About
Fifteen years in the making.
Frédy was built by people who have sat on the client side of sports marketing. We understand the pressure of writing a nine-figure check for a partnership that no one in your organization knows how to evaluate, because we have been in that room.
We founded Frédy to give brands what the industry has never offered them: truly independent counsel, with no conflicts, no owned properties, and no interest in the outcome other than your return.
Our Origin
Patrick hires Brian as a lead analyst to measure ROI on Aon's $120M Manchester United partnership. The question of how to objectively evaluate a sports investment gets planted.
Patrick departs for Etihad Airways, then Endeavor. Brian stays at Aon, then enters business school, then joins Amazon. Two continents. They stay in touch.
Patrick launches Frédy. The conviction: sports advisory has never been built for the brand. It is time to change that.
The co-founder conversation turns serious. What if Brian left Amazon and they built Frédy together, properly, with the institutional rigor the industry had never seen?
Brian joins as co-founder. The question they first asked in 2010 finally has a company devoted to answering it.
What We Stand For
Culture
A partnership must be culturally relevant to the sport and its fans. Authenticity is not a nice-to-have. We evaluate every opportunity through this lens first.
Commerce
A partnership that does not drive measurable business return is not worth the investment. We build commercial rigor into every recommendation we make.
Community
The best partnerships address real human challenges. We push clients to think beyond awareness and toward meaningful impact in the communities they serve.
Patrick and Brian didn't study this problem. They lived it.