The company believes the acquisition will add vital expertise and resource to Sportsworld’s growing advisory service.
Sports Alliance was founded in 2001 by former international tennis player Jeff Hunter, who will become group operations director of Sportsworld from May.
It advises sports organisations across the public, private and voluntary sectors on all areas of business improvement and development. Clients include national governing bodies, public bodies such as Sport England, commercial companies with interests in sport and sports charities.
Integrating the expertise of Sports Alliance is seen as a significant step in the development of Sportsworld after it underwent a management buy-out, led by chief executive Chad Lion-Cachet, in December 2004.
