About 29 Sports | Sports Intelligence & Advisory Firm

The Decision Problem

More Information Does Not Create Confidence

Across sports, organizations rarely lack activity. What they lack, at the moment it matters, is a current, validated understanding strong enough to support the next important decision.

They Had Data

Dashboards, reports and metrics were everywhere. Volume was never the constraint — validation and context were.

They Had People

Experienced operators with real
judgment, working from fragmented and often outdated inputs.

They Had Plans

Meetings, activity and momentum — without a shared, defensible read on what was actually true right now.

The right decision requires context, validation and judgment.The goal is not more information. It is justified confidence for the decisions that matter.

How We Are Built

Two Connected Arms.One Standard.

Technology and human judgment are not alternatives at 29 Sports. They operate together, with clear responsibility for every recommendation.

Intelligence Platforms

Technology helps organize and surface what matters — establishing evidence, visibility and learning across the decisions organizations, athletes and families face.

Strategic Advisory

Accountable human judgment remains responsible for interpreting evidence, making recommendations and recognizing when conditions require an adjustment.

Technology supports evidence, visibility and learning. It clarifies what is happening and keeps the read current as conditions move.

Human judgment determines what the evidence means, what should happen next, and when the call must be adjusted.

Isaac Fullard — Founder, 29 Sports

The Founder

A Company Built From A Pattern That Became Impossible To Ignore

For years, I worked across college athletics, professional
sports, partnerships, sponsorships, ticketing, licensing,
revenue strategy and executive advisory. The settings changed,
but the pattern did not.

Organizations often had data. They had experienced people.
They had plans, meetings and activity. What they did not
always have was a current, validated understanding strong
enough to support the next important decision.

That pattern eventually became personal. Navigating
consequential athlete, academic and financial decisions for my
own family made the cost of fragmented information even
clearer. More information did not automatically create
confidence. The right decision required context, validation
and judgment.

29 Sports was built from that realization.

We produce sports intelligence for organizations, athletes and
families through two connected arms: Intelligence Platforms
and Strategic Advisory. Technology helps organize and surface
what matters. Human judgment remains responsible for
interpreting evidence, making recommendations and recognizing
when conditions require an adjustment.

The goal is not more information. It is justified confidence
for the decisions that matter.

The Founder

Isaac's work has crossed collegiate athletics,
professional sports, commercial partnerships, revenue
generation and strategic advisory. He has advised campus
leaders, sports properties, teams, partners, athletes and
families on decisions involving sponsorships, ticketing,
media, licensing, NIL, organizational strategy and
recruiting pathways.
That cross-market view — of how sports organizations and
people make consequential decisions under pressure — is
the foundation 29 Sports is built on.

Sports Intelligence For The Decisions That Matter Most

More Information Does Not Create Confidence

Two Connected Arms.One Standard.

Intelligence Platforms

Strategic Advisory

A Company Built From A Pattern That Became Impossible To Ignore

Every Important Decision Deserves Justified Confidence.

If A Decision Matters, Start Here