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Commercially focused
I believe marketing should solve commercial challenges, not just build awareness. My work is designed to grow audiences, increase revenue and deliver measurable business outcomes.
About
Nice to meet you, I'm Ben.
Marketing should do more than build awareness – it should deliver commercial results. That's the approach I've taken throughout my career.
Over the past 12 years I've worked for some of the UK's leading sports organisations, including the English Football league (EFL), Six Nations Rugby and Cage Warriors, helping them grow audiences, increase revenue and build stronger relationships with fans. From launching streaming platforms and developing CRM strategies to delivering record ticket sales and creating value for commercial partners, I've always focused on using marketing to solve business challenges.
Whether I'm developing a marketing strategy, leading a campaign or supporting a team on a freelance basis, my approach is always the same: understand the commercial objective, build a clear plan and deliver measurable results.
Why
Why Ben Rigby Marketing?
My goal is simple: to help sports organisations turn audiences into commercial success through commercially focused marketing.
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Specialist experience
I've been in your shoes, working across elite sport, helping organisations attract, engage and retain fans through commercially focused marketing strategies.
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Practical support
I combine strategic thinking with hands on delivery. Whether it's developing a long term marketing strategy or helping deliver a campaign, I provide flexible support that works around your business.
Services
How I can help.
Every project starts with a commercial objective. Whether that's growing your audience, increasing revenue, strengthening fan engagement or providing additional marketing expertise, I offer practical, flexible support built around your organisation's goals.
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Marketing Strategy
Develop clear, commercially focused marketing strategies that deliver measurable business results.
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Audience Growth
Build larger, more engaged audiences through CRM, fan engagement and lifecycle marketing.
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Revenue Growth
Increase ticket sales, streaming subscriptions, memberships and commercial performance through targeted campaigns.
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Marketing Support
Flexible hands on support across paid and owned channels - retainer or project based.
Case Studies
Work that moves the needle.
ENGLISH FOOTBALL LEAGUE
OTT launch that scaled to £42m+ in streaming revenue
Owned the marketing strategy for iFollow, the EFL's award-winning OTT streaming platform, leading its UK launch and ongoing year-on-year commercial growth. Oversaw a 650% increase in streaming revenue, generating £16m+ for clubs in 2022/23 as well as £42m during the 2020/21 behind-closed-doors season.
CAGE WARRIORS
Record ticket revenue across International events
Managed end-to-end marketing for Cage Warriors' international events, delivering record ticket revenue through an integrated marketing strategy across paid, owned and earned channels. Performance campaigns consistently achieved an average 8x return on advertising spend, driving both attendance and commercial performance.
ENGLISH FOOTBALL LEAGUE
Database growth from 300k to 1.6m whilst improving opt in rates
Developed and delivered a CRM growth strategy that increased the EFL's central database from 300,000 to more than 1.6 million users, while improving opt-in rates and fan engagement. By optimising registration journeys, launching iFollow and delivering acquisition campaigns, I helped create a valuable first party audience to support streaming, ticketing and commercial growth.
SIX NATIONS RUGBY
Fantasy Rugby year-on-year user growth of 15%
Developed and delivered the "Don't Just Watch the Rugby, Play It" campaign to grow the Six Nations Fantasy Rugby audience by 15% year on year. Using a coordinated strategy across owned and paid channels, the campaign increased awareness, drove registrations and strengthened fan engagement throughout the Championship.
CAGE WARRIORS
Driving sponsorship activation for Europe's leading MMA promotion
Led sponsorship activation and partner marketing for Cage Warriors, developing campaigns that helped secure a new six-figure sponsorship deal, while increasing the value delivered to existing partners. By aligning marketing activity with commercial objectives, I strengthened partner relationships and created greater return on investment for sponsors.
