The Sports Consultancy partners with 4GLOBAL to strengthen data-led advisory in the Gulf
The Sports Consultancy, an international sports management consultancy, has announced a Gulf-focused partnership with 4GLOBAL, a data and technology provider for major sporting events.
The partnership was formalised at the Sports Investment Forum in Riyadh and reflects the growth agendas of both companies in the region, as well as their commitment to the Gulf market.
Headquartered in the UK, The Sports Consultancy operates from offices in Abu Dhabi and its regional headquarters in Riyadh. The firm advises governments, federations, development authorities, and major event organisers on areas including feasibility and commercial strategy, operator procurement, event impact measurement, and sports intelligence.
4GLOBAL, also UK-headquartered, serves clients worldwide with data, software, and analytics solutions focused on sports participation, facility planning, and event intelligence. Its work spans major global events such as the Olympic Games and the FIFA World Cup.
Through the partnership, The Sports Consultancy will leverage 4GLOBAL’s extensive data capabilities to deepen and enhance its advisory offering.
“Our commercial and strategic advisory services have always been grounded in rigorous analysis. This partnership takes that to the next level by embedding world-leading data intelligence into every stage of decision-making,” said Angus Buchanan, said CEO of The Sports Consultancy. “The combination of expertise and proprietary data will significantly strengthen our insights for clients.”
A key driver behind the collaboration is 4GLOBAL’s extensive dataset tailored to the region. “This gives us access to comprehensive sports participation and demand intelligence specifically built for the Gulf.”
Key offerings
The joint proposition will focus on three core areas.
First is infrastructure investment and demand planning. As giga-projects, development authorities, and investors build sports and mixed-use destinations, understanding demand, usage patterns, and viable commercial models is critical.
4GLOBAL’s demand modelling platform – with proven accuracy of up to 96% globally and powered by a database of more than 8 billion data points – enables more informed investment decisions. “We can now provide GCC clients with the same evidence base that has guided development in leading sports cities worldwide,” Buchanan noted.
Second is sports participation and federation strategy. While participation across the Gulf has grown significantly in recent years, it remains a central objective of national agendas. Achieving further progress requires a clear understanding of target audiences, participation barriers, and the most effective interventions.
“Increasing mass participation is not just a social goal – it is also a commercial and reputational priority,” said Buchanan. “By leveraging 4GLOBAL’s mapping and benchmarking capabilities, we can deliver actionable insights at city, national, and regional levels, tailored to the region.”
Third is major events. With a growing pipeline of global competitions coming to the region – including the FIFA World Cup 2034, Asian Games 2034, and AFC Asian Cup 2027 – the ability to demonstrate impact is becoming increasingly important.
“Every major event must clearly demonstrate its value – to leadership, sponsors, tourism authorities, and future bid committees,” Buchanan said. “Our Event Impact platform integrates economic, social, commercial, and reputational metrics into a single real-time intelligence tool, supporting better decisions before, during, and after delivery.”
By integrating 4GLOBAL’s granular data insights, The Sports Consultancy will further expand its capabilities to help asset owners ensure that investments in sports infrastructure deliver a lasting legacy beyond the event itself.
From decisions to impact
Commenting on the partnership, Jack Shakespeare, Managing Director at 4GLOBAL, said: “The GCC has become one of the most significant sports investment markets globally. Partnering with The Sports Consultancy adds the strategic and commercial layer needed to translate our data into real-world decisions and measurable impact on the ground.”
