Every side of the table

I have spent two decades in commercial partnerships, and I have sat on every side of the table. Selling rights. Buying them. Managing their delivery. Advising the people doing both.

That breadth is the whole point of Fly Half Works.

The background

I started in professional sport in Wales: commercial partnerships and match-day delivery at Glamorgan Cricket, then the Welsh Rugby Union, managing sponsor rights and activations at the Millennium Stadium.

Then I crossed the table. Six years in the sponsorship team at SSE, one of the UK's largest utilities, buying and managing rights across England and Wales, including a £4 million Millennium Stadium partnership. Buying sponsorship teaches you what selling it never can: what a deal has to prove to survive a corporate budget review.

In 2014 I moved to Perth and spent a decade as Commercial and Sponsorship Manager at the Western Force, leading the full sponsorship lifecycle: sales, negotiation, activation, hospitality and renewals. Commercial revenue grew to more than $4 million a year, with over 90 per cent partner retention, through long-term partnerships with brands including Fortescue, Santos, NRW Holdings, Goodyear and Altrad.

Most recently I sat on the brand side again, directing national sponsorship, CSR and community strategy at Altrad, and I currently run commercial delivery, sales and marketing for a $70 million-plus resort development in regional WA. Partnerships look different from inside property, energy and resources businesses. That perspective shapes every piece of advice I give.

The community end of the game I know firsthand: I coach junior rugby twice a week. At that level, partnership money is not a marketing line item. It is the difference between a programme existing or not.

Why "Fly Half Works"

The fly half is the player who connects the forwards to the backs: the decision-maker who turns possession into points. That is the job here. Connecting brands, rights holders and communities, and turning goodwill into outcomes.

How I work

Deliberately small. You get me on every engagement, not a junior account manager. Faster decisions, lower overhead, and advice that is independent because I am not chasing a media commission or an agency retainer.

Fly Half Works Pty Ltd · Perth, Western Australia · ABN 46 691 073 364