Agency of the Year
50 Sport
50 Sport is The Sports Entertainment Agency. We build and grow social communities, deliver entertainment-led creative campaigns and drive sponsorship value by connecting fans, brands and rights holders through sport, culture and entertainment.
In 2025, we expanded to cover 12 markets, while delivering standout campaigns for our clients FIFA, Qatar Airways, Amazon Prime Video Sport, Arsenal, Celsius, and MLS.
We continued to deliver against our 50/50 Sport initiative, which supports women in sport and promotes diversity through partnerships like MerkyFC.
For Amazon Prime Video Sport, we implemented a pan-European social strategy across nine markets, blending centralised editorial vision with geo-localised content, achieving 3.2M new followers and 55M engagements.
For Qatar Airways ahead of FIFA World Cup 2026™, we crafted culturally resonant activations including cinematic films, talent collaborations, and global countdown storytelling, delivering over 20M impressions and 345K interactions, reinforcing brand association.
As global lead creative and social agency for the FIFA Club World Cup™, we helped transform the competition into a global entertainment property, delivering 10.3M new followers, 1B impressions and 76M engagements.
Through entertainment-led strategies and platform-tailored execution, 50 Sport consistently transforms sport into meaningful fan experiences, amplifying brand presence, driving engagement, and creating enduring commercial value.
Brands2Life
Brands2Life: The agency that helped Fulham FC go from local club to world-class destination
In our 25th year, we are more ambitious than ever. With Fulham, we didn’t just support a redevelopment of the Riverside Stand. We helped redefine a club’s place in the modern game. We took Fulham from the sports pages and into over 300 media titles that they had never been covered in before. Our campaign has had a potential reach of over 40m readers and driven tangible commercial outcomes.
InCrowd
InCrowd – Driving Sports’ Digital Future
InCrowd is a specialist digital agency dedicated to creating and commercialising high-impact, high-value fan experiences in football, evolving from a legacy as a technical provider into a renewed purpose as a strategic, longer term partner for digitally ambitious rightsholders through a focus on high-value, data-led solutions.
Our success is defined by solving the football industry’s most complex digital challenges. By dismantling data silos and integrating disparate systems, we enable clients to own their fan data and their direct relationships, ultimately unlocking long-term commercial value, with our unrivalled expertise and “one team” collaborative approach have delivered record-breaking results.
Whether converting premium but disparate digital ecosystems into long-term commercial engines or providing deep audience profiling to drive membership, InCrowd consistently turns fan-centric innovation into measurable success. With a 92% client retention rate, we are proving that combining strategic vision with expert execution across audience data and next-gen content we aren;t just reacting to the market – we are proactively shaping the future of football business.
MatchFit
The Year We Became MatchFit
In 2025, we embodied our name and ‘levelled up’ as the UK’s leading specialist sports communications agency, with football indisputably front and centre of our transformative year.
Speaking to consumer, fan, grassroots and business audiences at the heart of football, together we redefined what it means to be MatchFit through…
Elite Work:
– We delivered our best-ever campaigns for an expanding world-class roster of football brands and rightsholders, including Manchester City, Topps, JD Sports, LiveScore, The FA and The EFL.
Business Growth:
– We achieve 56% year-on-year revenue increase, driven by a strategy of new business acquisition and high-quality client retention.
National Footprint:
– We scaled our geographic reach, moving into our new London ‘changing room’ HQ and launching a thriving second office in Manchester, to ensure we were present across the UK’s football heartlands.
High-Performance Culture:
– We grew our headcount by 46%, including elite leadership hires across both locations.
– We empowered our people to thrive courtesy of the ‘MatchFit Academy’ and ‘MatchFit Conditioning’ programmes, our new agency playbooks for high performance.
With game-changing gains across clients, people, footprint and business, 2025 was the year that we became MatchFit.
MATTA
In our tenth year of operations, 2025-26 has marked a definitive “homecoming” for MATTA. Recent years have seen us successfully diversifying into other sports, such as tennis, cricket, rugby, and golf (with clients like the Ryder Cup, the ICC, England Rugby).
The past 12 months, however, have seen a strategic and emphatic reassertion of our influence within football. Through a series of landmark pitch wins and the retention of prestigious global accounts, MATTA has proven that our multi-sport perspective can bring a unique edge to football brands – from the Championship to global federations.
Rising Ballers Group
Rising Ballers Group, encompassing Rising Ballers (RB), She’s A Baller (SAB), and investment in Footballer Fits (FF), is redefining sports media through authentic storytelling and audience-first strategies. Since 2017, we’ve been leveraging social platforms to inspire and engage the next generation of football fans. By amplifying youth culture in football, championing the women’s game, and connecting football with fashion, Rising Ballers Group has built one of the most engaged football media networks, reaching 140M+ people monthly.
2025 saw us partnering with numerous global brands to deliver culturally relevant campaigns that surpassed industry benchmarks. Notable successes included end-to-end producing three UK rising ballers mixtapes activated by our RB brand for Hollister and SAB working with Mastercard to launch SOOO London, a first-of-its-kind women’s sports concept store in Regent Street.
In the past year, we’ve doubled the size of the team, delivered 100+ client campaigns, travelled 10,000+ miles, moved offices to upsize, and won 33 new pieces of business while retaining a significant % of existing projects. With investments in team expansion and leadership, we remain committed to leading in football media, driving results that resonate deeply with fans and brands alike.
Ten Toes
Ten Toes is a global sports marketing agency operating at the intersection of sport, culture, creativity and technology. Working with the world’s rightsholders and global brands, the agency was founded to close the gap between what sport means to fans and how it is marketed. Today, Ten Toes is a 35-strong team across London, New York and Dubai, built to move fast, think deeply and create work that cuts through.
In 2025, Ten Toes set out to move beyond being seen as an ‘exciting challenger’ to becoming one of the most effective and innovative agencies in global sport. That meant scaling internationally, accelerating growth in the US, continuing to deliver standout work for existing clients, and proving that creativity and commercial impact are not trade-offs, but force multipliers. Central to this ambition was a clear point of difference in how the agency uses AI.
Ten Toes’ model blends human understanding of sport and fandom with data, technology and platform-native creativity. This approach delivered record-breaking growth for major rightsholders and brands, alongside the launch of Ten Beat, the agency’s proprietary AI-powered fan and cultural intelligence platform.
In 2025, Ten Toes grew profitability and client roster, expanded globally and strengthened partnerships.
The Space Between
Since launching in 2020, The Space Between has gone from a start-up to an established agency working with big brands and rightsholders to deliver sports marketing campaigns. A founder-owned independent agency, we bring the experience and expertise of large networks with the nimble and reactive nature of a challenger agency.
After 5 consecutive years of profitable, YoY revenue growth, we have a proven track record of accelerating growth through football: both bringing new sponsors into the game – activating first time partnerships for the likes of Xero, Clearscore and SunPat – and helping rightsholders grow their women’s sport propositions – including the FIFA Women’s Champions Cup 2026.
2025 was a record-breaking year financially and our most entrepreneurial and innovative to date. We relaunched our brand and doubled down on our challenger positioning by launching CASCADE, a new content amplification product designed to close ‘The Sponsorship Gap’, making us the only sponsorship agency to combine strategy, creative, and distribution in one offer.
Commercial success sits alongside our commitment to donate 5% profits to sport-related charities, and a values-led, people-first culture that has seen us recognised as one of Campaign’s Top 100 Best Places to Work 2025.
