we are 17 sport

We help brands, athletes, rights holders, and investors grow business value, build cultural relevance, and unlock positive impact by putting purpose at the heart of performance.

Sport moves people. It builds belonging, shapes culture, and inspires action. We help you harness that power and turn it into progress.

As a global purpose-led sports marketing, advisory, and investment firm, we help clients activate their purpose through sport to deepen fan connection and unlock greater relevance, loyalty, and commercial value.

Unlike traditional agencies, we turn purpose into your competitive edge: sharpening your focus, elevating your activations, and building stronger brand love, all while driving real-world impact.

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CUT THROUGH
THE NOISE WITH
THE POWER OF
PURPOSE

  • adidas Breaking Barriers Project

    adidas Breaking Barriers Project

  • UEFA opening ceremony

    UEFA

  • Ezra Frech Track and Field Para-Athlete

    Ezra Frech
    Track and Field Para-Athlete

  • Protect Where We Play
    Ocean Concervancy

Brands

We help brands turn purpose into performance through strategies, partnerships, campaigns, and activations.

View our work

Rights Holders

We help federations, leagues, and sports properties grow revenue and relevance by embedding purpose into their brand, partnerships, and fan experience.

See our partnerships

Athletes

We help athletes turn their influence into impact through brand, commercial, and purpose strategies that build legacy, grow value, and shape culture.

Meet our athletes

Ideas that drive impact

Explore our insights, research, and real-world learnings on how purpose-led approaches in sport strengthen fan connection, performance, and impact.

Featured
Our 2023-24 B Corp Impact Report
Our 2023-24 B Corp Impact Report

An open and honest update on the progress we have made, the challenges we have encountered, and our roadmap toward recertification.

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Sports' Role In Preserving Our Oceans
Sports' Role In Preserving Our Oceans

Explore the transformative impact of sports on ocean health and climate crisis mitigation.

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How Sports Are Calling For Industry Accountability
How Sports Are Calling For Industry Accountability

Explore the power of sports to reshape climate action by challenging industry ethics and driving collaborative change.

Read More →
Explore insights

What our partners say

  • “Through sport, we have the power to change lives, and creating gender equitable spaces for all is vital to ensure these benefits are inclusive of everyone. The 17 Sport team has been integral to bringing our pan-European gender equity project to life.”

    Clementine Painter
    Director of Purpose & Sustainability Europe, adidas

  • “Partnering with 17 Sport during the Paris 2024 Games was a game-changer for us. Their team was instrumental in helping us bring our brand’s commitment to DEI to life in a way that truly resonated. With their strategic insight and flawless execution, they empowered us to make a real impact that reflected our values and inspired our community.”

    Matthieu Gerard,
    Head of Partnership Paris 2024, Sanofi

  • “Our vision of building a better world through sport continues to inspire our work and connect with people around the world. 17 Sport’s insights — rooted in sport, business, and purpose — have affirmed the direction we’re taking and the way we support our TOP partners in bringing this vision to life through meaningful, purpose-led activations with tangible commercial value.”

    Mya Doelling,
    Senior Partnerships Manager, International Olympic Committee

Ready to build what’s next?

Partner with us to unlock new growth, relevance, and impact.

Let's talk