# F42 Consulting


## Posts

- [F42 Consulting September Update: Exciting Month Culminates in Taking F42 to the SBC Summit](https://f42consulting.com/f42-consulting-september-sbc-summit/): September was probably the biggest month yet for F42 Consulting. The month centred around my first trip to the SBC Summit in Lisbon, where I spent several days meeting brands, agencies and potential partners from across the global iGaming industry. I also spent time in London before and after the conference, catching up with existing clients and meeting some exciting new contacts. There was plenty happening away from the conference too, including more work with UFC fighters and some new media projects that are becoming an increasingly important part of what F42 does. Here’s what’s been happening. SBC Summit Lisbon The […]
- [F42 Consulting August Update: Jully Poca x Stake Partnership Headlines a Big Month](https://f42consulting.com/f42-consulting-august-update/): 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 […]
- [Premier League Sponsorship 2026: A Changing Landscape](https://f42consulting.com/premier-league-sponsorship-2026/): Premier League sponsorship continues to evolve at a pace that reflects the league’s status as the most commercially influential football competition in the world. What’s striking this season is how different the landscape looks compared to even two or three years ago. The brands entering the space, the categories they represent, and the inventory they’re choosing all point to a market undergoing a genuine shift, one shaped by changes in global finance, technology, and the growing sophistication of B2B marketing. Several developments highlight just how quickly the sponsorship ecosystem is changing. Stablecoins Enter the Mainstream Chelsea’s front‑of‑shirt partnership with USDC is […]
- [Stake Announces Rising Boxing Sensation Jully Poca as Global Ambassador](https://f42consulting.com/stake-jully-poca-announcement/): Stake, the world‑leading online sportsbook and casino, has announced Brazilian boxer Jully “Poca” de Oliveira as its newest global ambassador, marking her the first boxing partnership of it’s kind for the brand, and strengthening its growing combat‑sports portfolio. The partnership, facilitated by F42 Consulting, represents a significant step in Stake’s continued investment in elite fight talent. Poca will represent Stake globally ahead of her upcoming super lightweight bout against Cinderella Linnear on Friday, 21 August 2026. A Rising Force in Combat Sports Jully “Poca” de Oliveira’s journey into professional boxing has been anything but conventional. Originally known for fitness and martial […]
- [Combat Sports Sponsorship Is Booming: Brands, Take Note](https://f42consulting.com/combat-sports-sponsorship-is-booming/): From the PFL-MVP merger to TikTok's first-ever combat sports broadcast, UFC's biggest PPVs yet, and a possible Fury vs. Joshua superfight, combat sports is booming right now. Here's why brands should be paying attention.
- [Australia’s World Cup Awakening: What I Saw in Melbourne on Sunday](https://f42consulting.com/australia-world-cup-melbourne-fan-culture-2026/): I spent Sunday in Melbourne watching Australia beat Turkey, and the city felt like it had been rewired for football. The pub I was in was drenched in green and gold, TAB had a major presence, and 9 News dropped in to capture the atmosphere, not to manufacture a story, but because the energy was already there. Across Fed Square and AAMI Park, the scenes went viral: flares, flags, limbs everywhere. With a favourable timezone finally giving the Socceroos a prime Sunday afternoon slot, Australia behaved exactly like a football nation. And when the World Cup hits at the right time, the cultural impact is as powerful here as anywhere in the world.
- [African Football's Moment Has Arrived. Is Your Brand Ready?](https://f42consulting.com/african-football-ambassadors/): F42 Consulting has spent the last year building a genuine track record in African football partnerships — from a Duelbits campaign that delivered a 3.36x ROI on digital PR, to working with three major African football personalities ahead of a World Cup that promises to be the continent's most exciting yet.
- [Two Codes, One City: Sponsorship Lessons from a week at the Footy](https://f42consulting.com/two-codes-one-city-melbourne-afl-football-sponsorship-world-cup/): Melbourne is a city defined by sport — but attending three live events in one week, across two codes, revealed a stark contrast in atmosphere, commercial investment, and opportunity. From near-empty stands at AAMI Park to 84,712 fans at the MCG, here's what it taught me about where the smart sponsorship money should be going.
- [Australian Open 2026: World‑Class Experience, Crowded Brand Landscape](https://f42consulting.com/australian-open-tennis-sponsorship/): The Australian Open once again delivered a world‑class fan experience, blending elite tennis with Melbourne’s trademark hospitality and culture. I spent a day on site watching players like Paula Badosa, Marin Čilić, Madison Keys, Stefanos Tsitsipas and the home‑favourite doubles pairing of Nick Kyrgios and Thanasi Kokkinakis, and the atmosphere was exceptional. But while the event shines as a festival of tennis, the brand landscape tells a different story. With signage, activations and touchpoints at every turn, only a handful of sponsors truly cut through. This piece explores what the AO gets right, where brands get lost in the noise, and what smart partnership strategy looks like in an environment this crowded.
