London, Wednesday 27th – TTB Sport and GIST Impact have announced a landmark partnership aimed at accelerating the sports industry’s adoption of social value as a key decision making tool. Central to this collaboration is the development of a Social Value Calculator, ‘XI’ (eXpected Impact), a tool designed to quantify the financial and non-financial contributions of sports to society.

A Shared Vision for Social Impact

TTB Sport and GIST Impact share an ambitious goal to rewire the sports industry to think social impact first, and ultimately to embed this into the cultural DNA of its daily operations. This partnership marks a significant step toward helping rights holders, brands, investors, and media integrate the true societal value of sport into strategic decision making.

XI (eXpected Impact): A Game-Changer for the Industry 

TTB Sport and GIST Impact have collaboratively developed a social value calculator, XI (eXpected Impact) to quantify the value of sport to society. XI is powered by tech partner Partnerbrite and provides comprehensive insights into how sport contributes to health, wellbeing, and GDP growth. As well as leveraging government frameworks such as HM Treasury Green Book and the Wellbeing Index, XI also aligns its findings with the United Nations Sustainable Development Goals (SDGs).

XI serves three main objectives:

1. XI quantifies the social value of a given sport in monetary terms, detailing its overall contribution to society.
2. XI helps to identify revenue generating opportunities for a given sport, across the public, private and third sectors.
3. XI provides an innovative way to assist decision making for investment in sport, as well as enhances credible storytelling through quantifiable metrics. 

How is XI different to other offerings?

1. XI tracks social value in real-time due to its digital integration capability.
2. XI covers health, wellbeing, and GDP contribution. Additionally, it has capability to go beyond this and quantify impact on human and natural capital.
3. XI has cascading mapping capability to enable assessment of how social value differs from region to region, and national to local scale.
4. XI can integrate into existing digital systems, capturing data ‘Play’, ‘Attend’ and ‘Follow’ initiatives.

Accelerating positive change in the Sports Industry

Speaking on this partnership, TTB Sport Chair Sir Andrew Strauss stated: 

“We believe sports rights holders, brands and funding organisations are under increasing pressure to demonstrate their impact beyond profit and the number of fans and participants they engage. 

Today’s younger, more purpose-driven generation are holding such organisations to a higher-standards and expect social impact to be at the core of their offering. Our social value calculator XI, is designed to help sports organisations and its investors, address these challenges.”

Mahima Sukhdev, GIST Impact’s SVP of Commercial Development, stated “sports is a game of numbers—goals scored, seconds shaved, and milestones achieved. With XI, our social impact calculator developed in collaboration with TBB Sport, we’re bringing the same precision to measuring social impact. By quantifying what matters, XI empowers decision-makers to turn insights into action, driving meaningful change on and off the field.”

“Together with GIST Impact, we aim to redefine how the sports industry perceives and harnesses its societal impact,” said Nick Pryde, Global Lead – Community & Social Impact at TTB Sport. “XI – powered by Partnerbrite, enables stakeholders to see the bigger picture—quantifying the real-world contributions of sport while creating actionable strategies for growth and sustainability.”

Call to Action
TTB Sport and GIST Impact invite sports rights holders, brands, investors, and media partners to join them in
embracing a new era of social value-driven sports management.
For more information on the Social Value Calculator XI or to explore partnership opportunities, please contact:

Nick Pryde: Global Lead – Community & Social Impact
nick.pryde@ttb-sport.com
+447826858765

Mahima Sukhdev – SVP Commercial Development
info@gistimpact.com

About TTB Sport
Investment and marketing partners for sport, with a mission to realise the power of sport
to create impact for business and society.

Summary
• Founded in 2023 by TTB Partners, Nick Hoyle and Holly Millward and Chaired by Sir Andrew Strauss
• TTB Sport has unrivalled sports marketing and investment experience.
• TTB Sport harnesses the power of sport to create impact for those brands, rights holders, founders
and investors that we partner with.
• TTB Sport part of TTB Partners, a financial services platform focused on principal investments,
advisory and wealth solutions.
• TTB Sport has offices in London, Hong Kong, Singapore and Sydney.

About GIST Impact
GIST Impact is a market-leading impact data and analytics provider that has been measuring, quantifying, and
valuing corporate impacts on society and nature for over 16 years. With a global team of experts, GIST Impact
delivers location-specific impact data covering 15,000+ companies and is the chosen impact partner for some
of the world’s largest corporations and investors representing over $8 trillion in assets under management.
https://gistimpact.com/