17 Sport is the world’s first global, impact-led sports marketing and advisory firm. Founded to put purpose at the heart of sport, we believe sponsorship can do more than drive brand exposure, it can shape culture, engage employees, and create systemic change.
As a certified B Corp, we apply the same standards of governance, sustainability and inclusion internally as we do externally. Our flexible Talent Cloud model combines a highly skilled core team with global specialists, giving us agility, scalability and efficiency.
What makes us unique is our ability to unite two worlds that rarely meet: deep expertise in traditional sponsorship and genuine credibility in sustainability, DE&I and impact. Our proprietary Purpose × Sport Activation Framework ensures that every project delivers measurable ROI for brands and measurable SROI for society.
We prove it through our work. With Sanofi, we turned Paris 2024 into a catalyst for employee unity, engaging 25,000 employees in 50 countries. With Just Eat Takeaway, we showed that women’s sport can drive both growth and equality. With Protect Where We Play, we mobilised 60,000 fans on climate action. With adidas, we are normalising disability inclusion globally through Rising Phoenix.
Our name comes from SDG 17, Partnership for the Goals, reflecting our belief that real change comes from radical collaboration between brands, athletes, rights holders and NGOs. This is how 17 Sport is redefining sponsorship: as a platform for growth, engagement and impact.
