We are deeply passionate about our business and the sports that our People excel in. Athletes, teams and brands are our People. They strive for perfection and excellence in all aspects of their professional and commercial lives. So do we.

Our areté is rooted in our experience in talent representation, sponsorship consultancy and brand development for athletes, teams and companies in the sports industry. To excel, in any field, the small details always make the difference. It is within that pursuit of excellence, you find those athletes, teams and brands who have earned the labels – the greatest, the legends, the world number 1s and the most inspiring.

Our People all want to leave an indelible and unforgettable mark on the world. They want to be exceptional, unique, engaging and inspiring.

This is our areté.


Sales and

Talent Representation

Our athletes all have inspirational dreams and ambitions in their sports. It’s no different for us. Our sole focus is to ensure that we manage and nurture their career pathways so they can fulfil those ambitions.

We provide expert and personal assistance, advice and management to ensure our clients and their families are receiving our unique full service. By working tirelessly we remove the everyday stresses a client might experience. This ensures all professional, commercial and personal aspects of their lives are closely managed – underpinned by a long-term career strategy.

ARETÉ means having a small talent group. Client focused. Deeper personal relationships. Attention to the details that really matter.

Sales and Sponsorship Consulting

We have worked extensively with global companies on strategic marketing, athlete endorsements and brand management. We have also been engaged by clubs and teams to sell sponsorship and stadium naming rights. We consider working with a brand or team as a privilege.

When we are trusted by a client with a project, it becomes very personal. Their visions and goals become ours.

We integrate. We develop. We plan. We deliver.

ARETÉ means becoming an intimate extension of the team or brand. We learn their objectives and enhance delivery of them.

Brand Management

Whether we are consulting from inside a company or developing a talent’s profile into a standalone ‘icon’ brand, we have had huge success in adding substantial commercial value. With talent, we have strategically developed and grown an individual’s ‘micro-business’ brand including social media, ID development, website, events, commercial collaborations and merchandising.

With teams, brands and rights holders, we integrate with them. We add our expertise to increase the relevance and delivery of specific objectives. We value our client relationships as ‘our own’. So we ensure they feel our energy, dynamism and passion for what they want to achieve.

ARETÉ means having the attention to detail, strategic creativity and knowledge to develop, grow and enhance a brand.



  • Six Day Cycling


    After many years away, Six Day Racing is returning to London! Six Day London will be an exciting new track cycling competition, attracting some of the best riders in cycling and giving fans an incredible night of entertainment. Watch our video for what to expect and find out more details and ticket info at

  • riseabove_2

    Ride with 25 time Tour de France stage winner – Rise Above Sportive


    Sunday 9th August will see the former World and British Champion joining thousands of amateur cyclists in taking on one of three challenging routes, starting and finishing on the cobbles in the heart of Chester.

  • Mark Cavendish X Specialized –
    CVNDSH Launch Event


    The new range was launched at a VIP event in Shoreditch, London and featured a large scale projection mapping sequence done in conjunction with Projection Artworks to truly display Mark’s explosive speed. We wanted to engage with all attendees on the night and give them a true understanding of just how quick Mark’s bike travels at his fastest flat speed of 48mph.