Founder and CEO Kevan Baker has more than 40 years’ experience across marketing, advertising and commercial partnerships, with extensive expertise in international sports marketing. Since launching his specialist sports agency in 2012, he has negotiated and managed agreements with a combined value exceeding £100 million. Originally from Somerset in the West Country of England, Kevan began his career in drinks brand management, working with leading UK organisations including the original Taunton Cider Company and Bass—then the UK’s largest brewer and owner of brands including Carling Black Label and Tennent’s.

This early experience gave him a clear understanding of the power of sport to build brand awareness, engage audiences and support wider commercial objectives. After completing a full-time MBA at Aston University in Birmingham, specialising in international marketing, Kevan worked for British Airways before moving into the London advertising industry. He held senior positions at leading global agencies, including Saatchi & Saatchi and Ammirati Puris Lintas.

As Account Director for Carlsberg, Kevan was involved in the landmark partnership that placed the Carlsberg name on Liverpool Football Club’s shirt. His early sports marketing experience also included work with the Robinsons brand during its sponsorship of the Wimbledon Championships.

Kevan subsequently managed Unilever’s business across Europe before assuming responsibility for the account globally. His work included internationally recognised brands such as Domestos, Cif, Magnum and Birds Eye, giving him substantial experience in developing and coordinating marketing strategies across multiple countries, cultures and consumer markets.

In 1999, Kevan established his own consultancy, initially specialising in new-business development for marketing and advertising agencies. Alongside this work, he served for more than 20 years as strategic marketing consultant to a Bermuda-based insurance business, supporting its long-term marketing, brand and commercial development.

In 2012 Kevan launched his specialist sports agency. 

Since then he has developed, negotiated and managed sponsorships across international football, cricket, athletics, aquatics, basketball, winter sports, table tennis, triathlon, baseball, softball and gymnastics. These partnerships include:

• front-of-shirt partnership with a top European football club and global financial services organisation;

• a marketing-leading insurance company with one of the world’s leading national cricket teams;

• one of the globe’s largest brewers with a leading national cricket team; 

• IOC Federations with a leading financial services company;

• one of the largest US b2b organisations with a major US University athletics department 

Kevan’s experience spans every side of the partnership relationship: brands, agencies, sports rights holders and individual athletes. This enables him to understand each party's priorities, identify genuine strategic alignment, and negotiate partnerships that deliver sustainable commercial value. His approach combines rigorous strategic thinking with practical commercial expertise, from opening initial conversations and developing sports marketing propositions to negotiating rights packages and concluding contractual agreements. The focus throughout is on creating credible, productive partnerships that deliver meaningful and measurable returns for everyone involved.