Giles Morgan

In my advisory role with Bain & Company, I provided counsel and expertise to case teams, specialising in the international sport, media and entertainment sectors. My focus includes commercial sponsorships, media channels, and D2C modelling, ensuring that partnership strategies are innovative and aligned with industry trends. I also emphasise the importance of tribal integration and fan databasing to enhance engagement and effectiveness in client projects.

I have spent 32 years working at the intersection of sport, brand, and commercial strategy. I am known in the industry as The Sponsorship Doctor — diagnostic, precise, and focused on outcomes. As Global Head of Sponsorship at HSBC for 13 years, I managed over 250 properties across 40 countries — one of the largest corporate sponsorship budgets in the world. As Group Head of Sponsorship at Howden, I delivered the British and Irish Lions shirt partnership, tripling brand awareness in a single tour cycle. I now advise C-suite leaders across sport, media, and entertainment through The Sponsorship Doctor — a white-label advisory practice working with rights holders, investors, sponsors, media businesses, and agencies. Specialist areas include: sponsorship strategy and commercial innovation · rights negotiation · fan and stakeholder activation · bespoke ROI measurement · portfolio diagnostics · pitch rehearsal and critique · agency identification · and navigation of sport, media, and entertainment landscapes. The central thesis is simple: the currency of sponsorship has changed. The old model — passive television exposure measured by AVE — no longer meets what modern sponsors demand. The new model is built on first-party fan data, tribal fan intelligence, and the ability to connect partners with known fan communities in measurable, commercially productive ways. I call this Tribe to Tribe marketing. It is the defining commercial opportunity in sport right now. If you work in sport — as a rights holder, an investor, or a brand — and want an honest conversation about how sponsorship is evolving, I would be glad to talk. The Sponsorship Surgery is open.

International business development and client relationship manager

Are You Not Entertained is the award winning sports business podcast that every week, delves into the world of sport, finance, marketing and technology - talking to the leading players around the world. We discuss the issues and challenges facing the world of sport - through the only eyes that matter - those of the fan. Shows include: - The Groundsmen Conversations - in association with Web3 Sorts Ventures - The Captain's Table - in association with Chair Mentors International - Generations - in association with Loch Lomond Whiskies Please join me at The Captain's Table - a light-hearted 25-30 minute weekly podcast where I invite guests from the world of sport, entertainment, media and business to share their own personal passions as fans of sport.

Giles was responsible for managing HSBC's global sponsorship and airbridge portfolio in over 30 markets around the world. HSBC invests in sponsorships in sports, culture and arts in the Bank's priority markets - delivering tangible business results for the Bank's 4 Global Businesses as well as, brand, employee and customer engagment. Giles is responsible both for the global strategy and objective setting and measurement across the portfolio. HSBC is currentl one of the world's major sponsors in Golf and Rugby as well as in the Arts. In addition, Giles was responsible for HSBC's 150th Anniversary celebrations in 2015 - which focused on community and CSR programs and supporting events in Hong Kong, London and Shanghai.

Degree in British & European History and International Politics