Boutique Sports Technology Consultancy

Where sports technology
meets commercial reality

in-SportsThink is a boutique consultancy built on two decades of operating inside the sports technology industry, not just advising on it. We help rights holders, sports tech companies, and investors make decisions that translate into genuine commercial value.

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Who We Serve

The right partner depends on
where you sit in the ecosystem

We work with a deliberately small number of clients at any one time. Our focus is depth over breadth, and every engagement is approached with the full weight of direct industry experience.

Sports Technology Companies

You have a product. You understand the technology. What you need is someone who understands how sports organisations actually make decisions, who the real stakeholders are, and how to build commercial relationships in a sector that runs on trust and timing. We have been on both sides of that table.

Rights Holders & Sports Organisations

Whether you are evaluating virtual advertising vendors, designing a sponsorship technology strategy, or navigating a procurement process, you need someone who has seen how these technologies work in practice, and not just on a pitch deck. We provide clear, impartial guidance grounded in direct operational experience.

Investors & Funds

Sports technology is a sector where surface-level knowledge can be expensive. We provide due diligence support, market intelligence, and strategic framing for investors looking to evaluate opportunities, understand competitive dynamics, expand their portfolio, or accelerate companies in the sports ecosystem.

Our Expertise

Insider knowledge.
Independent perspective.

in-SportsThink was created after more than twenty years working inside the sports technology industry in commercial, operational, and strategic roles at leading virtual advertising technology companies, and across projects with UEFA, LaLiga, Premier League, World Rugby, NHL, and major broadcasters across EMEA, LATAM and APAC.

The perspective that comes from having operated at this level, having built commercial relationships, managed deployments, run tenders, and negotiated contracts with rights holders and broadcasters, is categorically different from desk research. It means faster diagnosis, more credible positioning, and advice that holds up when it meets the real world.

Virtual Advertising Expertise

Direct commercial and operational experience across vendor selection, go-to-market strategy, rights holder deployment, and broadcast integration. One of a very small number of independent advisors with hands-on expertise in this field.

Global Sports Markets

Active experience across EMEA, APAC, and the Americas, with fluency in the commercial cultures and stakeholder structures of each region.

Academic Rigour

Executive Master in Global Sports Governance (MESGO) from UEFA, and Executive MBA from ESADE Business School, combining governance depth with strategic business thinking.

Ecosystem Connectivity

A trusted network of relationships across rights holders, broadcasters, sponsors, technology companies, investors, and independent specialists, built over two decades of working at the centre of the sports technology market.

Core Services

Practical support across the value chain

Our services are shaped around what clients actually need. Each engagement begins with a clear understanding of the challenge, the market context, and the commercial objective.

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Commercial Strategy

Design and execution of commercial strategies tailored to specific business objectives, covering market penetration and positioning, pricing strategy, revenue models, partnership structures, and technology commercialisation for rights holders and sports tech companies.

Technology Advisory & Vendor Assessment

Independent evaluation of sports technology vendors, platforms, and solutions. We support rights holders and sports organisations through RFP processes, proof-of-concept design, and procurement decisions, drawing on direct experience of how these technologies perform in live environments.

Virtual Advertising Strategy

Specialist advisory across the full virtual advertising ecosystem: from vendor selection and commercial model design to deployment support, stakeholder management, integration with broadcast workflows, and Broadcast Integrity Standard™. This is our most distinctive expertise.

Market Entry & Business Development

Supporting sports technology companies entering new markets or scaling their commercial operations, covering go-to-market strategy, value proposition refinement, stakeholder mapping, client introductions, and partnership development across the sports industry.

Investment Support

Strategic advisory for sports tech investors and portfolio companies, including market due diligence, sector mapping, commercial positioning, fundraising narrative, and investor relations support.

Strategic Partnerships & Ecosystem Integration

Connecting the right dots across the sports technology ecosystem. We facilitate introductions, structure partnerships, and help organisations understand where and how to collaborate with technology providers, rights holders, broadcasters, and commercial partners.

Our Approach

Focused. Direct. Hands-on.

We work selectively. That means every client gets sustained attention, honest thinking, and an advisor who is genuinely invested in the outcome. We are not a team of analysts producing reports that sit on a shelf.

01

Understand the Landscape

Before we advise on anything, we make sure we understand the full commercial and operational context. Each sports ecosystem has its own logic, its own stakeholder dynamics, and its own timing. We don't skip this step.

02

Define the Real Objective

Commercial strategy in sports starts with asking the right questions. We work with clients to understand what they are truly trying to achieve, beyond the initial brief, before designing the right approach.

03

Build the Right Solution

No templates. Every engagement is built around the specific situation. That means drawing on the relevant expertise, the right specialist network, and the most direct route to a useful outcome.

04

Stay Close Through Execution

Strategy only creates value when it connects to execution. We stay involved through the process, advising, adjusting, and connecting the right people, until the work is done.

Our Philosophy

Quality over quantity. Every time.

"The sports industry doesn't need more generalist advice. It needs people who have actually been in the room."

Good consultancy is personal. It's built on trust, on genuine sector knowledge, and on someone who is actually accountable for the outcome. That's the model we believe in, and it's the reason we stay selective about who we work with.

Every engagement at in-SportsThink is led directly by Isabel. No handoffs, no junior teams running the work behind the scenes. Just two decades of hands-on experience, a network built from years at the centre of the sports technology industry, and a genuine stake in getting it right.

We complement this with a trusted network of independent specialists, researchers, technologists, commercial advisors, and sector experts, who are brought in when a project requires it. The result is a lean, senior, and genuinely responsive model.

The Practice

Senior expertise. No unnecessary layers.

in-SportsThink operates on a boutique model. Isa leads every engagement directly, supported by a trusted network of independent specialists selected for each project.

Isabel Nájera

Isabel Nájera

Principal Consultant

Isa Nájera has spent twenty years working inside the sports and technology industries in commercial, operational, and strategic roles across virtual advertising, sports media, broadcast technology, and commercial innovation.

Before in-SportsThink, she held senior commercial roles at sports technology companies working with rights holders, broadcasters, media agencies, clubs, leagues, and federations, delivering projects across EMEA, the Americas, and APAC including UEFA, LaLiga, Premier League, NHL, and World Rugby amongst others. She has experience across the full commercial lifecycle: from tech vendor sales and go-to-market strategy to rights holder procurement and broadcast deployments.

She holds an Executive Master in Global Sports Governance (MESGO) from UEFA, and an Executive MBA from ESADE Business School.

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The Associate Network

Depending on the scope of each project, in-SportsThink works with a trusted group of independent specialists covering researchers, technologists, commercial advisors, broadcast specialists, and market experts. This model keeps the consultancy lean and senior while ensuring the right expertise is available when a project demands it.

Let's have a conversation

If you are working on something in the sports technology space, whether it's a commercial strategy question, a technology evaluation, a market entry challenge, or an investment thesis, we're happy to hear about it.

We are selective about the projects we take on, but we are always curious and interested in ambitious ideas, emerging technologies, and new ways to create value in sport. Every enquiry is reviewed carefully, and we will respond quickly with a view on whether we are the right fit.

Tell us what you are working on and what kind of support would be most useful. We will come back with a clear next step.

Direct Email

Prefer to write directly? We read everything and respond personally.

contact@in-sportsthink.com

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