The new expansion initiative launched officially at Leaders in Sport, Leaders Week London on 1 October 2025.

The practice will target clients across sports organisations, governing bodies and support services to the dynamic and growing sports sector.

“The sports market has amazing attributes in fan engagement and loyalty,” says Duncan. “As sports organisations search for new revenues and new products, the opportunities to grow recurring direct revenues from a committed audience are huge.

Kerin O’Connor, Founder of Atlas, comments: “Our first work with test clients has been extremely positive and I look forward to working with Atlas and with future-facing sports clients on delivering that growth. I’m delighted to launch this latest expansion for the Atlas family, and excited to work with Chris and our team in a new sector. We are confident that Atlas’s proprietary approach to strategy and recurring revenue model growth can be adapted to the sports sector where there is opportunity to turn fan passion into higher lifetime value. I’m also delighted to be working with Chris Duncan, who shares so many of our values and brings valuable expertise to this venture”.