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Strategy Analysis
Exploring the extent of your alignment with the most relevant context and evaluating the content of your plans
For organisations who are developing a new strategy or have a strategy in place
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Strategy Planning
Supporting the creation of your strategy, through a new approach or refining your existing plans
For organisations who require a new strategy or require further plans
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Strategy Implementation
Providing structure, expertise and training to help enhance your strategy delivery
For organisations who are about to start strategy delivery or have a strategy in place
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Strategy Review
Defining the progress you are making and creating the stories to share that evidence your impact
For organisations who have a strategy in place
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Strategy Analysis
For organisations who are developing a new strategy or have a strategy in place
Strategy Planning
For organisations who require a new strategy or require further plans
Strategy Implementation
For organisations who are about to start strategy delivery or have a strategy in place
For organisations who have a strategy in place
Strategy Review
We are committed to making strategy fun, interactive and rewarding. We replace complexity with simplicity, and blend ambition with realism, to deliver a range of services throughout your strategy management journey.
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A second-cycle statement from the lithuanian football federation
Project Mission:
Following the federation’s first strategic plan 2020-2024, the Lithuanian Football Federation were eager to take the learnings from this experience and adopt a strong strategy moving forward to build an inclusive environment for football.
Action Plan:
- Collaboration with the Lithuanian Sports University to get an academic insight into the current context of football across the country
- Full staff sessions to gain the collective perspectives and priorities from individuals at all levels of the organisation
- Specific focus groups with elite coaches and board members to connect their experience and insight
Impact:
- A new 2025-2030 strategic plan ‘Football For All’
- Strategy launch video content development support
- Ongoing strategy implementation support to shape the organisation’s approach to strategy progress and impact reporting
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Steps for success, from grassroots to championships
Project Mission:
Following the men’s national team success at Euro 2016, and witnessing a phenomenal rise in football participation since this point (ranking 2nd out of UEFA national associations with regards to the % of population as registered participants), the team at Football Association of Iceland were eager to build on this success in the form of a strategic plan to maximise the effectiveness of their efforts.
Action:
- Strategy workshops that gathered the thoughts and perspectives of the full team and football network in Iceland
- Board consultation and engagement to align experience and expertise to support strategy delivery
- Action planning and project prioritisation to structure team work programmes for the first year of strategy delivery
Impact:
- An organisation-wide plan ‘From Grassroots to Championships 2023-2026’ that structures the efforts of their staff through five focus areas
- A detailed operational plan connected with Microsoft Teams for team-wide engagement
- Development of the organisation’s staff structure to align with strategic operations and to maximise efficiencies in ways of working
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An extension of strategic insight and perspective for the future of fAI
Project Mission:
With stakeholder engagement playing such a crucial role in the development of FAI’s 2022-2025 strategy ‘#WeAreOne’ and its subsequent delivery over recent years, FAI set out to create their new strategy in the same collaborative manner. As part of this stakeholder engagement, in addition to their network of national and regional partners, FAI wanted to connect at an international level to utilise the latest insight and best practices –which it could access through UEFA Grow and the Blueprint Sport team.
Action:
- Conducting an alignment analysis of the strategic commitments currenty in place across the various FAI strategies, and also the existing objectives of key external stakeholders such as FIFA, UEFA and Sport Ireland to provide a strategic starting point for consideration and further consultation where necessary
- Delivering focused sessions with the board on the topics of objective prioritisation, change management and risk management to help shape the strategy content
- Developing resources to help the design of stakeholder consultations and providing an avenue of advice and guidance at key checkpoints throughout the planning process.
Impact:
“Adam, Phil and Marcus have been invaluable in supporting the development of the Strategy for the Football Association of Ireland. The team bring a wealth of experience and display clear expertise on the subject, plugging any gaps we have had by providing best-in-class and practical solutions that we have been able to apply to our work. They are adaptable to the needs of the FAI and accommodating to provide help when it is needed most. It has been a pleasure collaborating with the team and I would highly recommend any other National Association to avail of their services.”
Daniel Keegan, FAI Strategy Lead.
Daniel Keegan, FAI Strategy Lead.
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Developing a strategy for football in the conditions of war
Project Mission:
At the beginning of 2024, newly elected Ukrainian Association of Football (UAF) President, Andriy Shevchenko, presented a manifesto of a nine-step plan for the development of football in Ukraine. To provide an update on the delivery of this manifesto, UAF required an in-depth review of the activities delivered to date and wished to combine this with a new strategy to show the strong role football is still playing across the country. Alongside the public-facing plan, UAF also required a detailed implementation plan for the delivery of their work in the conditions of war.
