A high-level advisory and storytelling firm shaping the future of sport, entertainment, and culture.
We design strategies and systems around the most valuable force in the world: the fan.
Because when you put the human at the center,
you don’t just build businesses. You build movements.
Senior counsel to governments, rights holders, teams, investors, and global brands—masterplanning the emotional and cultural decisions that shape the next decade of fandom.
The human experience through the prism of sports. From concept to global distribution—creating properties, films, series, and narratives that build lasting emotional equity across broadcast, streaming, and the creator economy.
We don’t only advise on the future. We build it—designing platforms, leagues, and cultural properties for the audience the industry hasn’t yet found the courage to serve.
Commercial Strategy & Media
Chelsea called at a critical moment of transition. EAE helped redefine the club’s commercial go-to-market strategy, develop a next-generation media roadmap, and lay the foundation to reposition the brand for a new generation of global fans.
Commercial Strategy & Innovation
A trusted advisor and strategic sounding board to the CCO and CRO through a period of transformation. Senior counsel on commercial strategy, premium storytelling, and fan engagement. EAE also served as an innovation hub—shaping new ventures and creative formats to deepen brand relevance and unlock long-term value.
Ministry of Sport · FIFA World Cup Bid
EAE was brought in as senior advisor during a defining moment for the Kingdom—its successful bid to host the 2034 FIFA World Cup. As part of the core expert panel, we evaluated and aligned the full creative and strategic output across five key constituencies: FIFA, institutional partners, global B2B audiences, domestic stakeholders, and fans.
Sports Strategy · Creative Direction · Workshops
EAE served as strategic advisor to OpenAI on the intersection of artificial intelligence and sport. We designed and led a series of executive workshops to embed that thinking at the organizational level. The work shaped their creative output and go-to-market strategy across LatAm, EMEA, and Asia.
Acquisition Strategy & Content
EAE counseled the European investment group behind the €275M acquisition of Hertha BSC—at the time, one of the largest investments ever made in a German football club. We worked alongside ownership and senior leadership to reposition the club as a cultural force in Berlin. To realise that vision, EAE assembled Academy Award–winning director James Marsh and Pulse Films to develop an epic character-driven documentary series.
Culture is commercial advantage. Belief is how you unlock it.
We see the organisation through a global cultural lens—its history, its assets, and the advantages it hasn’t yet realised.
We define the belief at its core: the idea that makes fans and partners care, and connects them to the organisation in a deeper way.
We align everything behind that belief—leadership, brand, culture, partnerships and commercial strategy all pulling in one direction.
We turn the belief into real things: platforms, partnerships, content, IP and experiences that create cultural and commercial value.
We leave the organisation able to carry the belief on its own—an idea it can use again and again to make decisions and grow.
We have developed studio formats, films, and series with the likes of ESPN, Eurosport, NFL Films, Skydance, Disney, Pulse Films, and BBC.
Production Partner
Duskwater Films
A global production partnership with Duskwater Films—Academy Award–nominated, 6× BAFTA, 4× Emmy, 2× Peabody director Marcel Mettelseifen’s company.
Distribution
Netflix · Amazon · Channel 4 · Canal+ · ITV · ZDF · ARD
The New League is a new global football platform built for the next two billion fans—reimagining women’s football through sport, culture, entertainment, and community. By 2035, an estimated 3 billion under-25s will live outside the US and Europe—fewer than 300 million within. Designed around emerging markets, elite female talent, and a faster 8v8 format, TNL is anchored by Football City: a place built for a generation to live, train, and play. A platform built to unlock players and fans underserved by the traditional game.
Building the cultural infrastructure of live sport—in partnership with one of London’s, and the world’s, most iconic cultural institutions. Reimagining stadiums, arenas, and districts as 365-day cultural engines for hospitality, content, and community at scale.
Senior Advisor to the UK’s largest grassroots football organisation, built on a simple but powerful idea: every child deserves a place to play, a team to belong to, and the tools to move forward in life. With over 7,500 children playing every week—2,500 of them girls—Bloomsbury has become one of the country’s most important engines for girls’ football, and is now expanding into new UK regions.
25 years building the cultural infrastructure of sport, music, and media.
Portals. Labels. Streamers. Networks. Studios. Clubs.
Launched and scaled the largest Spanish/Portuguese music portal (Digital distribution in LatAm — pre-Spotify)
Helped structure and manage a pioneering JV between BMG Latin & Arista Records (major cross-market Latin music venture)
Built 360° music label (Sony-distributed in U.S. & Canada)
Played a central role in ESPN’s U.S. Hispanic launch (Brand and commercial strategy across the full roll-out)
Helped expand ESPN internationally (Contributed to new divisions and networks across LATAM, EMEA & APAC. Founded and led ESPN Int’l Creative Solutions—teams across NY, São Paulo, London, Sydney, and Miami, generating $50M USD in new revenues)
Created, produced, and financed ESPN Int’l’s #1 original series (Highest-rated, most-watched in network history)
Founded a DTC OTT football platform—concept, capital, and launch (Football as entertainment — years ahead of the direct-to-fan revolution)
Helped drive Eurosport integration post-acquisition by Discovery (Advisor to the CEO of Eurosport and the President of Discovery & Eurosport Digital; helped shape the original content proposition across digital and streaming in 20+ markets, advised on the Bundesliga rights acquisition, and supported integration through a period of significant organisational change)
Advised on Bundesliga powerhouse Hertha Berlin acquisition (Led post-deal content & commercial strategy)
Founded studio for premium sport storytelling (Deals with AC Milan, NFL Films, Skydance, and Disney)
Strategic Advisor to OpenAI, Chelsea FC, AC Milan, Unilever, KOKO, and leading PE firms. Senior advisor to the Kingdom of Saudi Arabia on the successful 2034 FIFA World Cup Bid.
Company
Esteban Apraez Entertainment Limited
Based
London, United Kingdom
EAE is a boutique advisory. We work with a select number of organisations at any given time — by design. If you believe the future of sport, media, or entertainment is yours to shape, we’d like to hear from you.