- [What I’ve Learnt So Far About Web Development (As Someone Who Started From Scratch)](https://f42consulting.com/learning-web-development-from-scratch/): Learning web development from scratch has been one of the most surprising parts of my year so far. From unexpected security scares on day one to figuring out site speed, structure and analytics on the fly, building For Foot Sake has taught me more in a few weeks than I expected to learn in months. This is what the journey has looked like so far, mistakes, lessons, small wins and all.
- [The Two‑Day Test: Winners and Losers From a Sponsorship Perspective](https://f42consulting.com/boxing-day-test-sponsorship-winners-and-losers/): The Boxing Day Test delivered pure theatre on the field, but off it, the two‑day finish created a wildly uneven sponsorship landscape. Some brands, like Bet365 and Woolworths, thrived in the chaos with perfectly aligned activations, while others saw their exposure windows evaporate almost overnight. From title sponsors to sleeve partners, and from community‑driven initiatives to high‑stakes broadcast buys, this was a masterclass in how unpredictable match lengths can reshape the value of cricket sponsorship.
- [The Next Chapter in AFCON Sponsorship](https://f42consulting.com/crypto-brands-afcon-sponsorship-future/): F42 Consulting sees AFCON as more than a tournament. It’s a stage where Africa’s evolving sponsorship story unfolds. From humble beginnings to the behemoth it is today, each era has left its mark, and now crypto‑focused brands, from trading platforms to iGaming sites, are poised to lead the next wave. With Sub‑Saharan Africa recording a 52% surge in crypto adoption, the future of partnerships will be defined by authenticity, innovation and cultural resonance. F42 Consulting’s role is to help brands not just participate in this movement, but shape it with clarity and impact.
- [Local Brands, Global Impact: Sponsorship Power at Royal Melbourne](https://f42consulting.com/australian-open-golf-sponsorships/): From Crown’s hospitality leadership to Liquorland’s bold visibility, TAB’s fan‑first Clubhouse, Adidas’ instantly recognisable stripes and Rolex’s timeless clocks, Royal Melbourne showed how premium brands elevate a tournament beyond the competition. Each activation delivered impact on‑course, on‑screen and in the fan experience, proof that smart partnerships hit the mark.
- [Football Ambassadors Take Centre Stage at AFCON](https://f42consulting.com/afcon-football-ambassadors/): AFCON 2025 is more than a tournament, it’s a global stage for ambassador partnerships. From Didier Drogba’s historic campaigns to Salomon Kalou’s recent deal with Duelbits, football icons continue to amplify brand stories and connect with fans worldwide. F42 Consulting has proven expertise in sourcing and managing these partnerships, ensuring authenticity and impact. If your brand is ready to elevate its ambassador strategy, now is the time to act.
- [The History of AFCON Sponsorship](https://f42consulting.com/afcon-sponsorship-history/): With just under a month until the Africa Cup of Nations (AFCON) kicks off, I’ve been reflecting on why I rate this tournament so highly. I first got into it during the era of George Weah, Samuel Eto’o, Jay‑Jay Okocha and, of course, as an Arsenal fan, Lauren and Nwankwo Kanu, players who were electrifying to watch. Yet from a sponsorship and broadcast perspective, I never felt AFCON received the global attention it deserved, and to a certain extent that remains true today. This reflection is the starting point for a broader blog series exploring how AFCON’s sponsorship story has evolved, from its history to the ambassador deals and brand activations shaping the tournament today.
- [Jake Paul vs Anthony Joshua: Netflix’s £140m Spectacle and the Future of Combat Sports Sponsorship](https://f42consulting.com/jake-paul-vs-anthony-joshua-sponsorship/): On December 19, Netflix will stream Jake Paul vs Anthony Joshua, a £140m spectacle set to draw millions worldwide. For sponsors, it’s a chance to tap into global reach, digital integration and the fighters’ massive social media followings. F42 Consulting has experience across MMA, boxing and entertainment, helping brands turn that visibility into lasting equity.
- [How MMA Fighters Are Driving Sponsorship Growth Through Social Media and Brand Partnerships](https://f42consulting.com/how-mma-fighters-drive-sponsorship-through-social-media/): MMA sponsorship is evolving, and fighters are playing a bigger role. From social media content to crossover campaigns in fashion, gaming and betting, athletes are helping brands connect with engaged audiences in new ways. This article explores how fighter-led partnerships are reshaping the sponsorship landscape, and how F42 Consulting supports brands looking to activate in MMA.
- [5 Football PR Stunts That Captured the Spotlight](https://f42consulting.com/football-pr-stunts/): How football’s boldest brand activations — from Agüero’s goats to Kerr’s signature boot — reveal the power of ambassador-led campaigns. F42 Consulting breaks down what makes a stunt stick, and how brands can engineer cultural impact through strategic partnerships.
- [Sponsoring The Race That Stops The Nation](https://f42consulting.com/melbourne-cup-sponsorship-review/): A personal reflection on the 2025 Melbourne Cup’s brand activations, from Lexus and TAB to McDonald’s, and what they reveal about sponsorship strategy in Australian horse racing.
- [Brighton’s Blueprint: How Paul Barber’s Values Inspire F42 Consulting](https://f42consulting.com/brighton-paul-barber-values-f42/): Reflections on a talk with Brighton & Hove Albion CEO Paul Barber OBE — and how his leadership values are shaping the way F42 approaches sports marketing, strategy, and brand integrity.

