We create a plan with the athlete that optimises short term opportunities which support delivery of the longer term strategy
  • Give our athletes access to our trusted network of professional service suppliers such as financial services, website design and management and legal services


  • We have worked with a variety of sporting rights holders, from national governing bodies, professional teams, event/race owners and individual athletes
  • Our work with rights holders predominantly is in the area of sponorship sales and takes a three phased approach:
  • Strategic assessment of what is available to sell, what the right pricing strategy is, and a preliminary matching exercise of what brands could be interested
  • Development of bespoke sponsorship propositions by brand based upon business/marketing need. Selling and negotiating the sponsorship proposition on behalf of the rights holder up to Heads of Agreement stage
  • Account managing the relationship between the sponsor and the rights holder to ensure that everyone benefits from the partnership


  • The World of sports sponsorship can be a complex one. We use our in depth knowledge of both brand/consumer marketing and sponsorship to help brands find the right sport/property to sponsor
  • We do this by first fully understanding the overall brand/business objectives and then assess what role sponsorship can play in the marketing mix to help achieve those objectives
  • Having identified the role sport sponsorship is there to play we conduct a strategic assessment on what sport/properties would be right to partner with
  • Use our knowledge of how rights holders operate to negotiate the best set of sponsorship rights available, at the optimum price that still meets the businees need. This ensures there is no wastage in what the brand purchases and they have the ‘right rights’ to activate.

Events &

  • Businesses and teams face different challenges, which have sporting parallels such as building winning teams, confronting the brutal facts or managing change. We can tailor and event to meet your needs, from a team building event led by an Olympic medalist at an Olympic Venue through to an inspiring after dinner speech or informal Q&A
  • We use our experience to support the athletes to seamlessly relate your business aims and their sporting experience to deliver the messages you want to deliver to get the results you need

Our Athletes

Danson MBE

GB & England Hockey Captain

About Us

Our Ethos

We are a sports marketing agency that aim to create winning partnerships for our athletes, rights holders and branded clients.

We believe sports sponsorship has the power to engage consumers and customers in an extremely powerful way that traditional advertising doesn’t. For us sponsorship is about giving your brand the opportunity to tell compelling stories 365 days of the year by engaging in properties that we know your consumers and customers are passionate about. It is also about more than visibility and brand awareness. It is about creating deep connections with consumers and customers that can last for a lifetime and therefore deliver a return on investment well beyond the lifecycle of the sponsorship itself.

Our ethos is always ‘client first’. That means we’ll always seek to understand you as a client and what your needs are before we propose anything, therefore always expect lots of questions seeking to understand if you get to meet us!

Steve Fry

Steve is a co-founder and Director of m2. Prior to setting up m2 with Pete he spent 16 years at Coca-Cola in a variety of senior sales and marketing roles where he worked on some of Coca-Cola’s key sponsorship assets such as the FIFA World Cup and the Olympic Games. Since setting up m2 Steve has predominantly focussed on the development of our athlete division and is a UCI accredited agent. Steve is also a passionate advocate of equality in professional sport and has both written and taken part in discussions in the media on the commercial opportunity women’s sport presents for sponsors. A keen rugby, cricket and hockey player in his youth, he now keeps himself fit as an avid road cyclist.

+44 (0)7850 155166
Peter Goldsmith

Pete is a co-founder and Director of m2. His background is in FMCG, working for Coca-Cola, Kimberly Clark and Heinz in senior sales and marketing roles that has enabled him to have an excellent understanding of brand needs and how sports partnerships can help deliver against those needs. This perspective also provides great insight for rights holders, enabling creative propositions to be developed that meet client need, and as a consequence Pete leads m2’s sponsorship sales and consultancy division for rights holders and brands. Pete enjoys the gym, is a keen golfer, an infrequent cricketer and a watcher of most sports!

+44 (0)7740 125583