M² Advisory | Sports & Entertainment Advisory

Sports & Entertainment Advisory

Big 4 rigour. Boutique agility. Results, not reports.

M² Advisory works with investors, owners and leaders on defined mandates across sport and entertainment — bringing the right expertise directly to the work, without the overhead.

Founded on Big 4 partner experience and senior leadership within elite sport and entertainment

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Currently advising on

"Active across football club advisory and international sports commercial projects."

Big 4

Partner-level foundation

International

Experience spanning sport across multiple markets

Core service disciplines

Scoped
mandates

Clear outcomes. No open retainers.

Investment Advisory· Due Diligence· Strategy & Transformation· Commercial Growth· Governance· M&A Advisory· Football· Operational Turnaround· Sport & Entertainment· Investment Advisory· Due Diligence· Strategy & Transformation· Commercial Growth· Governance· M&A Advisory· Football· Operational Turnaround· Sport & Entertainment·

The experience
that matters
in this sector.

Professional Services

Big 4 Partner Experience

Built on partner-level advisory across complex, high-stakes engagements — bringing the analytical rigour, financial depth and governance standards of the world's leading professional services firms.

Sport & Entertainment

Elite Sport Leadership

Senior leadership experience within one of the world's foremost sports and entertainment organisations — operating across representation, commercial rights, brand strategy and the full spectrum of elite sport globally.

Our philosophy

Sport and entertainment deserve advisory that actually delivers.

The largest firms bring formidable brand recognition — and layers of process, junior delivery teams, and a consistent gap between the partner who wins the work and the team that executes it. M² Advisory was built to close that gap entirely.

We work on defined mandates with clear scope and complete accountability. The person you engage is the person doing the work — from day one through to delivery.

We are selective about the work we take on. That selectivity is what makes it possible to bring genuine focus and genuine expertise to every client.

What we believe

"Insight without implementation
is just expensive paper."

Why M² Advisory

Direct. Always.

The advisor you engage is the advisor who does the work — from scoping through to delivery. No hand-offs, no delegation. You always know who is accountable and who is in the room.

Defined mandates, not open retainers

Every brief has a defined scope, timeline and set of deliverables. Our incentive is always to solve the problem efficiently — not to extend the relationship beyond its usefulness.

Depth without the overhead

Big 4 rigour and elite sport experience — without the multi-team processes, the conflicts that come with size, or the overhead baked into every invoice.

What we advise on

Six disciplines applied across sport and entertainment's most consequential decisions — scoped precisely to your challenge.

Investment Advisory & Due Diligence

Rigorous commercial, financial and strategic assessment of sports and entertainment assets — helping investors understand what they're really buying before they commit.

Clubs & FranchisesPE-backed SportMedia & Rights

Strategy & Transformation

Defining strategic direction and driving organisational change for sports entities navigating growth, disruption or transition. Clear thinking, practical implementation.

Vision & StrategyOperating ModelChange Management

Commercial Growth & Revenue

Unlocking commercial potential across sponsorship, media rights, ticketing, hospitality and digital — grounded in market reality, focused on sustainable uplift.

SponsorshipMedia RightsFan Revenue

Governance & Leadership

Designing effective governance structures, supporting leadership transitions and building boards capable of meeting the demands of modern sport and entertainment.

Board DesignLeadershipRegulatory

Transaction & M&A Support

Advisory through acquisition, disposal and partnership processes — from deal structuring and negotiation through to post-transaction integration and first-100-days planning.

Buy-sideSell-sideIntegration

Operational Turnaround

Rapid, structured intervention for organisations under pressure — identifying root causes, stabilising performance and building a credible, deliverable path forward.

Performance RecoveryRestructuringCost & Efficiency

Advisory at the intersection of
two rare disciplines

Most advisors bring one or the other. M² Advisory was founded at the intersection of Big 4 professional services rigour and senior leadership across elite sport and entertainment — a combination that is genuinely uncommon in this market.

Who we work with

Our clients share a common characteristic: they are facing situations where the experience of the advisor materially affects the outcome.

Investors & Ownership Groups

Investment funds, private equity groups and ownership syndicates evaluating sports acquisitions or seeking strategic and financial support through a transaction or post-acquisition period.

Clubs, Leagues & Rights Holders

Football clubs, leagues, federations and governing bodies facing strategic, commercial or operational challenges — where board and executive-level depth is required.

