Jake Howells

I bring over 15 years of experience across professional sport, sports licensing, commercial strategy, consumer products and retail.

My career has combined first-hand experience as a professional footballer with senior commercial leadership across the global sports and licensing industry. I have worked with major sporting organisations, clubs, federations and brands across football, F1, NFL, NBA and other major sports properties.

As an advisor, I can help businesses identify and unlock commercial growth opportunities, particularly across:

• Commercial and growth strategy
• Sports and entertainment licensing
• Brand partnerships and IP commercialisation
• Retail and route-to-market strategy
• Product and category development
• International expansion
• Commercial negotiations and partnership structures
• Sports industry strategy and market entry

I have extensive experience taking opportunities from initial concept and negotiation through to product development, retail distribution and commercial execution.

My particular strength is connecting the different parts of the commercial ecosystem — IP owners, brands, manufacturers, retailers, distributors and consumers — and identifying where businesses can create additional value.

I am particularly interested in advising ambitious founder-led and growth-stage businesses operating in sports, consumer products, licensing, retail, leisure and related sectors.