Jamal Blades · Sports business, technology & commercial strategy
I work with rights holders, sports organisations and sports-tech companies to make smarter digital decisions, build stronger partnerships and create more value for fans and the business. I'm available for speaking, panels and selected advisory or consultation work.
Selected organisations I've worked with
Across rights holders, leagues, governing bodies and sports technology.
I've spent 10 years helping organisations get more from technology, partnerships and the relationships they build.
I'm most useful when the opportunity is commercially important, the options are complicated and the next step needs to be clear. I bring the commercial view, ask the right questions and help teams decide what to do next - and why.
The best technology strategy starts with the problem, not the platform. My work focuses on four connected areas.
Where can technology genuinely improve fan experience, content workflows, commercial delivery and growth - and where is it simply adding noise?
How can clubs, leagues, rights holders and brands build deeper relationships with fans, while staying focused on what fans actually value?
How do you sharpen the proposition, reach the right buyers and turn a first conversation into a long-term commercial relationship?
How do ownership, representation and technology shape who makes decisions, who benefits and what the future of sport looks like?
Whether I'm speaking, moderating or running a workshop, I bring experience from inside the industry, explain complex ideas in plain English and make the discussion useful for the people in the room.
Keynotes, panels, moderation, fireside chats, workshops and podcasts.
Fan attention is not the same as fan connection. This session looks at how sports organisations can build stronger relationships with audiences and connect them to sustainable commercial value.
Technology should solve a real problem. This session explores how rights holders, clubs and sports-tech teams can move beyond novelty and use technology to improve content, fan experience, operations and growth.
An honest conversation about power, ownership, race, representation and the role technology plays in shaping the industry.
I have spoken at industry events including Leaders in Sport and SportsPro.
Discuss your eventI take on focused advisory, consultation and freelance projects where sport, technology, partnerships and growth overlap. The aim is simple: understand the problem, align the right people and leave you with practical next steps.
For sports organisations reviewing how technology supports fan engagement, content, commercial delivery and partner activation. I can help clarify the problem, align stakeholders and turn the discussion into a practical plan.
For clubs, leagues, federations and brands that want to strengthen fan journeys and create more value from campaigns, sponsorship activation, content and measurement.
For SaaS and sports-tech companies selling into sport. Support can include positioning, go-to-market strategy, account growth, making the case for renewal and building stronger executive relationships.
Clients and partners value clear thinking, calm delivery and relationships built for the long term.
“Jamal has been a brilliant lead for us during the Lions and Greenfly collaboration. From strategic approach to onboarding and account management, he is one of the best i've ever worked with and has been a huge part of the success we had in facilitating player and stakeholder content during the 2025 Lions Tour.”
“Jamal is unflappably positive and solutions-led, and adept at making complicated tech integrations sound simple and achievable.”
My writing explores the stories and ideas at that intersection, and what they mean for fans, athletes and organisations.
I have an MSc in Sport Business and Innovation from Loughborough University. My dissertation research explored how NFTs and fan tokens could help North American sports organisations build stronger fan relationships and create new revenue, using psychological ownership to understand what makes fans want to participate.
For sports organisations considering a digital asset strategy, it separates genuine fan appetite from hype. Awareness alone does not drive adoption. Fans need to see a clear benefit to their experience or connection with the team.
The research gives sports organisations a clearer basis for deciding where digital assets can strengthen fan relationships, build trust and create credible revenue opportunities before committing time and investment.
Request a copyWhy decentralised ownership could give fans a more meaningful stake in professional sport, and what psychological ownership tells us about why that matters.
Read the article Essays on MediumRead my published writingThe Blades Report on SubstackFollow my latest commentary
Jamal Blades is a sports business and technology specialist with 10 years of experience across SaaS, strategic partnerships, customer success and commercial growth.
He currently leads partnerships and client success at Greenfly, helping leading organisations across global sport and media build stronger relationships, get more from technology and create long-term commercial value.
Jamal has worked with Six Nations Rugby, the Premier League, Saudi Pro League, DP World Tour, Premier Padel, EuroLeague, The R&A and Team GB.
He is a member of Leaders Club, a leadership programme and global community for ambitious sports industry professionals. It helps members build the relationships, industry knowledge and leadership skills needed to shape the future of sport. Jamal also contributes to industry conversations through speaking, panel moderation, writing and media commentary. Alongside his role at Greenfly, he is independently available for speaking, moderation and selected advisory or consultation work.
Jamal also writes about sport, business, race and technology, bringing a commercial perspective to the wider cultural questions shaping the industry.
Connect with Jamal on LinkedInUse the approved biographies, speaker profile and headshot below when booking or featuring Jamal.
Jamal Blades helps sports organisations use technology to engage fans and grow revenue. He brings 10 years of experience across SaaS, strategic partnerships, customer success and commercial growth. He currently leads partnerships and client success at Greenfly and has worked with Six Nations Rugby, the Premier League, Saudi Pro League, DP World Tour, Premier Padel, EuroLeague, The R&A and Team GB. Jamal speaks on fan engagement, sports technology, commercial partnerships, race, culture and the changing business of global sport. He is available for keynotes, panels, moderation, workshops, podcasts and selected advisory or consultation work.
Keynotes, panels, moderation, fireside chats, workshops and podcasts.
Tell me what you're working on, where you need a fresh perspective and when you need it. I'll come back to you directly.
