Helping sporting institutions build stronger businesses.
We bring commercial growth and operating experience to the challenges facing sporting organizations, informed by original research into the clubs, people and communities that make sport matter.
Sam Martin
Founder, Grampians
I’m a business growth executive who spent eight years helping build Leafly, a digital marketplace and media business, into a publicly listed company.
As COO and CRO, I helped grow revenue from $7M to $50M and monthly audience from 1M to 10M, all while building the teams, partnerships and operations to support that growth.
I’ve loved sport my whole life, but over the past years have found myself drawn deeper into lower-league English football, and specifically, the clubs, their histories, and what they meant to the communities around them.
That curiosity led me to start Minnows Football, where I’ve been researching, writing and building things around the game. It’s also made me want to get involved more directly, bringing my experience growing businesses to the challenge of helping clubs thrive.
Where we can help
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Revenue strategy, commercial partnerships, sponsorship development and identifying new ways to generate sustainable income.
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Building stronger connections between organisations, supporters, communities and commercial partners.
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Turning ambitious ideas into focused plans, effective operations and measurable results.
Our work
Football clubs are more than the teams they put on the pitch. Minnows is an independent publication exploring their histories, identities, and the people and places that shape them.
Narrative Equity
Narrative Equity is a framework we’re developing to understand how the history, identity and accumulated expectations surrounding a sporting institution shape the way its successes and failures are experienced. It informs our research and offers another way of thinking about the decisions clubs make and how they’re received.
Let’s talk.
We’re interested in the challenges facing sporting organisations, and in working with people who want to build a stronger, aligned and sustainable business.
If you’re running a club, investing in sport, or working through a difficult commercial challenged, we’d love to chat.