Sarah Batters

Commercial and audience growth in sport

I help clubs, brands and investors unlock commercial value in men's and women's sport, using boardroom insight, brand-building expertise and a network built over a career in both.

Most commercial advisers have sat on one side of the deal. I've sat on all three.

Three seats at the table

The brand buyer

At Procter & Gamble I managed multiple brands across international markets including talent partnerships.

The rights holder

As Managing Director of London City Lionesses and Director of Partnerships & Marketing at Southampton FC, I sold partnerships, including record men's and women's front-of-shirt deals and partners such as Nike, Puma, Mastercard and Starling Bank.

The adviser

Today I work with investment groups on strategy, partnerships, matchday revenue and audience growth, and I give investors and boards analysis of the women's sport market.

View my profile on LinkedIn

How I can help

Clubs, leagues and governing bodies

Commercial strategy, audience growth and revenue growth for rights holders. From a 4-week commercial opportunity audit to audience growth plans, sponsorship approach and an ongoing growth retainer.

Brands and athletes

Finding, running and measuring the right sport partnerships: sponsorship audits, women's sport entry strategy, deal brokering and negotiation, and activation retainers.

Investors

Independent commercial analysis for anyone putting serious money into women's sport: commercial due diligence with a 100-day plan, and market briefings for boards and investment committees.

Why me?

Been There, Done It

Has run full P&L commercial functions inside clubs – translating audience data into revenue models, not just recommending strategy from the outside.

Dual-Market Revenue Results

Deep, current experience across men's and women's football – identifying where commercial potential is underpriced and where brand investment delivers the highest ROI.

Network That Opens Commercial Doors

Two decades of relationships across clubs, brands, agencies and rights holders – accelerating partnership pipelines and unlocking deal flow that external advisors can't access.

Industry Credibility

Lecturer in Commercial Football at the PFA Business School; international speaker on translating women's football audience growth into measurable commercial and brand value.

Sarah Batters · Commercial & Sponsorship Strategy Advisory - Sport
Email sarah@sarahbatters.com · LinkedIn linkedin.com/in/sarahbatters