Tier One – Integrity, Simplicity, Transparency

Integrity, Simplicity, Transparency

Tier One was formed from a desire to do things differently.

Our company is built on foundations of fairness, with the ethos of integrity, simplicity and transparency front and centre of the organisational vision.

We are proud to offer extensive expertise built over nearly fifty years of combined experience across many commercial disciplines within the sports and entertainment sectors. These include naming rights, commercial sponsorship, licensing, merchandising and image rights to name but just a few.

Our global network is second to none and is built on reputation, qualified success and sustainable long term relationships.

Meet The Team

Bruce Hayward

Bruce is a Co-Founder of Tier One leading on partnership strategy, based in London. He has over fifteen years’ experience in world-leading sport and entertainment brands including AEG, IMG and Wasserman before setting up his first company 360 Partnerships.

Bruce specialises in providing services in sponsorship evaluation, strategy and sales for rights holders and has represented blue-chip brands in international sponsorship deals.

A curiosity for new ideas, combined with creativity and commercial acumen, has served Bruce as the foundation for securing multi-million-pound partnerships and directing sponsorships worth over $2Bn for global sports and entertainment franchises and properties.

Email Bruce.

What We Do

Tier One offers clients the opportunity to engage with customers and brands alike within all commercial areas of the sport and entertainment industry. Our expertise includes the following;

Evaluation
We provide evaluations on all potential partnerships we work with, so that rights holders optimise the value of their rights and brands can ensure the partnership delivers on their objectives.

Strategy
We will provide rights holders with the best strategy to go to market with, based on the anticipated impact of key assets and metrics.

Commercial
We introduce clients to key stakeholders within brands as well as commercial rights holders that generate multiple revenue streams around everything from naming rights, traditional sponsorship and pouring rights through to global image licensing and merchandising.

Activation
We oversee the activation in partnership with key rights holders to deliver upon all given assets that have been invested in.

Live Event Management
Working in strategic partnership with some of the most recognised names within the live event industry, we are able to create from idea to fruition stunning live event participation, incorporating music, awards and conference led assets.

Operational Management
Our team is able to work alongside any operational division to assist in delivering their “last mile” planned journey of the safe transition of fans into as well as exiting any venue. We are able to utilise the latest software (currently used by the likes of the Miami Dolphins in the USA) enabling venues to plan their optimal crowd distribution, and maximise profits based on hospitality and concessions during the current COVID19 restrictions.