Independent sports intelligence and advisory
Sociology-led sports intelligence and advisory.
Independent research, intelligence and commercial advisory for brands, governing bodies and clubs. We investigate why things are shifting, what the evidence shows, and what organisations should do next.
- Fan, club, commercial and social intelligence
- /Research and reports
- /Commercial decisions and strategic advice
What we analyse
All servicesCommercial & Brand Intelligence
Help sports organisations and brands identify commercially valuable opportunities.
- Sponsorship fit
- Brand perception
- Audience opportunity
- Marketability
- Youth audience strategy
- Channel displacement analysis
Governing Body & Federation Intelligence
Bespoke intelligence projects for organisations needing deeper analysis.
- Participation intelligence
- Policy impact analysis
- Audience and demographic research
- Market studies
- Strategic recommendations
- Commissioned intelligence
Fan & Audience Intelligence
Study why supporters behave the way they do.
- Fan behaviour
- Demographics
- Spending
- Travel
- Loyalty
- Trust
Club & Team Intelligence
Help clubs and sports teams understand their position, opportunities and challenges.
- Club and team reviews
- Supporter sentiment
- Fan growth opportunities
- Club identity
- Market positioning
- Competitor analysis
How we work
Sociology is the lens. Data is the proof. A commercial decision is the output.
Athagora combines public datasets, original research, supporter insight, social analysis and commercial evidence.
We do not simply describe what is happening. We investigate why it is happening and what organisations should do about it.
01
Structural Change
02
Human Behaviour
03
Evidence
04
Commercial Implication
05
Recommended Action
Latest intelligence
All intelligenceAthagora Study 001
Publishing: September 2026.
The Under-16 Attention Shift
Where will brands reach young audiences after the social media ban?
The UK government has announced a ban on social media for under-16s, effective Spring 2027. For brands whose youth engagement strategy runs through Instagram, TikTok and YouTube, this is not a future problem. It is a current one.
Athagora's first published intelligence study examines where under-16 attention will move, which channels will capture it, and what that means commercially for brands, sports operators and governing bodies.
Notify me when Study 001 publishes
Areas examined
- Youth sport
- Gaming
- Television and streaming
- Live events
- Schools
- Community activity
- Retail
- Family influence
The questions we answer
Athagora produces bespoke reports designed around the questions clubs and sports organisations actually need answered.
- What do supporters currently think about our club?
- Which supporter groups are we failing to reach?
- What commercial opportunities exist within our audience?
- How does our identity compare with competing clubs?
- Which markets offer realistic international growth?
- What factors are affecting attendance or engagement?
- Which sponsorship categories best align with our supporters?
- How can our matchday experience improve?
Who we work with
- Brands & Sponsors
- Governing Bodies
- Professional institutions
- Sports Federations
About Athagora
Athagora is an independent sports intelligence and advisory practice founded in London. We combine sociological analysis, behavioural research and commercial evidence to produce practical decisions, not dashboards, not decks, not generic recommendations. Our purpose is to turn evidence about people into action for organisations.
More about the practiceWhat do you need to understand?
If your club, team, brand or organisation has a question about supporters, markets, behaviour or commercial opportunity, Athagora can investigate it.
Discuss a Project