About
Sports intelligence should explain more than performance. It should explain people.
The practice
Athagora is an independent sports intelligence and advisory practice based in London.
We study the people around sport, including supporters, athletes, clubs, communities and commercial audiences.
Our purpose is to turn behavioural, social and commercial evidence into practical decisions.
Method
Sociology is the lens. Data is the proof. A commercial decision is the output. We begin with a structural change, follow it into human behaviour, test it against evidence and finish with the commercial implication.
Where the evidence cannot support a claim, the claim is narrowed or dropped. We publish method alongside findings so that clients can judge the work rather than take it on trust.
Research and advisory functions are kept separate. Commissioned work never determines what published research concludes.
Who we work with
- Brands & Sponsors
- Governing Bodies
- Professional institutions
- Sports Federations
Where this is headed
A modest roadmap. Each stage has to be earned by the one before it.
Now
Building the research programme, starting with Study 001, and taking on a small number of bespoke intelligence projects for clubs, brands and sports organisations.
Next
Longer research cycles on supporter behaviour, commercial audiences and market growth, with published methodology so findings can be tested.
Later
If the work earns it: a standing research programme, wider advisory capacity and data products built on the evidence base. Stated as an ambition rather than a plan already funded.