We work with ascending sports to unlock audience, value, and growth.
We partner with leagues, rights holders, and investors to help tier two sports build the structure required to grow. That can mean rights strategy, product and platform development, audience capture, sponsor logic, shoulder programming, international distribution, or the operational framework that turns a promising property into something durable.
Most sports properties do not fail because the sport is bad. They fail because the system around it is underbuilt. There is not enough inventory. Not enough cadence. Weak data. No connective tissue between content, community, distribution, product, and monetization.
It's not the lack of demand. The real issue is structural.
Most tier two sports do not have a demand problem. They have a structure problem.
They may have audience. They may have strong live events. They may have recognizable talent, cultural relevance, or a devoted fan base. But too often they lack the systems required to translate that into a real business.
We see the same issues repeatedly:
- too little inventory
- weak scheduling cadence
- fragmented data
- underdeveloped digital product
- limited sponsor logic
- disconnected distribution strategy
- no clear path from fandom to revenue
We help solve those problems.
The Systems We Build for Ascending Sports.
Product & Platform
We help build the digital infrastructure that turns a sport into a real media product. That includes app strategy, OTT planning, vendor selection, user journeys, automated workflows, data wrangling, and owned platforms designed to grow audience and capture data.
Rights & Distribution
We help tier two sports expand inventory, shape smarter rights strategies, and find the distribution paths that actually fit the property. That includes domestic and international media opportunities, partner packaging, and identifying where additional content can unlock growth.
Audience & Monetization
Audience & Monetization
Audience & Monetization
We help sports properties better understand who their fans are, how to reach them, and how to prove value to sponsors and partners. That includes data strategy, sponsor logic, fan capture, attribution, and the systems that connect attention to revenue.
Content & Community
Audience & Monetization
Audience & Monetization
We help design the programming, shoulder content, and community architecture that keeps a sport active between live events. That includes social strategy, clips, recurring formats, youth and participation concepts, and the frameworks that turn interest into habit.
Who we are.
Jeffrey Lee | Co-Founder & Partner, Strategy & Capital
David Guinan | Co-Founder & Partner, Product & Strategy
David Guinan | Co-Founder & Partner, Product & Strategy
Jeffrey Lee is an experienced media executive who has launched, grown, and invested in and exited multiple businesses in media, sports and tech across EMEA and the Americas. He is currently a shareholder and VP International for Nielsen-backed video streaming ad solution, G-Mana, consulting on and implementing projects with sports strea
Jeffrey Lee is an experienced media executive who has launched, grown, and invested in and exited multiple businesses in media, sports and tech across EMEA and the Americas. He is currently a shareholder and VP International for Nielsen-backed video streaming ad solution, G-Mana, consulting on and implementing projects with sports streaming platforms, rights holders and broadcasters. He has worked with a range of sports media including beIN Sports, DAZN, Starzplay, Willow, Global Champions and more.
Previous roles include: Managing Director of a top 10 UK digital publisher, Lycos, where Jeffrey tripled website traffic and grew users to 12 million per month. He was also partner and Marketing Director of market-leading sports games business Cat Games, running joint ventures with the MLB, NHL and ESPN. He negotiated licensing and sponsorship relationships with Manchester United, Liverpool, Roma, EA, Coke and Sky, before securing an exit offer from ESPN. As CEO, Jeffrey also launched the leading web site for the Television industry in the UK (www.broadcastnow.com), and grew it swiftly to a profitable trade sale exit.
For more than a decade, Jeffrey has built on his extensive industry expertise to successfully consult for, and invest in, innovative media businesses such as Dstillery, Duration Media, Integral Ad Science and video streaming analytics platform Wicket Labs. He has run international market entry for a range of companies, repeatedly growing market share from zero to market leader in new territories. The international revenue pipelines and partnerships he has developed have been crucial to the enterprise value of businesses like Wicket Labs (eight-figure exit) and Integral Ad Science (exited for $850 million).
Jeffrey has also produced award-winning documentary films and has worked in production and editorial for Public Service Broadcasters, including the BBC and the UK’s leading TV News Show, Channel Four News, where he was Foreign Editor. He is a former Leadership Council member of the UK’s non-profit digital media trade body, the IAB.
David Guinan | Co-Founder & Partner, Product & Strategy
David Guinan | Co-Founder & Partner, Product & Strategy
David Guinan | Co-Founder & Partner, Product & Strategy
David Guinan is a seasoned digital executive with over 25 years of experience in media and sports entertainment, specializing in direct-to-consumer strategy, digital transformation, and streaming sports product development. He is currently consulting for LIV Golf and Major League Table Tennis and has previously advised the English Premi
David Guinan is a seasoned digital executive with over 25 years of experience in media and sports entertainment, specializing in direct-to-consumer strategy, digital transformation, and streaming sports product development. He is currently consulting for LIV Golf and Major League Table Tennis and has previously advised the English Premier League and Chelsea FC on their U.S. direct-to-consumer strategy.
David served as Chief Digital Officer for The Cowboy Channel, where he created and scaled Cowboy Channel+, an OTT platform that grew from zero to over 130,000 paying subscribers, culminating in a high eight-figure exit in 2024. His approach is best defined by viewing ascending and underserved sports through the lens of the spectator, prioritizing the fan experience and what makes a sport thrilling to watch, follow, and emotionally invest in.
He holds a master’s degree in AR/VR and data simulation and has deep experience in both broadcast and digital content creation—bringing a blended perspective that helps bridge legacy media workflows with immersive, future-facing formats.
Beyond sports, David has delivered complex technology and media solutions for government and public-sector clients. He led the development of high-impact digital health communication tools for the Centers for Disease Control and Prevention (CDC) and helped launch a national news and documentary channel for the government of Nigeria, managing cross-cultural teams, infrastructure deployment, and editorial operations.
Earlier in his career, David worked at MTV and held production and creative development roles across television and digital platforms. He has experience working with both for-profit and nonprofit organizations and excels at building modern media infrastructure that respects legacy while unlocking future growth.