It’s been a big month for F42 Consulting, with progress across partnerships, valuation work, a website rebuild and preparations for my first industry conference. A lot has happened behind the scenes, so here’s an update on what’s been going on.
Jully Poca Stake Partnership
The headline moment this month was brokering the partnership between Jully Poca and Stake, the biggest commercial deal F42 has delivered so far.
This is exactly the sort of partnership crypto casinos lean into: a digitally native personality, huge social reach, and a combat sports audience that converts. Jully fits the profile perfectly. With more than six million followers and a fast‑growing reputation, she’s the type of athlete brands in this space want to align with.
The timing couldn’t have been better. Just days after the partnership was announced, Jully fought on MVP’s TikTok Live card, which drew 3.4 million viewers. It’s early days, but the comparisons with Netflix’s push into live sports are hard to ignore. TikTok is clearly testing the waters, and MVP is becoming the proving ground.
Jully lost her fight in a controversial split decision, but that only adds to the intrigue. A rematch with Cinderella Linnear feels inevitable, and Stake will be positioned right in the middle of that storyline.
For F42, this deal is a milestone and a sign of the type of partnerships that can be delivered.
F42 Partnership Valuation Framework Launch
This month also saw the launch of the F42 partnership valuation framework, with two brands already subscribing to help measure the performance of their ambassador deals.
The framework values a partnership across six areas: digital PR, social media, IP/reputation, CRM, hospitality, and a set of secondary value drivers like activation, licensing, appearance fees and exclusivity. Each area is benchmarked against comparable athlete and rightsholder deals, so the output actually means something relative to the market rather than being a standalone score.
It also flexes by partnership type. Property vs individual, tier, rights scope and exclusivity all change the calculation, because a global exclusive deal shouldn’t be valued the same way as a regional non‑exclusive one.
If you’d like a demonstration or a sample report, get in touch.
F42 Consulting Website Rebuild
I also rebuilt the F42 website. The goal for my second tax year is to cut back on outgoings so I can put more into big‑ticket items like overseas conferences, so switching from Squarespace to a free provider made sense. Learning WordPress through my football blog, ForFootSake.net, gave me the confidence to make the change, and the results have been huge: almost double the impressions on Google in August compared to July, 37% more clicks, and more form submissions than the previous three months combined.
SBC Summit Lisbon
Later this month I’ll be heading to Lisbon for the SBC Summit, my first industry conference. Plenty of meetings are already lined up, and I’m hoping to not only find new clients but also learn from some of the biggest players in the industry. It’s a big moment for F42 and a chance to take things up a level. If you’re in town and would like to connect, I’d love to hear from you.
UFC Fighter Projects
Finally, I’m putting the final pieces together on a small project with a prominent UFC fighter who’s on the card at UFC 331, and a couple of new partnerships that are bubbling away nicely. More on those next time.
Appreciate you taking the time to read this update. It’s been a big month, and I’m excited to keep pushing things forward as F42 grows.