Industry guide
Best branding agencies for sport
Sporting organisations need a brand that works in competition and in the everyday life of supporters. A club identity may appear on a shirt, ticket, stadium and broadcast; a national association must speak for teams, players and partners; a fan experience has to work in a place as well as across media. This shortlist includes agency work across those settings. A visual refresh does not guarantee sporting or commercial performance.
The order reflects our assessment of published work against this brief; it is not a measured performance ranking. See our methodology.
Ten sports branding agencies to consider
01 TeamUP
TeamUP’s Tottenham Hotspur Stadium work concerns the fan experience around a major sports venue. It is relevant to clubs and stadium operators planning how arrival, wayfinding, retail and hospitality work together. Ask whether the agency’s role covers service design, identity, environment or a defined activation, and evaluate the scope accordingly. Tottenham Hotspur Stadium
02 UnitedUs
UnitedUs’ work for London Irish is a direct club identity reference. It is useful for a sports organisation whose history and supporter culture need to be carried into a current visual system. Ask how fans and players were involved and how the identity was tested across kit, digital channels and match-day use. London Irish
03 LoveGunn
LoveGunn’s Oxford United project concerns the identity of a football club with a strong local relationship. It offers a useful point of comparison for a club seeking to express its place as well as its competitive ambition. Ask what the brief changed and how the work was adopted by the club and its supporters. Oxford United
04 Milk Agency
Milk Agency’s Salford City project includes a 2026-27 crest update shaped by fan voting, according to the agency’s case. It is relevant to clubs balancing supporter participation with clear design decisions. Ask how input was gathered, who held final approval and how the crest will work across kit, merchandise and digital use. Salford City
05 Baud
Baud’s work for Real Oviedo is a direct football identity reference outside the UK. It is useful for clubs whose brand carries a strong regional and supporter identity. Ask how the agency dealt with historical marks, fan expectations and the practical needs of a contemporary club system. Real Oviedo
06 Raw
Raw’s Wolves project addresses a refresh for an established football club. The case is relevant to organisations that need to update applications while preserving recognition around a well-known symbol. Ask which assets were retained, which changed and how the system is governed across club and commercial teams. Wolves
07 Baxter & Bailey
Baxter & Bailey’s work for Lewes FC is a useful example of a club identity connected to community and a distinct approach to the game. It is relevant to smaller clubs that need an identity with practical reach beyond the first team. Ask how supporters, women’s football and community activity are represented in the brief. Lewes FC
08 Brown & Co
Brown & Co’s Anadolu Efes work is recorded by the Design Business Association as a sports identity project. It gives buyers a basketball reference that is distinct from football club work. Ask how the identity operates across the team, arena, sponsors and international competition. Anadolu Efes
09 SDIsports
SDIsports’ work for the Qatar Football Association concerns a national governing body and football programme. It is relevant to organisations that need a system extending beyond one club or team. Ask how national identity, team communications, competitions and partner marks are organised. Qatar Football Association
10 Good Noise
Good Noise’s Team England Rugby work is a direct reference for a national rugby identity and its supporter-facing communications. It is useful to associations and event organisers whose audience spans teams, partners and spectators. Ask how the brand relates to the governing body and individual squads. Team England Rugby
What to test in a sports agency pitch
Ask the agency to show the work in the places supporters encounter it: kit, ticketing, signage, broadcast graphics, membership and merchandise. Explain which decisions are owned by the club or governing body and which involve leagues, sponsors or kit suppliers. If the identity is contentious, agree how supporter input will be gathered and how decisions will be communicated.
Standout project
Lewes FC’s identity work by Baxter & Bailey is a useful feature because the club’s community role and football programme are part of the brand context. Review how the project represents the club across its visual identity and public communications, then ask how the work accommodates the different teams and activities associated with the club.
The article should discuss the design problem and documented scope, not imply that the identity created sporting success or community impact. It should also ask how a club can involve supporters without turning every design decision into a referendum. Project and visual research
Questions readers ask
What does a sports branding agency do?
It may work on positioning, club or association identity, kit and merchandise systems, fan experience, venues and communications. Confirm which of these are included in the proposed scope.
Should supporters be involved in a club rebrand?
Supporters can provide valuable context and help the club understand what carries recognition. The organisation still needs a clear process for testing ideas and making decisions.
Can a new identity increase a club’s revenue?
A case study may report commercial outcomes, but identity alone does not prove causation. Ask for evidence and consider the effects of pricing, performance, operations and distribution too.
How this list was chosen
About That Brand compares agencies through documented work that is relevant to the specific industry and buying problem. Inclusion is editorial, not paid. A place on this list is not a guarantee of availability or fit: confirm the proposed team, scope, fees and evidence directly before appointing an agency.