Action:
- An adapted approach to strategy workshop delivery, with knowledge sharing visits to help enhance the strategy creation process and to adopt the best practice in place from across the UEFA network – in-person sessions were held with the Royal Dutch Football Association (KNVB), Royal Belgian Football Association (RBFA), and Portuguese Football Federation (FPF)
- Connecting strategy content with manifesto messaging to remain consistent with communications and to provide cases of this manifesto in action through the strategy
- Positioning the UAF Foundation as a key driver of the strategy given the prioritised activity in response to the devastating toll of war – providing extended support to connect research capacity to advance the growth of their national amputee football initiative ‘League of the Mighty’
Impact:
- UAF President Andriy Shevchenko presented the impact of his manifesto through a press conference with the media in February 2025.
- UAF’s new strategic plan – SUSTAINING TODAY, THERE FOR TOMORROW - outlines their aspirations for the development of football in the conditions of war despite their uncertain and challenging context
- UAF were awarded with the prestigious FootbALL Award at the 2025 UEFA Respect Forum for their ‘League of the Mighty’ national amputee football initiative.
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Making a statement: we can’t be benched
Project Mission:
Following the launch of their organisation-wide strategic plan, the Football Association of Serbia (FSS) required a new women’s football strategy to create a clear commitment to this area of the game. As part of this clear commitment, FSS were looking to detail and develop their aspirations in a way that firstly resonated with those involved in women’s football, but also in a way that captured the attention of broader society, all whilst remaining aligned to the strategic approach set in the organisation-wide plan.
Action:
- Undertaking a strategy review of the organisation-wide commitments in place and the scope for women’s football advancement as part of the next strategic cycle for football in Serbia
- Addressing the challenge of shifting cultural norms by discussing society’s negative stereotypes and perceptions about women’s football, and creating the theme ‘We Can’t Be Benched’ to be tackling this challenge as part of the strategy
- Hosting interactive strategy workshops to get the best out of the FSS team, including the creation of a communications campaign that sparked new ideas such as a ‘youth education resource’ that promoted and normalised women’s football for kindergarten children in the form of cartoon stories.
Impact:
- The new strategy builds on the five areas that formed the ‘plans and tactics’ of the 2020-2024 strategy for women’s football, in the set up of six new strategic commitments for 2025-2029, which will ensure that women and girls have accessible opportunities and committed support, no matter their role and level of the game.
Testimonial:
“I would like to express my satisfaction and gratitude to these great people who worked with us on the Strategy for Women's Football. Extremely productive and quality time, where we also learned a lot that will contribute to the development of women's football. Thank you for making great things happen in the future for women's football in Serbia.”
Bojana Velinovic, FSS Women’s National Team Manager
Bojana Velinovic, FSS Women’s National Team Manager
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Positioning the bulgarian hockey federation to take their place!
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Project Mission:
As a developing sport in Bulgaria, the national federation for hockey wanted a refresh of their strategic plan to provide a clearer and more consistent message to take their place as a known and respected sport across the country.
Action:
- Meetings with Government Ministers for Education, Youth and Sport, the National Olympic Committee and the National Sports Academy to align on aspirations
- Sessions with board members, staff, and stakeholders across the hockey network, including youth leaders, to discuss and detail the organisation’s purpose and objectives
- Attended existing events and programmes (such as the Youth Championships and HockeyID sessions) to build awareness of the strategy process and to connect this work to the federation’s future focus
Impact:
- A new 2024-2032 strategic plan ‘Taking Our Place!’
- Strategy implementation support discussions with Government Ministers and the National Sports Academy as part of the public launch of the strategy
- Strategy delivery system and processes set up to provide a platform for ongoing monitoring and evaluation of efforts
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Transforming football together with a new era
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Project Mission:
As the Football Federation of Armenia (FFA) were coming to the end of delivering of their 2018-2025 strategy, FFA wanted to continue their strategic momentum in the form of a new strategy for 2025 which acted as a roadmap to advance all areas of the game. Following the development of this newly established vision for the federation, FFA also wished to elaborate on the commitments made for women’s football in the form of a designated strategy for the women’s game. FFA had witnessed significant growth in women’s football as a result of their 2020-2025 strategy ‘#OurGame’, and wanted their new women’s football strategy to build on this success.
Action:
- Building on the collaboration developed as part of delivering the previous strategies, by engaging with a wide variety of internal and external stakeholders such as federation senior management, federation staff, clubs, and NGOs to co-create solutions to the challenges still being faced
- Attending a Women’s UEFA Nations League game to experience a women’s football matchday as the pinnacle of performance and to identify ways to drive further engagement
- Stress-testing strategy conclusions with discussions on a ‘life through football’ across Armenia to identify the needs of different stakeholders across both men’s and women’s football
Impact:
- With strong messaging focusing on teamwork, collaboration and alignment for 2025-2030, FFA’s new organisational strategy - TRANSFORMING FOOTBALL TOGETHER, 2025 - and women’s football strategy - A NEW ERA - will guide all involved in Armenian football towards a shared purpose.
