Gregg Clifton, a veteran of Wasserman, Omaze and Fenway Sports Management, has launched an eponymous advisory firm, Clifton, whose core focus will be strategizing around partnership development, brand strategy and talent procurement, reports SBJ’s Austin Karp. The firm will also work on revenue strategies, content and marketing.
Clifton, who will be working solo to start, will focus on early-stage companies seeking to grow in sports and entertainment. “The core element is trying to help good people do good things,” he said. “We know how important some of those first partnerships are. I want to introduce some of these brands to sports and entertainment, so they stick around for the next 15, 20, 25 years.”
In addition, Clifton will work with some more established properties and brands. “They want me to come in and view it with fresh eyes,” he said. Clifton has seven clients to date, including the U.S. Bobsled & Skeleton Federation, Blue Wire Podcasts, Athletiverse and SwitchedOn. “The organization is going to be very complementary to a lot of the larger organizations, because I am hopefully going to working with people that will need services from larger organizations in the future, whether that be activation presences or things along those lines.”
Clifton sees work around Gen Z as a particular area of opportunity, as well as women’s sports and emerging sports like pickleball or leagues like the PLL or SlamBall.
Sports business is a family affair for Clifton, whose father (also Gregg) is a longtime sports attorney/agent who repped the likes of Tom Glavine, Luis Gonzalez, Jennie Finch and David Wells. Clifton’s wife, Maggie, also is SVP/business development at Blue Wire (the couple met while both worked at Wasserman).
