--- title: Sports date: 2026-07-08T15:37:00+01:00 author: Tom Pickering canonical_url: "https://hellomustard.com/industries/sports" section: Industry --- ![Who we are](https://mustard-media.transforms.svdcdn.com/production/images/who-we-are.png?w=1600&h=1200&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1784121613&s=de2ea18207e29dcb76f8918c584c0a36) ## Cut The Mustard Join our Cut The Mustard newsletter to reserve your space for our upcoming webinars, plus the latest news & insights across the experience economy. [Work ](https://hellomustard.com/case-studies) [Services ](https://hellomustard.com/services) [About ](https://hellomustard.com/about) [Press ](https://hellomustard.com/press) [Latest ](https://hellomustard.com/news) [Contact us](https://hellomustard.com/contact) # Sports Growing attendance across football, golf, cricket, combat sport and fan zones. We are experiential marketing specialists, bringing that expertise into sport to build new audiences around fixtures. ![Football flags](https://mustard-media.transforms.svdcdn.com/production/images/football-flags.png?w=1600&h=900&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1783503193&s=a30a1e0a920d00a3c72a40c96a2bbc7e) TRUSTED ACROSS THE SPORTS ECONOMY ![Inverted Image Edit 18](https://mustard-media.transforms.svdcdn.com/production/images/logos/Inverted-Image-Edit-18.png?w=1600&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1786112429&s=6b2a818bc9ff443912304c5917107779) ![Inverted Image Edit 20](https://mustard-media.transforms.svdcdn.com/production/images/logos/Inverted-Image-Edit-20.png?w=1600&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1786112647&s=83101d42bcf7c944a4f9464013e7cea9) ![Edgbaston Logo 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87](https://mustard-media.transforms.svdcdn.com/production/images/logos/Inverted-Image-Edit-87.png?w=1600&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1786552841&s=53413b02b6a22d83c6d8e1324efc8648) ![Inverted Image Edit 21](https://mustard-media.transforms.svdcdn.com/production/images/logos/Inverted-Image-Edit-21.png?w=1600&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1786112996&s=122b797b0b37f282e51f1817a9541db5) ![Inverted Image Edit 25](https://mustard-media.transforms.svdcdn.com/production/images/logos/Inverted-Image-Edit-25.png?w=1600&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1786113513&s=f5f9b4bfec95363f6056451be6c8ce08) ![Inverted Image Edit 23](https://mustard-media.transforms.svdcdn.com/production/images/logos/Inverted-Image-Edit-23.png?w=1600&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1786113130&s=3b1fdcab61a792c9b0c446641550c115) ![Inverted Image Edit 24](https://mustard-media.transforms.svdcdn.com/production/images/logos/Inverted-Image-Edit-24.png?w=1600&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1786113217&s=b1463cc014747d9cde3f968f42853013) ![Inverted Image Edit 87](https://mustard-media.transforms.svdcdn.com/production/images/logos/Inverted-Image-Edit-87.png?w=1600&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1786552841&s=53413b02b6a22d83c6d8e1324efc8648) ## Leaders in the festivalisation of sports Women's football Golf Boxing Cricket Sportainment leagues Fan zones Major tournaments Athletics mustard helps drive predictable growth in matchday tickets, season tickets, fan zones and sports viewing experiences. We bring an experience-first marketing approach into the sports economy across cricket, football, golf, boxing and more; both inside stadiums and in new spaces. We help grow attendances for legacy clubs, as well as bringing new disruptive formats into the market. [Find out more](https://hellomustard.com/about) TESTIMONIALS ![Inverted Image Edit 16](https://mustard-media.transforms.svdcdn.com/production/images/logos/Inverted-Image-Edit-16.png?w=1600&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1786112061&s=8c4e7dcbddb30127fac3c43b31e2af7a) Thanks to mustard’s strategic guidance and media plan support, we shifted our mindset to attract new audiences. We achieved record attendance at Villa Park and the lessons learned will have a lasting impact on future campaigns. ![1712690796341](https://mustard-media.transforms.svdcdn.com/production/images/1712690796341.jpeg?w=1600&h=1600&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1786028861&s=27f324c9026c14b4b85fc3de415b7f53) Gavin Forbes Head of Marketing, Aston Villa Women ![Inverted Image Edit 29](https://mustard-media.transforms.svdcdn.com/production/images/logos/Inverted-Image-Edit-29.png?w=1600&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1786115358&s=e0bf27d1e269d6f7dadbc6d30c1b0030) Their breadth of events knowledge translated perfectly to connect the city through sport. Their end-to-end strategy helped us reach a new and diverse audience and resulted in the highest increase in fan attendance across the competition. ![1774877339654](https://mustard-media.transforms.svdcdn.com/production/images/1774877339654.png?w=1600&h=1600&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1786031951&s=be5cf98b7c470851f6446c8f43cd0769) Chris Airey Head of Marketing, Birmingham Phoenix ![Inverted Image Edit 