The Competitive Advantage. Unlocked
Unlock your brand’s potential by tapping into the largest global network of elite sports marketing specialists. United to navigate the intersection of culture, community, and commerce for transformative brand results, Capel Sport is built on decades of sports expertise.
Providing deep-rooted expertise and local relevance on a global scale.
elite talent
Your Global Team
A world-class network of marketing specialists who are passionate about sport and the role it plays in people’s lives.
Jonathan Cummings
Capel Group
Executive Chairman of Capel Group
Provides high-level strategic counsel to global rights holders, fuelled by executive board-level leadership within professional cricket
Laura Campion
LCC Group
Founder & Brand Consultant
Transforms fan perception and scales commercial revenue by directing brand identities for international multi-sport festivals and professional clubs
Becca Derrick
pact sport
Head of Capel Sport
Translates iconic sporting moments into measurable commercial impact through deep cultural insight and high-stakes brand positioning
Elliot Davis
Carbon
Head of Growth & Client Services, EMEA
Drives real-world action by directing global partnership strategies for elite professional clubs and major international tournaments
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Kevin Doherty
Keane Dubai
Managing Director
Crafts “magic moments” for fans by directing major global initiatives, including world-class tournament campaigns and retail environments
Natalie Beazley
Keane Dubai
Senior Client Manager
Executes ambitious growth plans by bridging the gap between high-level brand concepts and technical delivery in global retail
Louise Salisbury
Keane Birmingham
Brand & Experience Strategy Director
Rejuvenates lifestyle brands by directing the strategic development of elite athlete-led product ranges and performance-focused campaign narratives
Emily East
Keane Birmingham
Senior Interior Designer
Ignites community and elite engagement by designing high-performance environments that redefine legacy venues and specialised sports facilities
Suzy Huntly
Keane Birmingham
Senior Interior Designer
Masterminds the physical evolution of brand identities, from boutique fitness concepts to global retail environments
Stefan Breg
Keane F&B Consulting
Managing Partner – F&B Consulting
Revolutionises the spectator experience by architecting F&B strategies that turn national stadiums into world-class, revenue-driving culinary destinations
A New Era in SPORTS Marketing
Brief Once. Build Everywhere.
Sport is no longer just a game. It’s culture, identity, community and commerce.
Working with Capel Sport means geographic ambition no longer requires geographic compromise.
We bring together specialists who are embedded in their markets, coordinated by a practice that understands sport, ensuring coherence at the global level without losing the nuance that makes work land locally.
Working with Capel Sport means geographic ambition no longer requires geographic compromise.
We bring together specialists who are embedded in their markets, coordinated by a practice that understands sport, ensuring coherence at the global level without losing the nuance that makes work land locally.
Leadership
Driving Force, Strategic Precision
Combining visionary strategy with deep-rooted industry specialisation, our leadership team is dedicated to helping brands and rights holders move beyond sponsorship into true cultural integration.
Capel Group
Jonathan Cummings
Executive Chairman
Jonathan Cummings is a visionary brand strategist and the architect behind Capel Sport’s global expansion. He provides high-level strategic counsel to major sports brands across the world.
Capel Sport
Becca Derrick
Head of Capel Sport
As Head of Capel Sport, Becca Derrick leads a specialist team of experts to shift strategy, sharpen ideas, deliver creative that moves and leave a lasting mark on the brands and organisations we work with.
Carbon
Hong Kong
Case Study
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the work
Where We've Played Before
Keane
London
Case Study
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Eat played a significant role in navigating complex internal hierarchies and restructuring extensive editorial content, ensuring the global solution was effectively localised for the Japanese market.
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Keane produced a suite of brand identities and global promotional assets for The Jaguar Club, The 1882 Club, and The Skyline Terrace, establishing a cohesive vision for the stadium's elite guest offerings.
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Thirty30 responsible for the naming, strategic positioning, and visual identity of the club, creating the "Court Speed, Terrace Ease" tagline to emphasise a balance between competition and leisure.
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Keane developed a cohesive experience strategy and spatial concept that positioned the gym as a brand hub, ensuring the environment felt unmistakably "Breitling": precision-led, adventurous, and community-driven.
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Numbers That Matter to Ambitious Sports Organisations
16
Senior Specialists
250+
Global Team
14
Global Markets Served
LCC
Brisbane
Case Study
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ready to compete at the highest level?
Let’s Chat
Whether you're launching into a new sport, building a global fanbase or trying to make your brand mean something in markets it doesn't yet reach, we'd love to hear the challenge.
Room 1104, Crawford House, 70 Queen’s Road Central, Central, Hong Kong
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