BRAND PARTNERSHIPS

Culture. Commercial return. The space between.

The partnerships that matter are the ones that feel inevitable rather than corporate. The ones where the brand earns its place in a cultural moment rather than buying a logo placement at the edge of it.

That has been the consistent logic across twenty years of partnerships work, from adidas and Y-3 to BACARDÍ, Hendrick's Gin, Soho House, Boiler Room and Wilderness Festival. Brands as participants in culture. Partnerships built around brand world, not just audience size. Equity protected. Commercial return delivered.

WHAT I DO

I design, negotiate and lead brand partnerships at global and regional scale, with equal fluency in strategic vision, commercial structure and cultural credibility. That means:

Partnership strategy and portfolio design across drinks, fashion, sport, music and luxury. Rights, licensing and commercial negotiation. Talent, creator and media partnerships. Flagship end-to-end deal leadership. Global-to-local operating frameworks. Measurement built in from the outset, not retrofitted at the end.

I have operated within highly regulated environments (alcohol marketing codes, broadcast regulation, high-scrutiny cultural spaces) and led multi-million-euro budgets across Europe, the US and APAC.

SELECTED WORK

Y-3 × Virgin Galactic | adidas Took key global editors from the Mojave Desert to Spaceport America to unveil a prototype space suit for FW16. One of the most ambitious innovation partnerships in adidas history, spanning PR, content, runway, social, retail and wholesale. 603:1 ROI. €30m EMV on €50k spend. 270+ features across 34 markets. Six-page Wallpaper cover.

BACARDÍ Triangle Co-created and delivered a flagship global music partnership featuring Calvin Harris, Kendrick Lamar and Ellie Goulding on a private island in the Caribbean. 1,862 creators and supporters in attendance. 6.7bn total impressions. 4.63bn earned. £4.2m EMV on sub-£1m spend. +3% global sales uplift.

Hendrick's Gin | Global Partnerships Reset Led a full global partnerships and advocacy reset across 100+ markets, anchored in Hendrick's cultural passion points: art, theatre, botany, literature and the curious. Shifted markets from one-off activations to always-on relationships with creators, cultural institutions and agenda-setting media. Partnerships included Accidentally Wes Anderson and Project Seagrass, with strategic oversight of Katz's Delicatessen and MCC / Lord's Cricket Ground to align UK and US execution with global brand strategy and maximise partnership value across both markets. 880% increase in earned reach. +1.1bn YoY earned reach uplift. 93% positive sentiment. +34% value and volume growth. £182m NSV. #1 premium gin by value.

BACARDÍ Beginnings | UK Paired established and emerging artists to create and release original music, including the world's first 3D-printed record store and the first track-unlock digital release mechanic. 1,090% YoY increase in earned coverage. 12:1 ROI. +8% incremental sales growth.

Soho House × BACARDÍ Owned partnership strategy and activation across live programming, content, influencer advocacy and on-trade activation.

Hull City AFC | Commercial Partnerships Reset Inherited a sponsorship portfolio with low partner confidence and limited activation. Reframed the commercial proposition, rebuilt partner relationships and developed a tiered digital sponsorship model integrating stadium screens, concourse TVs and LED inventory into a coherent, agency-quality partner product. Built the strategic and financial case for an industry-first EFL opt-out to create a club-owned OTT platform, generating new commercial return and full ownership of match footage.

Vintage × Sir Peter Blake Conceived and led a campaign built around Sgt. Pepper's and the man who painted the cover. Three front pages. BBC News at Ten. 83:1 ROI.

MAMA Group Festival Portfolio Led brand, comms and partnership strategy across Wilderness, Lovebox, The Great Escape, Vintage by Hemingway and GlobalGathering, securing and activating partners including The Guardian, Pepsi, Vodafone, Tuborg, and BBC Radio 1. 40:1–83:1 ROI. +15–25% YoY audience growth. First-time sell-outs.

PARTNERSHIP INDEX

Brands: adidas · Y-3 · Hendrick's Gin · BACARDÍ · Ballantine's · Umbro · Soho House

Cultural platforms: The BRIT Awards · Virgin Galactic · Boiler Room · Wilderness Festival · The Great Escape · Lovebox · Universal Music · MAMA Group

Media and editorial: i-D · VICE · Wallpaper* · The Guardian · BBC Radio 1 · Bauer · HuffPost

Talent: Kendrick Lamar · Calvin Harris · Ellie Goulding · Jessie Ware · Rudimental · Sir Peter Blake · Yohji Yamamoto · Rick Owens · Raf Simons · Xabi Alonso · Accidentally Wes Anderson · Compulsory Films

Purpose: Project Seagrass · Mind · WWF · Nordoff Robbins