28](https://mustard-media.transforms.svdcdn.com/production/images/logos/Inverted-Image-Edit-28.png?w=1600&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1786115195&s=d0dadb724b10efbfb36162c3a47ea4ec) mustard provided an expert strategy for our large scale sport events with a high-profile Premier League client. Their insight, bringing new ideas and gaining an impressive ROI, made them an invaluable cornerstone of our marketing. ![David Norris web](https://mustard-media.transforms.svdcdn.com/production/images/David-Norris_web.jpg?w=1600&h=1600&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1786114475&s=f865bd82c4e587520009504a6e0203ea) David Norris Founder, beyond 90 ![Inverted Image Edit 17](https://mustard-media.transforms.svdcdn.com/production/images/logos/Inverted-Image-Edit-17.png?w=1600&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1786112188&s=a1f7ae7b4f9d2dece8f27ffa8239c9cc) It was great to work with the team on the launch of a new concept. Delighted with over 20,000 tickets for a brand new fan zone! ![1775044147356](https://mustard-media.transforms.svdcdn.com/production/images/1775044147356.png?w=1600&h=1600&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1786555570&s=615f4217743048e32665aa4716cd1248) Mark Abbott Promoter, Road To Victory ![0 England fans watch England v Switzerland](https://mustard-media.transforms.svdcdn.com/production/images/0_England-fans-watch-England-v-Switzerland.avif?w=1600&h=2844&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1786115530&s=4c1e3df85a907294479ef5bba12b2952) ![1727081350153](https://mustard-media.transforms.svdcdn.com/production/images/1727081350153.jpeg?w=1600&h=2844&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1785763503&s=c97433875d08ddfff0071295045aa275) ![Womens football](https://mustard-media.transforms.svdcdn.com/production/images/womens-football.jpg?w=1600&h=2844&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1783503195&s=c891a08abad4b971466613106a211d9c) ![Maxresdefault](https://mustard-media.transforms.svdcdn.com/production/images/maxresdefault.jpg?w=1600&h=2844&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1785753754&s=a59f8d0a792f01d4a495073d9835b8b5) ![RAHFIGHT JONA Sv PRICE 02 1920x1184](https://mustard-media.transforms.svdcdn.com/production/images/RAHFIGHT-JONASvPRICE-02-1920x1184.jpg?w=1600&h=2844&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1786116084&s=20a365aa3bd33dfa4e5f99f3025e0197) ![670566784 17889145239467076 8444971884553008189 n](https://mustard-media.transforms.svdcdn.com/production/images/670566784_17889145239467076_8444971884553008189_n.jpg?w=1600&h=2844&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1786115688&s=46a921aed0ef7631c2d67c8dac0f2334) ![756342234 1330582259161461 8475464089165474786 n](https://mustard-media.transforms.svdcdn.com/production/images/756342234_1330582259161461_8475464089165474786_n.jpg?w=1600&h=2844&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1785442803&s=97c4d4c70533c591942a656e671f42df) FAQS ## Got questions? We'd love to chat. [Get In Touch](https://hellomustard.com/contact) We're a large club with commercial, ticketing and marketing teams. Where do you fit? Between them, usually. Attendance growth from new audiences tends to fall in the gap between ticketing (who own the transaction) and marketing (who owns the brand). We own your ticket sales growth by focusing on marketing the experience, finding new audiences and ticket buyers and hitting your commercial targets. We plug into whichever team owns each part. We are well versed in procurement, board reporting and multi-stakeholder sign-off. Do you replace our team or work alongside it? Alongside. Clubs always have sporting content and ongoing fan relationship covered better than any agency could. We own your growth stratey and performance execution as a layer on top of your business-as-usual marketing. What is usually missing is the discipline of growing attendees by continually targeting new fans and retaining them, which is a different job to communicating with supporters or casual online fans. Do you only focus on matchday ticket sales? We help drive both matchday attendance as well as sports viewing or experiential formats around major tournaments. Can you help us reach families and younger fans? Yes, we are uniquely well placed to bring this experience into sports and sporttainment marketing. We have extensive experience in growing attendances for the biggest family festivals and experiences in Europe, as well as extensive market knowledge and case studies in promoting experiences to Gen Z, students, and young professionals. What does success look like, and how do you measure it? Uplifts in attendance, and where it came from. Tickets sold tells you less than the split between people who already buy from you and people who never had. New audience share is what shows whether a crowd is growing or just rotating. Alongside that we track repeat rate across a season, because the value of a first visit sits entirely in whether it produces a second. [Get In Touch](https://hellomustard.com/contact) OUR WORK ## We understand what makes people move. [![Aston Villa players 