## Pages

- [F42 Blog](https://f42consulting.com/blog/): F42 Blog This sponsorship blog brings together F42’s thinking on partnerships, sponsorships and commercial work. The focus is on practical, usable insights rather than generic commentary, short pieces that help brands make better decisions and build stronger work.
- [Work](https://f42consulting.com/work/): F42 Work F42 works with brands, talent and rights‑holders delivering commercial partnerships in sport & entertainment, with a focus on football and MMA iGaming sponsorship. Here’s a selection of projects showing how partnerships and campaigns can be built with precision and commercial impact. Stake x Jully Poca 2026 F42 Consulting brokered the partnership between the world’s leading iGaming brand, Stake, and professional boxer Jully Poca. The collaboration secured Stake’s first presence within the Most Valuable Promotions (MVP) ecosystem ahead of a major professional boxing card, broadcast live on TikTok in a landmark moment for the platform. The deal positioned Stake inside […]
- [Cookie Policy](https://f42consulting.com/cookie-policy/): Cookie Policy for F42 Consulting Effective Date: 25th September 2025 This Cookie Policy explains how F42 Consulting (“we”, “our”, “us”) uses cookies and similar technologies on our website. By continuing to use our site, you consent to the use of cookies as described below. 1. What Are Cookies? Cookies are small text files stored on your device when you visit a website. They help us remember your preferences, improve site performance, and deliver a better user experience. 2. Types of Cookies We Use 3. Third-Party Cookies We may allow trusted third parties to place cookies for analytics or functionality. These parties […]
- [Services](https://f42consulting.com/services/): F42 Services F42 operates through five defined delivery pillars, each representing a core capability within its commercial strategy and sponsorship consulting practice. These pillars underpin how partnerships and campaigns are built, giving clients clarity on the process, confidence in the methodology, and a transparent view of how F42 delivers work end‑to‑end. Partnership Strategy F42 helps brands design smarter sports and talent partnerships from the ground up. The work focuses on defining the role of partnerships in the wider brand and commercial plan, identifying the right opportunities, and shaping clear frameworks for how talent, rights and campaigns should be used. The aim […]
- [Contact](https://f42consulting.com/contact/): Contact F42 If you’d like to contact F42 Consulting and discuss how it can support your business, get in touch via the form below and we’ll send a personalised response within 42 hours.
- [F42 Consulting](https://f42consulting.com/): Making your sports partnerships work harder Personal, accessible consulting that helps brands build smarter partnerships, activate them properly and deliver campaigns with real impact. Strategy.Brokerage. Activation. Measurement. Considering a sports partnership? Talk to F42 before you sign it. Featured Work Duelbits x Salomon Kalou F42 Consulting played a key role as global igaming operator Duelbits partnered with Salomon Kalou, AFCON champion and Champions League winner, as an ambassador ahead of the 2025 edition of Africa’s premier football tournament. World Cup Talent-Led Media Engagements During the 2026 World Cup, F42 Consulting secured and facilitated exclusive media engagements with football talent tied to […]
- [About](https://f42consulting.com/about/): About F42 F42 Consulting helps brands build partnerships and activate them with clarity, purpose and commercial impact. The sports partnership consulting work is grounded in practical thinking and a personal, accessible approach that keeps strategy close to execution. The focus is simple: smarter partnerships, better activations and campaigns that feel considered rather than generic. F42 moves quickly, thinks strategically and stays involved across the full partnership journey to ensure the work lands the way it should. The belief behind F42 is that strong partnerships aren’t built from templates, they’re built by using common sense, evaluating relevance and good decision‑making. That’s the […]
- [Privacy Policy](https://f42consulting.com/privacy-policy/): Privacy Policy for F42 Consulting Effective Date: 25th September 2025 F42 Consulting (“we”, “our”, “us”) is committed to protecting your privacy and ensuring your personal information is handled responsibly. This Privacy Policy outlines how we collect, use, disclose, and safeguard your information when you engage with our services, website, and communications. 1. Information We Collect We may collect the following types of personal information: We do not collect sensitive information unless explicitly provided and necessary for service delivery. 2. How We Collect Information We collect information through: 3. How We Use Your Information We use your information to: We do not […]

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