Our Approach
Commercial focus with sports fluency.
The Problem We Solve
Unrelenting Growth
Sport commands attention at a scale nothing else does. The explosion of new properties, marketable inventory, and global fandom has created extraordinary opportunity for brands.
Private equity and institutional capital are flooding in. The category is growing faster than most organizations know how to manage.
Complexity Without Clarity
What was once a marketing decision is now a Board decision. Brands are writing bigger checks with less confidence than ever, facing fragmented rights, opaque pricing, and no objective framework for evaluating fit or value.
The industry has grown. The tools brands use to manage it have not.
How We Work
Independent Judgment
No conflicts. Ever. Frédy does not own properties, does not represent rights holders, and does not benefit from the deals we recommend. Our only client is the brand.
Client-Side Perspective
Our founders have sat across the table from agencies, written the checks, and managed the portfolios. That experience is the rarest edge in sports advisory. We know every move before it is made.
Institutional Standards
We apply rigorous, evidence-backed analysis through structured frameworks, and deliver work that holds up under board-level scrutiny rather than decks built to impress in a pitch.
Business First
We start with your business strategy, not with what properties are available. Partnership portfolio decisions come first. Marketing expressions of those decisions come second.
Analyst Rigor
Structured analysis turns raw data into traceable conclusions. We weight scores against your actual priorities, so every recommendation is defensible, not just directional.
Built to Scale
Frédy is a company, not a contractor. Our frameworks, processes, and delivery standards run consistently across every engagement, every client, every cycle.
"We can deliver better work from the client side at a better price."
The large incumbent sports agencies were built to represent properties and talent. Their business model creates a structural conflict: the more you spend, the more they earn. Independent counsel is not something their model is designed to deliver.
Most sports advisory is built by people who came up through sport. They know the properties, the rights structures, the relationships. The blind spot is the business problem on the other side of the table. Our founders sold the value of sponsorships internally, worked in sales operations with complex CRM systems, built attribution frameworks, and justified sponsorship spend to skeptics against every other budget line item. We know what a CMO is accountable for, what a CFO will actually approve, and how to build a sports investment that connects to commercial outcomes, not just brand ones. That changes what we build for clients, and what we ask properties to deliver.
Ready to compete with clarity?
Get in touch →