2](https://mustard-media.transforms.svdcdn.com/production/images/Aston-Villa-players-2.webp?w=1600&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1785941469&s=702c3238bf178f84f80109cc7269392d) Paid Media Campaign How Aston Villa Women Grew Season Ticket Sales by 245% Year on Year.](https://hellomustard.com/case-studies/aston-villa-season-ticket) [![Birmingham phoenix 2](https://mustard-media.transforms.svdcdn.com/production/images/Birmingham-phoenix-2.jpg?w=1600&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1786022639&s=ccbe2006b08dc774c3a1b0d738dd71d0) Paid Media Campaign Creator How Birmingham Phoenix Grew Ticket Sales 47% and Reached 7 Million People on TikTok.](https://hellomustard.com/case-studies/birmingham-phoenix) [![Case studies 34](https://mustard-media.transforms.svdcdn.com/production/images/case_studies_34.jpg?w=1600&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1785941069&s=2bdd2203597781e7dc074ea59b58fbdc) Stategy Paid Media Campaigns How Aston Villa Women Grew Match-Day Sales by 23% Across a Full Season.](https://hellomustard.com/case-studies/aston-villa) [Explore Our Work](https://hellomustard.com/case-studies) Our core services Growth Partnerships [Explore Growth Partnerships](https://hellomustard.com/services/growth-partnerships) We build structured, year-round growth strategies for experience brands. Our Growth Partnerships operate at the intersection of brand, audience and commercial discipline. We strategise milestone campaigns whilst also building the systems and infrastructure you need to drive predictable booking revenue. Work with a specialist senior strategy team to hold your brand goals, ticket sales and bookings targets accountable. ![Reading Leeds 1](https://mustard-media.transforms.svdcdn.com/production/images/Reading-Leeds-1.jpg?w=1600&h=1200&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1785942478&s=18f1cb72032ecfacf208e377bd6d1a52) [Explore Growth Partnerships](https://hellomustard.com/services/growth-partnerships) Performance & Intelligence [Explore Performance & Intelligence](https://hellomustard.com/services/performance-intelligence) Our Performance Suite combines hands on paid media execution with peformance creative & intelligence across paid channels and email as one connected system for experience brands. Our performance is built on our Experience Economics approach, born from our own operator-led experience and commercial discipline. Every channel is briefed from the same booker intelligence and booker journey mapping. ![1440x600 T20 Pinncale Of Cricket](https://mustard-media.transforms.svdcdn.com/production/images/1440x600-T20-Pinncale-Of-Cricket.png?w=1600&h=1200&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1785439591&s=2089ec8a035249a661e6767a34e35140) [Explore Performance & Intelligence](https://hellomustard.com/services/performance-intelligence) ## Built to Fill ## The forefront of experience growth ## Built to Fill ## The forefront of experience growth ## Built to Fill ## The forefront of experience growth ## Built to Fill ## The forefront of experience growth ## Built to Fill ## The forefront of experience growth ## Built to Fill ## The forefront of experience growth ## Built to Fill ## The forefront of experience growth ## Built to Fill ## The forefront of experience growth ## Built to Fill ## The forefront of experience growth ## Built to Fill ## The forefront of experience growth ## Built to Fill ## The forefront of experience growth ## Built to Fill ## The forefront of experience growth news & press ## The news and views that cut the mustard [View all](https://hellomustard.com/news) Sign-up to reserve your space for our upcoming webinars and read the latest news & insights across the experience economy. [![Tik Tok UKIRL Awards25 JR 0507](https://mustard-media.transforms.svdcdn.com/production/images/TikTok-UKIRL-Awards25-JR-0507.jpg?w=1600&h=900&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1785772198&s=0e3b60f452fa1abdaccd2cec83a9b64c) Festivals Social Media Awards Mustard Media Wins Greatest Performance at the UK Tiktok Ad Awards 2025](https://hellomustard.com/news/mustard-media-wins-greatest-performance-at-the-uk-tiktok-awards)[![DSCF6544](https://mustard-media.transforms.svdcdn.com/production/images/DSCF6544.jpg?w=1600&h=900&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.4938&fp-y=0.5478&dm=1785930715&s=82192c27f5a21d60970211a2698f3bbd) Leisure & Tourism Festivals Mustard Media Wins Liverpool’s Music Destination Campaign](https://hellomustard.com/news/mustard-media-wins-liverpools-music-destination-campaign)[![TRIIP Festival 117](https://mustard-media.transforms.svdcdn.com/production/images/TRIIP-Festival_117.jpg?w=1600&h=900&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1785768181&s=e3abc7498342e272f5f79e0acc9d43f2) Festivals Thoughts 'Think Like A Promoter, But Execute Like An Agency’: Festival Marketing Deep Dive With Mustard's Rob Masterson](https://hellomustard.com/news/cum-sociis-natoque-penatibus-et-magnis-dis-parturient-montes-2) [View all](https://hellomustard.com/news) Sign-up to reserve your space for our upcoming webinars and read the latest news & insights across the experience economy.