Converting Sporting Success
Into Commercial Advantage

Who We Are

Inside Edge is a highly experienced, independent sports marketing consultancy comprising of industry experts that have represented leading global sports properties, including City Football Group, Liverpool FC and Manchester United. We provide rights holders and brands with assistance in identifying and securing effective, long term commercial partnerships.

Utilising over 30 years combined experience in managing international sales processes and negotiating sports sponsorships at the highest level, Inside Edge specialises in creating, developing and implementing commercial strategy as well as bringing together selected brands with relevant sports properties.

The leadership team are always directly engaged on a select portfolio of retained projects, ensuring that our expertise and time are personally committed to our clients.

Leadership Team

Co-founders Andrew and Jon first started working together at Manchester United in 2008, where they planned and initiated the roll-out of a new regional sponsorship sales strategy; successfully establishing exclusive partnerships with international mobile network operators and media organisations in over 40 territories.

Andrew Markham

Co-founder & Managing Director
+ More about Andrew

Andrew led commercial divisions across three Premier League Clubs over a 10 year period: Manchester United, Southampton FC and Liverpool FC, where he was Head of Global Partnership Sales.

Jon Naspe

Co-founder & Managing Director
+ More about Jon

Jon has worked in the sports industry for a mixture of premium rights holders and agencies, including Manchester United, Mediacom and Yahoo! His most recent roles were Sales Director at ESP Properties and Head of Sales for EMEA at Manchester City FC.

Adam Chapman

Head of Operations
+ More about Adam

Adam managed sales operations for Manchester United, where he co-ordinated and delivered innovative brand engagement processes utilising industry leading marketing materials.  At Limelight Sports, he devised and implemented partnership activations before becoming Deputy Head of Commercial at Crystal Palace FC.

Our Approach

Rights Holders

Insights and Analytics

  • Benchmarking and scaling opportunities.
  • Understanding the audience to build sales narratives and identify relevant categories / brands to deliver authentic partnerships.
  • Developing partnership hierarchies to ensure maximum commercial return.
  • Extensive research into prospective partners to create a bespoke and personalised proposition.

Market Approach

  • Creating compelling sales narratives and marketing materials.
  • Consulting on sales strategy and go-to-market tactics.
  • Formulating and implementing an effective, fully managed sales process to ensure that the opportunity stands out.

Sales Process

  • Director led sales team to act on your behalf to engage target brands and attend prospect meetings.
  • Brokerage of partnership agreements and contract negotiations.
  • Rigorous reporting process using real-time CRM tools.
Rights Holders We've Worked With


Strategic Review

  • Assess effectiveness of any current sports marketing strategies including activation methods undertaken to date.
  • Understand the target audiences that any new partnerships would need to engage in order to align with business objectives.

Market Assessment

  • Review the specific regional market characteristics, competitive landscapes, consumer behaviours and brand positioning differentiators that need to be considered in order to best shape effective partnership strategies.
  • Provide a selection of relevant best practice case studies in order to help understand how partnership assets can be used effectively.

Sports Property Selection

  • Analyse existing/emerging sports platforms alongside consumer behaviours to help your brand engage both existing and new audiences.
  • Initiate dialogue with identified sports properties that are best aligned with your business objectives and manage communications between both parties.
  • Consult on optimum rights packages and activation opportunities.
Brands We've Worked With


  • Inside Edge assisted us with a new strategy to reach consumers through partnerships in sport by providing guidance on the sponsorship landscape, introducing relevant properties that resonate with our target audience and consulting on rights and assets. We would highly recommend them.
    Robert Miller
    CEO, Phynova
  • Inside Edge assessed the effectiveness of Optimum Nutrition’s existing sports partnership strategy and helped us to evaluate several premium sporting organisations across key markets in Europe. Not only did Inside Edge provide the technical expertise we were looking for, they were great to work with and highly collaborative.
    Colin Westcott-Pitt
    Global CMO, Glanbia Performance Nutrition
  • Inside Edge really exceeded all expectations in their delivery of main partners to the Six Day Series. Their diligent approach to engaging the market alongside their know-how and professionalism really set them apart and we would recommend them to anyone looking to attract new commercial partners.
    James Durbin
    Chief Executive Officer, Madison Sports Group