LONDON — Public relations agencies are turning the lucrative data they sit on into business plans.
The London-based communications and marketing agency Good Culture is launching Good Sport, a new venture that will focus on women’s sports.
Cofounders Liz MacCuish and Jordan Mitchell have already signed on Formula One ambassador Naomi Schiff and the British tennis player Katie Boulter. More brands and athletes will be named in the coming weeks.
The venture has been two years in the making and is self funded by the cofounders.
“Women’s sport represents the largest untapped opportunity in today’s cultural and commercial landscape. The potential for storytelling, brand engagement, and community building is enormous. Women’s sport is no longer just part of the cultural conversation — it’s driving it,” said MacCuish.
Mitchell added that they want to “create high-impact partnerships, collaborations, and ventures that drive their trademark cultural impact for talent and brands.”
According to a report conducted by the Women’s Sport Trust and Futures Sport & Entertainment in 2024, the Women’s Super League saw a spike of 11 percent in viewership in the 2023-24 season.
British television networks Sky and BBC One also recorded a rise in numbers — the former had a 26 percent increase year-on-year and the latter had an 18 percent increase.
Good Sport wants to propel its brands and athletes into the wider popular culture across music, fashion, art and beauty. They will be providing services such as consulting, programming, collaborations, community initiatives, and brand advocacy.
Mitchell said that the venture is being led through a global lens with briefs and intentions to reach a wider audience rather than just a U.K.-focused one.
According to the 2025 Women’s Sports Media Benchmarking Survey from Sports Innovation Lab, 82 percent of brands are planning on raising their women’s sport budgets in 2025.
Women’s sport is a profitable business that Good Sport is getting ahead of.
“Women as a group have often been overlooked, but with the explosion of the WNBA, there is a real energy and opportunity for women in sport. The UEFA Women’s Euro, which is this year, is already building such momentum,” said Mitchell.
Good Culture was founded in 2021 by Mitchell and MacCuish, whose portfolio of brands include Alo, Speedo, and Barbour, while the talent arm of the business looks after British athlete Dina Asher-Smith, Rosie Huntington-Whiteley, Clara Amfo and Sabrina Elba.
