17 Sport
17 Sport
The Spark
17 Sport is the world’s first global, impact-led sports marketing and advisory agency helping brands, rights-holders and athletes harness sport to build a bright, resilient future for business, communities and the environment.
Their belief is simple. Sport’s greatest strength lies in its ability to unite people and inspire progress.
New Season joined to help sharpen that voice, turning 17 Sport’s leadership in purpose-led sport into visibility, credibility and influence.
Together, we’ve focused on building a clear and consistent communications strategy that positions 17 Sport as the agency redefining what sponsorship, athlete influence and brand storytelling can achieve when purpose drives performance.
Building visibility and credibility
In the opening phase, our focus was to give 17 Sport’s ideas the same visibility their impact deserved.
We helped secure coverage in Sport Business Journal, Forbes and MadFest, alongside interviews on industry podcasts. These placements reached senior audiences across sport, business and sustainability, strengthening 17 Sport’s reputation as a trusted voice on how purpose drives performance.
Our work also extended to thought leadership, positioning the team as consistent contributors to the global conversation on sport and impact.
We developed op-eds such as 'The Forgotten 50% of Sports Sponsorship ROI' and 'Paralympic Sport Is the $5 Billion Market Sponsors Are Sleeping On', helping reframe how the industry thinks about inclusion, gender equity and long-term value.
We also supported the agency’s visibility across leading award platforms including the International Sports Convention, European Sponsorship Association and Sport Industry Awards, ensuring their best work was recognised on a global stage.
The shift
Three months in, 17 Sport’s voice is stronger, its reach broader and its recognition growing.
The collaboration has built visibility, established credibility, and laid the groundwork for greater commercial impact heading into 2026.
For New Season, this partnership represents the kind of work we believe in, amplifying a partner already driving positive change and communicate it with clarity, consistency and conviction.