02 — DIRECTION

Sports

Commercial sport end to end — from sponsorship and rights through participation, development and product.

BergenceSportsXsportsXshops

BergenceSports

The sports and events marketing company, and the Group's strongest single commercial capability. Sponsorship and partnerships sit at its centre: finding, valuing, packaging and closing the relationships that fund sport.

Services

Sponsorship & rights

  • Sponsorship sales
  • Partnership development
  • Commercial rights valuation
  • Rights packaging and inventory
  • Partner servicing and reporting

Marketing

  • Sports marketing
  • Event marketing
  • Advertising for sport and sports organisations
  • Campaign planning

Branding

  • Athlete branding
  • Federation and club branding
  • Event branding and commercial identity

Small setup fee plus commission, typically 10–20% of deal value depending on role and structure.

Xsports

The consumer sports brand. Participation, development and the digital layer that connects them — sold directly to athletes, families and communities under its own name.

Services

Participation

  • Sports events and tournaments
  • Camps and training programmes
  • Sports academies

Development

  • Athlete development programmes
  • Coach education
  • Talent pathways

Digital

  • Multi-sport digital platform
  • Sports and health application
  • Community, membership and athlete profiles

Consumer-facing and sold under its own name — the Bergence relationship is corporate, not a marketing message.

Xshops

Product and distribution. The commerce layer serving the Group's own brands, events and academies — and third-party products through the same channels.

Services

Retail

  • Online retail
  • Physical retail and event shops
  • Merchandise for owned events and academies

Distribution

  • Distribution and wholesale
  • Licensed product distribution
  • Supplier and sourcing management

Let's build something that lasts.

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