From Frustration to Innovation: The Story Behind yakker.

Dear readers, family, friends, business connections, ex-colleagues and sports fans,

This is the first blog I've ever written, and there's no better place to start than to introduce my company and the reasons I took a leap of faith. I hope to shed light on why I created yakker., the thoughts and observations that led me there, and how I intend to revolutionise the sports partnership landscape.

Let's start with my frustrations. Having worked for some of the top agencies and rights holders worldwide, curating and ideating the most extensive partnerships in sports, I couldn't help but notice glaring issues that were affecting the landscape. It was a frustration born from witnessing high-value, low-output deals, the disappointing consequences fans were facing due to the industry's commercialisation, the sour taste left in the mouths of brands after partnering with sports entities, and, most concerning of all, the apparent lack of desire to change the system. These observations ignited a passion within me, driving me to embark on a new path of my own. We owe it to ourselves and to the world of sports to be better, do better, and think better.

After many years of observing, I can conclude that the current sports partnership landscape appears stagnant, marred by misguided intentions, misuse, and a conspicuous lack of returns. It's a landscape where some brands, driven by ill-conceived objectives, engage in practices that undermine the very essence of sports. The prevalence of slapstick logo placement, land-grabbing tactics, sports-washing, and misguided market entry strategies has become distressingly common, all without establishing a genuine connection to the sporting assets they seek to associate with.

A growing disconnect between brands, rights holders, and the fans themselves has emerged. Sports partnerships, as they currently stand, tend to prioritise quantity over quality when it comes to fan engagement. While rights holders may proudly tout their vast reach and the sheer number of "fans" associated with their assets (note that the term "fans" is often ambiguously defined in the sports world, with different interpretations by rights holders and agencies), it raises a crucial question: does it truly matter if these so-called "fans" are increasingly apathetic, distrustful, and disengaged?

The oversaturation of logos and brand messages within the fan experience has led to a phenomenon where fans, instead of being enthusiastic and emotionally invested, are becoming indifferent and even resentful. They're tuning out the very logos and brand messages that are meant to capture their attention. This not only diminishes the value of partnerships but also risks eroding the genuine passion and loyalty that underpin the world of sports. It's high time we refocused our efforts on creating partnerships that rekindle the excitement and trust of fans, ensuring that their authentic engagement takes centre stage.

Consequently, we are faced with numerous important questions. How did sports partnerships, once revered for their authenticity and passion, devolve into this state of commercialisation? Why are brands and rights holders content with partnerships that lack purpose and meaning? More importantly, why are some agencies perpetuating these practices instead of steering the industry towards a more meaningful and powerful direction?

But, rather than dwelling on these challenges, I choose to view them as opportunities for growth and transformation. My focus is not on why the industry faces these issues but on how we can collectively drive positive change and restore the true essence of partnerships in sports.

It's time for a paradigm shift. I envision a world where sports partnerships recapture the soul of what makes sports truly special: purpose, meaning, and authenticity. to achieve this, we need a fresh approach. It's time to elevate our standards and employ better strategies for brands entering partnerships. It's time to clear the path and usher in bold disruption that breathes new life into this industry.

So, let me introduce you to yakker.

yakker. is more than just a company; it's my vision. My aim is for yakker. To lead the way and serve as the catalyst for change that the sports partnership landscape needs. yakker.'s vision is rooted in transparency, integrity, and an unwavering commitment to fostering partnerships that hold true value. yakker.'s mission is to disrupt the status quo and reshape how partnerships are formed, managed, and valued. Here's how I plan to do it:

I. Honesty and Transparency: At yakker., honesty and transparency are non-negotiable. I refuse to engage in practices that mislead brands or rights holders. My commitment to presenting truthful and accurate data to our clients is unwavering. No hyper-inflated figures, no misleading insights - just straightforward, reliable information.

II. Purpose-Driven Partnerships: I firmly believe that sports partnerships should serve a purpose beyond mere logo placement. I work tirelessly to create partnerships that align with the core values and objectives of brands and rights holders alike. These partnerships are more than just transactions; they're meaningful connections that resonate with audiences.

III. True Industry Insights: yakker. is dedicated to providing industry insights that empower brands and rights holders to make informed decisions. I offer comprehensive analysis and evaluation of sports, ensuring that every collaboration is purposeful and well-informed.

IV: Bold Excellence: yakker. is committed to infusing creativity and innovation into sports partnerships. Campaigns should be bold, captivating, and memorable. My goal is to elevate the creative aspect of partnerships to new heights, creating experiences that leave a lasting impression.

So, my final thoughts: yakker. is here to lead the way. yakker. is here to make sports partnerships not just better but genuinely exceptional. yakker. is here to grow.

Watch this space. I hope we can all enjoy the ride.

Best,

yakker.'s founder