Sports & Entertainment Leaders

Chief Executives, Chairpersons and senior leadership teams who need candid, experienced counsel at moments when the decisions are significant and internal perspective alone is not enough.

Where we operate

Sport, entertainment and beyond

Our primary focus is sport — particularly football and the broader sports investment landscape — with the same approach applied across the wider entertainment sector.

Football

Club acquisition, ownership transition, commercial strategy, operational performance and governance across all levels of the professional game globally.

Sports Investment

Advisory for PE funds, family offices and ownership groups evaluating or managing sports assets across club, league and rights holder level.

Multi-Sport

Advisory spanning multiple disciplines — from individual sport federations and governing bodies to multi-sport event organisations and broadcast rights holders.

Entertainment

Live events, music, media and talent — where the commercial dynamics and strategic challenges closely mirror those in professional sport.

How we work

Structured.
Focused.
Accountable.

Initial discussion

A frank conversation about your situation and what success looks like.

Scoping the brief

Defined scope, timeline and deliverables. No ambiguity on what you're getting.

Direct delivery

Senior attention throughout. Analysis and recommendations without layers.

Outcomes, not outputs

Analysis you trust and decisions you can act on — not reports that gather dust.

Typical engagements

The work we do best

Each brief is unique. The common thread is that the stakes are high and the quality of thinking matters.

Active across football club advisory and international sports commercial projects

—

Pre-acquisition due diligence on a football club

Commercial, financial and operational assessment for an ownership group or syndicate — including regulatory, governance and realistic valuation benchmarking.

—

Strategic advisory for an incoming ownership group

First-100-days planning through to long-term commercial roadmap, stakeholder engagement and leadership alignment for new owners.

—

Commercial restructuring of a rights portfolio

Restructuring media rights, sponsorship and commercial partnerships to maximise sustainable long-term value.

—

Strategic review for a governing body

End-to-end assessment — competitive landscape, revenue diversification, governance reform and a growth plan that is deliverable, not aspirational.

—

Turnaround mandate for a distressed sports business

Rapid diagnostic, stabilisation plan and recovery roadmap focused on near-term, actionable steps.

Get in touch

Let's have an initial discussion.

If you are navigating a significant decision — a potential acquisition, a strategic challenge, an operational issue — we would welcome a straightforward conversation. No pitch, no pressure.

Request an initial discussion

enquiries@msquaredadvisory.com

Privacy Policy & Terms

Last updated: February 2026

Privacy Policy

This Privacy Policy explains how M² Advisory (“we”, “us”, “our”) collects, uses and protects personal data in accordance with the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018.

Who we are

M² Advisory is a sports and entertainment advisory firm and the data controller for personal data collected through this website. You can contact us at enquiries@msquaredadvisory.com.

What data we collect

When you contact us we may collect your name, email address, organisation, and the content of your message. We do not collect special category data and we do not use tracking cookies on this website.

How we use your data

We use your personal data solely to respond to your enquiry and, where relevant, to discuss or fulfil an advisory engagement. We will never sell or share your data with third parties without your explicit consent, except where required by law. Our legal basis for processing is legitimate interests.

How long we keep your data

We retain contact data for no longer than three years from the date of last contact, unless a longer period is required by law or an ongoing engagement.

Your rights

Under UK GDPR you have the right to access, rectify, erase, restrict or port your personal data, and to object to our processing of it. To exercise any of these rights, contact us at enquiries@msquaredadvisory.com. We will respond within 30 days. You also have the right to lodge a complaint with the Information Commissioner’s Office (ICO).

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Terms of Engagement

Website use

The content of this website is provided for general information purposes only and does not constitute legal, financial or professional advice. M² Advisory makes no representations or warranties as to the accuracy or completeness of any information on this site.

Intellectual property

All content on this website — including text, graphics and the M² Advisory mark — is the intellectual property of M² Advisory. It may not be reproduced or used without prior written consent.

Advisory engagements

All advisory work is conducted under separate written engagement letters which set out the specific scope, fees, deliverables and terms applicable to each mandate. Nothing on this website constitutes an offer to provide services or creates a client relationship.

Governing law

These terms are governed by the laws of England and Wales. Any disputes arising in connection with this website shall be subject to the exclusive jurisdiction of the courts of England and Wales.

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