Nicole Allison

Nicole Allison (head of strategy)

Having operating at the coalface of today’s business and organisational demands, managing and advising on marketing, sponsorship, research and insight within the sports industry, Nicole uses her extensive experience to deliver results, and best in class client servicing, to rights holders, sponsors and organisations to inform their sponsorship, data and research strategies.

Before joining the other half, Nicole spent seven years managing sponsorship and media research projects across a wide range of sporting properties and brands to calculate the impact and ROI of existing and potential sponsorships.

Whilst completing an MSc in Sport Management and Football Business, Nicole worked alongside clients such as Aviva, Lucozade Sport and the European Broadcasting Union in Account Management at Kantar Media Sport Intelligence before joining the English Football League as Marketing Research Manager.

At the EFL, she was responsible for the conception and implementation of the research and fan data strategy, which centralised the EFL’s data into a single customer view for the first time, enabling club access through a central platform and an enhanced research solution for all 72 clubs. With the use of data-driven insights, Nicole provided the business with key insights to maximise ROI for commercial partners and support the marketing and commercial strategy, including the 2016 rebrand project.