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We create and advise on partnerships in sport

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About us

We are a London based sports marketing agency with a track-record of creating ground-breaking partnerships, underpinned by our passion for sport and deep knowledge of the industry. Our experience of bringing together like-minded organisations with aligned objectives enables us to deliver shared success.


The Inside Edge leadership team have spent their careers at the forefront of the sports industry, representing and working for best-in-class rights-holders and brands.

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Our services

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Brand consulting

We offer a consultancy service that helps brands make sense of the sports landscape and identify the most appropriate properties to align with, in order to achieve key business objectives and drive maximum value from a partnership.

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Rights-holder representation

We provide an end-to-end solution for rights-holders seeking to build and implement partnership acquisition strategies. Services offered include the development of the partnership proposition, insight-led prospect identification and management of the go-to-market process.

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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

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