Commercial strategy · Australian sport & entertainment
CSA Advisory helps rights-holders and the brands that back them turn reach into relationships they own. We build on the broadcast and sponsorship revenue that funds the game, and add the audience, content and data that grow it.
What we solve
Boards, sponsors and broadcasters keep asking the same five things about digital. Most organisations answer them with platform numbers. We answer them with a commercial case, and the frameworks to keep answering them after we leave.
Answered byAn audit of every owned, rented and borrowed channel, scored on who controls distribution, who holds the fan's identity and who captures the economics.
Answered byA de-duplicated audience build across broadcast, digital, membership and ticketing, sorted into six fan segments from Rusted On to Next Gen.
Answered byThe Commercialisation Ladder: what you sell today as exposure, what you could sell as audience, and what you could prove as outcome.
Answered byPartner products, rate cards built on comparable deals from 50+ enterprise partnerships, and the integration points sponsors will pay for.
Answered byA content operating model that runs every big moment everywhere at once, and turns the audience it builds into known fans.
Where most clients start
A fixed-scope diagnostic of your audience, content and partner inventory. You get a sized audience, a ranked list of commercial opportunities, and a clear action list with owners and measures of done.
For brands
We work buyer-side with brands that sponsor sport, or want to. Our focus is the audience, content and IP inside a partnership, and making them hit your commercial goals rather than a logo count.
We audit what your current partnership actually delivers against what it could, and rebuild the activation around audience and content rather than signage.
For brands that sell through franchisees, branches or agents, national reach matters less than identified customers in a postcode. We design for the second.
Before you sign, we size each property's audience and its ability to deliver data, content rights and measurable outcomes, not just impressions.
Thinking
These are the tools we use with clients. Each is a short paper. Request one and it comes to your inbox from Charles directly.
Board paper · 6 pages
A map of every channel by who holds the relationship. Broadcast, search and social rent you reach. Players, creators and fan media lend you trust. Membership, ticketing, CRM and apps are where you own it. The measure moves from cost per impression to cost per known fan.
Request the paperOne-pager
Three levels of what a rights-holder sells: exposure priced on media cost, audience priced on reach, and outcome priced on proven connection. Each level builds on the one below, so the first is defended rather than replaced.
Request the paperSix-part series
How to run one moment everywhere: capture it, give it a home base, distribute and repurpose it, then amplify it. Includes where partners plug in and how reach becomes a known fan.
Request the seriesFramework
The biggest nights of the season draw audiences that disperse by Monday. This is the playbook for turning them into known fans before they go.
Request the paperOne-pager
What the 2026 gambling reforms close for the wagering category, and which kinds of sports IP gain value as a result.
Request the paperAbout
Founder and principal, Sydney
I've spent my career on the commercial side of Australian sport media, building audiences and selling them to brands.
Over twelve years at News Corp Australia I rose to General Manager of the sport network, responsible for a large P&L and an audience in the tens of millions each month. I then led Audience Growth at InForm, across Punters and Racenet, running a team of twenty across content, research, marketing, social, UX and production.
Along the way I've closed more than fifty enterprise partnerships, negotiated with most of Australia's major media agencies as Head of Commercial, and worked through years of wagering advertising regulation. I started CSA Advisory in 2026 to bring that experience to rights-holders and brands directly.
Career experience across AFL, NRL, Cricket Australia, the Olympics, Supercars, FIFA, Football Australia and Racing Victoria, and with brands including KFC, McDonald's, Optus, Westpac and Harvey Norman.
Contact
Tell me what your board or your sponsors are asking. I'll tell you honestly whether we can help, and where I'd start.
Based in Sydney. Working nationally.