Who we are

We believe legendary sports figures deserve more than remembrance.
They deserve to evolve.
Legacy Icons was born out of a desire to protect and elevate the stories of the world’s greatest athletes - by transforming dormant or fragmented brands into globally relevant, professionally managed icons.

What We Do

  • We acquire and manage the IP of legacy athlete brands

  • We grow brand and asset value through curated content, licensing and fan engagement

  • We are stewards of legacy athlete brands, working closely with families, estates and rightsholders to preserve authenticity and honour each individual’s story

Our Team

Legacy Icons is powered by a senior team with deep expertise across global sports marketing, licensing, brand strategy, and investment. With experience leading major commercial partnerships for global sportswear giants, scaling international licensing operations at top-tier clubs, and driving brand growth across both traditional and digital platforms, our team brings the insight and executional firepower needed to steward iconic legacies on a global stage.

We are supported by a world-class Advisory Board which brings unparalleled access to the worlds of elite sport and entertainment - from Olympic-level expertise to deep relationships across broadcasting, streaming and media platforms.

Together, we combine commercial rigour with cultural credibility - all in service of protecting and elevating the world’s most iconic sports legacies.