Estadio Deportes
Platform audit
Platform audit across 6 channels.
Solo strategist · sports and entertainment media
Built for how fans actually consume media
Platform-native strategy for publishers, broadcasters and sports media brands across the UK, EU and LATAM.
Recent advisory and strategy work with:
Gana Media Group PLCSports entertainment · LATAM
Estadio DeportesMexican sports media
Mobile Streams PLCDigital entertainment
Estadio Deportes
Strategic audit and platform restructuring across 6 channels.
Gana Media Group
Audience and platform growth recommendations.
Tommy & Lottie
Brand positioning and digital growth strategy.
Results
Evidence from live sports media work.
Outcomes from advisory and strategy engagements — not hypothetical frameworks.
Estadio Deportes
X strategy
0–5
400+
Engagement per post
Estadio Deportes
Audience framework
Built cross-platform growth model covering Facebook, X, YouTube, TikTok and Instagram.
People buy evidence.Not ideas.
Featured case study
Estadio Deportes: from news publisher to platform-native sports brand
Strategic audit and restructuring recommendations delivered for Estadio Deportes and Gana Media Group.
The challenge
Reach across six platforms — but no platform differentiation, loyalty or recurring content systems.
- Reposted content with minimal format adaptation
- Engagement was far below what the audience size implied
- No clear role for each platform in the ecosystem
- Distributing content without building loyalty or memorable formats
My approach
Platform audit
Facebook, X, Instagram, TikTok, YouTube and WhatsApp — reviewed end-to-end.
Audience behaviour
Mapped how sports audiences behaved on each platform versus what was being published.
Ecosystem mapping
Assigned a strategic role to every channel.
TikTok & Reels = Reach · X = Conversation · YouTube = Authority · Facebook & WhatsApp = Retention
Growth roadmap
Immediate fixes, quick wins and long-term structural changes.
Strategic findings
Visible, not memorable
Informational content without debate, sharing or return visits.
Engagement was the constraint
A structural gap in formats and interaction — not a volume problem.
Platform roles unclear
Same assets everywhere. No channel had a defined job.
Structure over volume
Realigning roles and formats could lift performance without major new spend.
Deliverables
Cross-platform audit
Platform recommendations
Ecosystem restructuring
Audience analysis
Growth roadmap
Platform role framework
Where is your media operation leaving growth on the table?
Not more content — a better ecosystem. Each platform contributing to reach, engagement, authority and retention.How I work
A four-step framework for every engagement.
This is how I work with sports and entertainment publishers — from first diagnosis through to platform-native systems. Direct with me, end-to-end, across the UK, EU and LATAM.
Audit audience behaviour
How fans discover, engage, share and return — mapped by platform and region. UK, EU and LATAM audiences do not behave the same online, and that is where every audit starts.
Map platform roles
Each channel gets a distinct job — reach on short-form, engagement on X and Instagram, authority on YouTube, retention on Facebook and WhatsApp. No more treating every platform as a posting slot.
Identify growth bottlenecks
Where performance leaks: cross-platform reposting, traffic-first publishing, weak hooks, missing native formats and content systems built for volume instead of structure.
Build platform-native systems
Immediate fixes, quick wins and long-term content architecture — aligning format, channel role and production to how each audience actually consumes media.
Services
Four core offers.
Structured support for sports media brands — from diagnosis through to ongoing advisory.
Platform audit
Cross-platform analysis and growth diagnosis.
Audience strategy
Audience behaviour and platform positioning.
Media restructuring
Transforming publishers from traffic-first to platform-native brands.
Advisory and consulting
Ongoing strategic support for leadership teams.
Testimonials
What Industry Leaders Say
Direct feedback from clients and senior leadership across sports media and brand strategy.
Tommy brings huge energy, smart thinking and a real understanding of sports marketing and strategy to the team. Sharp, highly talented and great to work with.
Group Chief Design & Product Officer, Gana Media Group PLC
Tommy is reliable, hardworking and has good attention to detail. Tommy would be an asset to any company.
Founder, Tommy & Lottie
About
Experience inside sports media — not theory from the outside.
I've worked with Gana Media Group and Estadio Deportes — platform audits, audience analysis and media restructuring inside live sports publishing ecosystems. That's operating experience, not slides about how platforms should work.
I've seen first-hand how UK and LATAM audiences behave differently online: what drives discovery on short-form, what builds conversation on X and Instagram, and where loyalty actually sits across Facebook, WhatsApp and long-form.
I work directly with brands end-to-end — from data to strategy to execution. No agency layers, no hand-offs and no gap between the person diagnosing the problem and the person shaping what happens next.
Clients hire me because they need someone who has already been inside sports media organisations — and knows how to restructure them around how fans actually consume content, not how publishers wish they did.