Former Media Executives Launch Playbook Advice Consultancy

Two senior figures in Australian media and sport have launched Playbook Advice, a consultancy designed to help organisations navigate the increasingly complex media and sponsorship landscape.

Founded by former journalists turned executives, Matt White and Michael Wilkins, the firm aims to draw on decades of combined experience across journalism, broadcast, digital transformation and media management.

The focus will be on advising businesses, sporting bodies and brands on how best to position their message in both newsrooms and boardrooms, protect reputations during crises, and identify new revenue streams.

The consultancy is also targeting a growing demand among rights holders to better understand the commercial value of their intellectual property. This has become a critical issue as sporting organisations increasingly seek to diversify revenues beyond ticketing and broadcast rights, particularly in sponsorship and digital content.

White and his Wilkins believe their backgrounds offer clients practical insight into how media operates in Australia, and how sporting organisations and brands can translate that knowledge into commercial outcomes.

“From sports organisations wanting to understand what their IP really is and how to sell it, to brands looking for the right sponsorship fit, there is a gap for advice grounded in experience,” they noted in their launch statement.

The consultancy also plans to work with wagering and media companies, sectors where both founders have held senior leadership roles. This aligns with a wider trend of consultancies emerging around the convergence of sport, betting and media rights, where the lines between content creation, distribution and sponsorship continue to blur.

While the launch announcement was light on detail about specific clients or revenue models, Playbook Advice is positioning itself in a competitive advisory market. Its success will likely depend on converting executive experience into tangible commercial outcomes for sporting bodies and brands navigating shifting media economics.

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