Versatility is not a weakness — it's a [requirement]
Innovation
Management
& Technologie
Versatility is not a weakness — it's a [requirement]
Versatility is not a weakness — it's a [requirement]
Versatility is not a weakness — it's a [requirement]
Versatility is not a weakness — it's a [requirement]
Innovation
Management
& Technologie
Versatility is not a weakness — it's a [requirement]
Innovation
Management
& Technologie
Innovation
Management
& Technologie
Versatility is not a weakness — it's a [requirement]
Versatility is not a weakness — it's a [requirement]
Versatility is not a weakness — it's a [requirement]
01 — Sports Consulting
For clubs, venues, rights holders and racing series
Fan and visitor experience, matchday and non-matchday formats, hospitality, venue programming and the fan data that ties it together. The core question is always the same: how do you turn attention you already have into revenue you don't yet have — without it feeling like a cash grab to the people who love the club.
Borussia Dortmund, TSG Hoffenheim, FC Augsburg, international motorsport.
02 — Brand Consulting
For brands showing up in sport, culture and live environments
Brand experiences, activation platforms, retail formats, driving and hospitality experiences, launch moments. Fifteen years of premium and luxury clients taught me the part most concepts miss: a brand experience is judged by whether the guest would tell someone about it, not by whether the brand got its logo placement.
Audi and Audi Sport, Rolex, Patek Philippe, IWC, Mercedes-Benz, PUMA.
03 — Sponsorship Consulting
For the commercial layer between the two
Inventory design, partner business cases, activation models, CRM and lead value logic, ROI measurement. This is where most partnerships quietly fail — not because the idea was bad, but because nobody built a model that survives a CFO's questions. I build the model first and design against it.
Partner business cases for Sky, 1&1, PUMA and Topps within a single fan experience platform.
And then I stay.
From business case to
build.
Delivery isn't a fourth service on this list. It runs through all three, and it's the reason people
call me instead of a consultancy.
I lead projects through implementation: interdisciplinary teams, external suppliers, parallel workstreams, executive reporting, and the fifty small decisions a day that never make it into a strategy deck. Concept, business case and build come from the same person — so nothing gets lost in the handover, because there isn't one.
Versatility is not a weakness — it's a [requirement]
Versatility is not a weakness — it's a [requirement]
Versatility is not a weakness — it's a [requirement]
Versatility is not a weakness — it's a [requirement]
Versatility is not a weakness — it's a [requirement]
Versatility is not a weakness — it's a [requirement]
The business case
The unglamorous part — and the part that decides whether the idea ever happens. Revenue models, refinancing logic, CRM and lead value, media value, KPIs, ROI. A personal rule over the years: if a concept can't survive fifteen minutes with a sceptical CFO/CMO, it isn't finished.
Project & programme lead
Running the thing. Interdisciplinary teams, external suppliers, parallel workstreams, executive reporting, and the fifty small decisions a day nobody puts in a deck. From motorsport hospitality to festival infrastructure to Expo pavilions.
Technology, translated
I came up through IT, media servers, real-time 3D and system integration, so I can tell what is needed, what don't, and what a supplier is overselling. CRM and ticketing, RFID guest journeys, digital retail, generative AI, show control. Vendor-neutral, and I'll lead the technical partners through implementation.
Versatility is not a weakness — it's a [requirement]
Versatility is not a weakness — it's a [requirement]
International Motorsport
Partner and hospitality experience design with international teams in Formula E & Formula 1. Eight seasons of partner activation in international motorsport for brands & partners.
Football
Matchday, hospitality, retail and fan engagement — and the particular challenge of designing for people who already love the club and will notice immediately if you get it wrong.
Festivals & live entertainment
Rock am Ring, lead consultant for nine years and counting. 120,000 people a year. Stages, media surfaces, partner activation, and interdisciplinary teams working to a deadline that genuinely cannot move.
Brands & large-scale projects
Four World Expos. Changi Airport Singapore. FIFA Museum. IOC host city presentations. Live events & exhibitions for Audi and Audi Sport, Rolex, Patek Philippe, IWC, Mercedes-Benz.
Kunden
Versatility is not a weakness — it's a [requirement]