- A detailed summary of objective leads, prioritised action points and budget commitments in the form of an operational plan has provided the first clear steps for strategy delivery.
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O hocquei esta nas minhas veias desde criança!
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Project Mission:
To build on its growing engagement in pockets of Portugal, the Portuguese Hockey Federation hoped for a strategic plan that could be used to promote the sport further and detail the role they play in developing and delivering the sport.
Action:
- Strategy content creation workshops with board members and staff members to help detail solutions to existing challenges
- A network-wide survey was created with follow-up consultations with key stakeholders such as municipality ministers, club coaches and the Jamor National Sports Centre
- A strategy launch event with national media, government and National Olympic Committee representatives in attendance
Impact:
- A bilingual presentation first! Sharing our favourite quote from the consultations as part of the public strategy launch – “O hocquei esta nas minhas veias desde criança”, “Hockey has been in my veins since I was a child”
- A new strategic plan to help coordinate the work of the federation for the next 10 years ‘Families, Friends & Festivals’
- A live strategy implementation resource to support progress reporting and budget allocation planning for each period of the strategic plan
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Amplifying achievements at the annual General assembly
A small snapshot of our work
Project Mission:
For their annual general assembly, the Malta Football Association (MFA) needed an engaging summary of their strategy progress to date to inform board members and key representatives from the football network all about their strategic developments and their plans for the near future.
Action:
- Developing a template for staff to provide reflections on strategy delivery which included the status of objectives along with key highlights, challenges, and opportunities moving forward
- Drafting a script for the video which outlined the supporting narrative and figures to be included to maximise engagement and impact
- Identifying the most suitable content with the MFA media team to align with the set storyboard before collaborating with video agency partners to finalise the progress summary
Impact:
- The progress report format enhanced the reputation of MFA amongst its national association peers
- The dynamic video summary helped position the strategy as a key feature of the general assembly, which enabled detailed discussions on the accomplishments achieved and the support required for future success
- Priorities for the remainder of the strategy period were made aware to all stakeholders which provided a clear focus for the next chapter of strategy delivery and a commitment with regards to what they can expect to see presented as part of the next strategy update
Some of our projects:
10
projects
10
countries
10
organisations
as of July 1, 2025
Our strategic support
TEAM
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Adam Walker
Number of sports worked in:
31
Number of Countries Worked In/With:
43
Favourite Project:
Team Origin – Working with Team Origin to try and be the first British team to win the Americas Cup since its inception was an exciting challenge. Along with the perk of turning up to work in flip flops and shorts, I got to experience a high performing team with a single focus.
How would a client describe them?
Charismatic, caring and a changemaker
Sue Storey, CEO, Badminton England
Favourite Sporting Moment:
Alex Honnold – Free solo of El Capitan
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Phil Taylor
Number of sports worked in:
8
Number of Countries Worked In/With:
23
Favourite Project:
Strategy Planning with Portuguese Hockey Federation – The consultations and conversations that helped shaped the ‘Families, Friends and Festivals 2024-2035’ strategy really hit home as to the massive role sport can play in people’s lives. Whether it was the father/son roles within the federation, or the mother/daughter roles recognised across various clubs, the family connections across the sport and the general ‘family feel’ the sport had within the country was rewarding to work with and promote. The high level of engagement from government officials and National Olympic committee representatives as part of the public strategy launch also made this project extra special.
How would a client describe them?
“Proactive, impactful, and thoughtful”
Tom Pedersen-Smith, National Association Strategy Lead, EuroHockey
Favourite Sporting Moment:
14 peaks, Nims Purja - putting my casual UK peak walks across 12 months to immediate shame!
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Debbie Walker
Number of sports worked in:
10
Number of Countries Worked In/With:
110
Favourite Project:
G4S 4teen – International sports development programme working with 14 athletes from 13 countries with the aim of helping them to qualify for Olympic Selection (London 2012)
How would a client describe them?
“Passionate, Results-Oriented, Ambitious”
Andy Westlake, European Sponsorship Association Fellow
Favourite Sporting Moment:
Mariana Pajon winning the gold medal in the Women's BMX at London 2012 Olympics (G4S 4teen member)
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Marcus MacDonald
Number of sports worked in:
5
Number of Countries Worked In/With:
13
Favourite Project:
Strategy Planning with Ukrainian Association of Football – It was inspiring to work with such dedicated people to develop football and use the power of sport to support communities despite the challenging circumstances of an ongoing war.
How would a client describe them?
“Marcus is fun to work with and a driver behind success with his passion for his work and refined sense of humour.”
Zoran Bahtijarević, Chief Medical Officer, UEFA
Favourite Sporting Moment:
Toronto Raptors winning the NBA championship in 2019
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