My understanding of athlete partnerships began riding bikes with Danny MacAskill and evolved into a creative partnership spanning more than a decade.

From directing films including Industrial Revolutions, Red Bull Imaginate and The Ridge to leading wider campaigns as founder of Cut Media, I helped develop ideas, stories and partnerships that connected deeply with audiences and built long-term value for both athlete and brand.

The experience shaped my belief that the strongest athlete partnerships aren't built around sponsorship alone. They're built around understanding what makes an athlete unique, what audiences genuinely connect with and how brands can build value whilst also delivering and value entertainment for viewers.

Those lessons have since informed projects across the Cut Media portfolio featuring athletes including Max Verstappen, Leticia Bufoni, Nino Schurter and Wout van Aert, as well as teams and organisations including Scottish Rugby, Real Madrid and Red Bull Bora Hansgrohe.

Across different sports, audiences and platforms, the challenge remains remarkably consistent: finding authentic ways to connect athletes, teams, brands and audiences in a way that benefits all four.

Whether developing long-term content platforms, partnership activations or individual campaigns, my focus has always been on creating work that feels authentic to the people at its centre while delivering meaningful value for the organisations behind it.