Firebird Impact invests in sport and purpose leader Benchmark

Leading investor Firebird Impact has taken an equity position in Benchmark Group, further strengthening Benchmark’s purpose–led ambition to help shape a more sustainable, impactful and profitable future for the sport industry.

Founded by Olivia Hall, Firebird invests in sport, arts and philanthropy assets in the USA and UK and is a leader in supporting organisations making transformational change with the goal of transforming lives for women and children.

As a result of Firebird’s new investment, Hall has been appointed to the Board of Benchmark, where she will be reunited with fellow co-owner of Mavericks Sports Group, Lucy Wray.

Both Hall and Wray are driving forces in the cultural and commercial rise of women’s sport, and both now will enhance Benchmark’s leadership team as the group enters a new chapter of growth across sport, business and entertainment.

Wray, who led Saracens as CEO during its commercial and cultural revival, brings deep expertise in leadership, governance, and brand partnerships. She will assist in further opening and deepening the group’s relationships with rights holders and teams.   

Benchmark’s key sports properties include the Sport Industry Group and Think Beyond – a global leading sport and entertainment consultancy that delivers growth through purpose, working with numerous sports federations, sports clubs including the IOC, Liverpool FC, Sail GP, World Athletics, NASCAR, The FA, US Soccer and brands such as Bloomberg, Subway, Persil, Sure and Audible. 

“Olivia and Lucy are two of the most forward-thinking minds in British sport. Their appointment marks a natural evolution for our group as we scale impact, expand our work, and look to support growth opportunities through acquisition and geographical expansion,” said Benchmark’s Founder and CEO, Nick Keller.

Hall said, “Benchmark understands that sport can be a catalyst, not just for moments of glory, but for business models that deliver financial and social value. I’m excited to help shape a strategy that fuses performance with purpose and of course to help support responsible growth of women’s sport.”

Wray added, “Sport is changing fast, and investment into the industry is diversifying — a new brand of owners, innovative rights holders and data-driven growth are opening up the market to new fans. Benchmark’s purpose-driven approach has never been more relevant.”