Sarah Batters

Commercial Consultant – Women's & Men's Sport

Transforming audience insight into commercial strategy for clubs, brands and athletes. Specialising in identifying untapped revenue potential, designing scalable commercial products, and building monetisable fan relationships.

Audience Intelligence

Data-driven profiling to unlock commercial value

Revenue Architecture

Strategic frameworks that convert fans into revenue streams

Go-to-Market

Partnerships, sponsorship & product commercialisation

Available for interim, fractional and project-based engagements.

Get in Touch

Driving Revenue in Sport

Two decades of experience turning fan and consumer engagement into measurable commercial growth.

Audience Intelligence

Deep fan profiling that unlocks the commercial value hidden within your existing supporter base and devises strategies to recruit new fans.

Revenue Architecture

Strategic frameworks and data systems that convert fan relationships into diversified, scalable revenue streams.

Sponsorship Maximisation

Portfolio analysis and deal structuring that maximises the value of every commercial partnership.

Sustainable Growth

Ticketing strategy and matchday diversification that delivers long-term commercial resilience.

About

Two Decades Turning Audience Insight into Commercial Growth

Sarah Batters

Managing Director & Commercial Leader – Sport, Media, Brands & Venues

A cross-sector career built on one discipline: identifying audience value and converting it into sustainable revenue. From grassroots to global brands, Sarah bridges the gap between fan engagement and commercial performance.

Managing Director · London City Lionesses

  • Built revenue models and fanbase from scratch
  • Identified audience segments and translated fan insight into sponsorship propositions
  • Drove matchday commercial growth through data-led strategy

Director of Global Football Schools · City Football Group

  • Drove revenue opportunities for CFG through global football school expansion
  • Scaled operations from New York to Melbourne across key international markets
  • Aligned brand and commercial strategy with CFG's global growth agenda

Strategic Development Consultant · Brighton & Hove Albion

  • Delivered data-driven commercial and brand strategy
  • Identified untapped audience opportunities across supporter base
  • Built actionable digital infrastructure and revenue growth frameworks

Director of Partnerships & Marketing · Southampton FC

  • Led commercial strategy and growth across both men's and women's teams
  • Aligned brand strategy with sponsor needs and fan demographics to maximise partnership value

Early Career · Procter & Gamble

  • Foundational grounding in brand strategy and financial modelling
  • Applied consumer insight to drive product positioning and commercial assessment
  • Delivered revenue performance across global FMCG markets
Services

Five Service Pillars

Each pillar is designed to translate audience insight into measurable commercial outcomes, from rapid diagnostics to full-scale revenue transformation.

1

Commercial & Audience Diagnostic

Fixed-fee audit mapping audience segments, commercial asset value and brand positioning, delivered as a prioritised revenue growth roadmap with clear opportunity sizing.

2

Fractional Commercial Director

Embedded commercial leadership that owns the full revenue strategy: audience monetisation, partnership pipeline, pricing models and data-driven decision-making, without the full-time overhead.

3

Full Commercial Transformation

Bespoke multi-month programme spanning audience strategy, brand architecture, partnership development, digital revenue channels and data infrastructure, built around a bespoke commercial framework.

4

Club & Athlete Sponsorship

End-to-end sponsorship strategy, from audience data packaging and asset valuation to partner targeting, proposition design and deal structuring that maximises commercial returns.

5

Speaking, Workshops & Advisory

Keynotes, board workshops and advisory seats focused on unlocking the commercial potential of football, covering audience economics, revenue models and strategic frameworks for growth.

If you need something slightly different, let's discuss.

Sponsorship

Sponsorship Deals Secured & Delivered

Audience intelligence converted into partner value propositions and measurable commercial results.

Southampton FC

Director of Partnerships & Marketing

  • Club's record men's front-of-shirt sponsorship deal – driven by a rebuilt commercial proposition rooted in audience data
  • Championship's record women's front-of-shirt deal – Starling Bank – unlocked by identifying an undervalued, high-growth audience segment
  • £30m+ in new and renewed partnership revenue across 3 seasons
  • Brand awareness grew from 31% to 57% – creating a stronger platform for future commercial deals

London City Lionesses

Managing Director

  • Promotion to the Women's Super League within 12 months – raising commercial visibility and partner appetite
  • Strategic partnerships with Nike, Mastercard and TOGETHR – each aligned to specific audience growth narratives
  • 600%+ matchday attendance growth after stadium move – demonstrating scalable audience development
  • Commercial function built as the club scaled from 20 to 80 people in 21 months – revenue infrastructure matched to growth trajectory
Approach

Every Engagement Starts With Data - Not Assumption

A structured framework that transforms audience intelligence into commercial revenue – moving from insight to opportunity to growth.

Understand

Deep audience analysis – who they are, what they value, and what drives behaviour. Segmentation by demographics, psychographics, and spend propensity.

Assess

Map audience segments to commercial potential. Identify where partner brands, media, and product offerings can unlock untapped revenue.

Grow

Build and scale the right products, platforms, and partnerships - aligned to audience demand and commercial viability, not assumption.

Commercialise

Translate audience value into structured revenue models – sponsorship tiers, media rights, licensing, and diversified income streams.

Clients & Fees

Who I Work With – And How I Drive Commercial Value

Every engagement begins with understanding your audience, assessing your commercial potential, and building a revenue strategy that converts insight into growth.

Sports Clubs

Identify untapped audience segments, assess sponsorship inventory, and build brand and commercial frameworks that grow sustainable revenue.

Athletes & Talent

Players building a personal brand and commercial income beyond the pitch. I will translate audience data into brand partnerships and monetisation strategies aligned to your values.

Brands & Agencies

Companies seeking an authentic, data-backed entry into sports sponsorship. I will match brand objectives to real audience value, not just reach metrics.


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.

Academic & 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.

Let's build something.

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