We Are Global Experts in Athlete Brand.

We've been empowering athletes, from all walks of life, to build their brand for over a decade.

Our proven approach to brand building is trusted around the world by sporting organisations like the Australian Institute of Sport, Sport England, the Rugby Union Players Association and Singapore Sport.

We've always focused on the 99% of athletes, who aren't household names but who do have incredible stories to share and opportunity to tap into.

We're female-founded, Australian based (g'day) and we pride ourselves on developing value-packed relationships that are a win-win for all.

Australian institute of sport

• Santa clara university

• sport england

• singapore sport

• red bull global

• Australian institute of sport • Santa clara university • sport england • singapore sport • red bull global •

We bring our A-game every time.

Our mission is to put real knowledge and skills straight into the hands of athletes so they can build their own brand.

We take a holistic approach to athlete brand building that empowers athletes to harness their uniqueness to connect with opportunity, build their skills and prepare for life after sport.

our founder

Vickie Saunders is the founder of The Athlete Brand Builder and is an internationally recognised author, educator, and athlete brand expert. With over a decade of experience, she has helped thousands of athletes, from grassroots to elite, build their personal brand, secure sponsorships, and unlock purpose-driven opportunities in and beyond sport.

Vickie’s approach is practical, inclusive, and athlete-first. She has worked with leading organisations such as the US and Australian Paralympic Committees, Sport England, and ASICS Asia, and authored the globally used books Sponsorship for Athletes and The Athlete Brand Book. Her programs are trusted by athletes, schools, teams, and sports organisations around the world.

Beyond sport, Vickie is a committed human rights advocate. She was part of the award-winning Game Over campaign with Craig Foster and Amnesty International, empowering athletes to become ambassadors for social justice and refugee rights.

Her work reflects a deep belief that every athlete has value, voice, and the ability to lead meaningful change.

Our global delivery Team

VICKIE SAUNDERS

ATHLETE BRAND, SPONSORSHIP & NIL EDUCATOR
Vickie Saunders helps athletes build and activate their powerful personal brands in a way that feels authentic and sustainable. With Vickie’s guidance, athletes learn how to connect with businesses, grow their profile, and create long-term impact, all while staying true to who they are on and off the field.
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GLENN PAUL

ATHLETE BRAND & SPONSORSHIP EDUCATOR
A former professional golfer, Glenn combines his sporting background with a passion for mindset, inclusion, and performance to help athletes create authentic identities, foster sponsor relationships, and achieve lasting impact on and off the field.
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Rebecca cook

STORYTELLING & SPEAKING
Rebecca helps athletes and professionals find their voice, sharpen their message, and communicate with confidence. As a skilled trainer and coach, she empowers individuals to share their stories authentically, connect with audiences, and use public speaking as a powerful tool for personal brand growth.
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JON LYNDON

ATHLETE & SPORTS LINKEDIN BRAND STRATEGY
Jon is passionate about helping athletes and sports organizations take control of their brand identity and become leading voices on LinkedIn. His blend of global tech experience and love for sport allows him to guide athletes and leaders in unlocking meaningful opportunities through authentic brand building.
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Our Advisory board

TERRELL JONES

BUSINESS CONSULTANT
Former NFL S&C Coach, with decades of business development and consultancy experience, with a powerful and engaged network. Terrell brings expertise in contract negotiation and representation, marketing and strategic relationship development within and between companies.
BILLY TURNER

SPORT CONSULTANT
Former NFL athlete (Miami Dolphins, Denver Broncos, New York Jets and Green Bay Packers), Billy leverages his extensive field experience and industry insights, guiding high profile teams and organisations toward achieving peak performance.
LESLIE KLEIN

SPORT CONSULTANT
Olympian and former Director of Athlete Relations at LA28, and USOPC Director of Athlete Career and Education, Leslie brings expertise in building and growing sports, international business and non-profit organisations.
JEFF ROSENBLUM

BRAND CONSULTANT
Author, documentary filmmaker, agency founder and industry disrupter, Jeff is the CEO of Questus, a digital agency that has worked with many of the world's most influential brands. He brings a wealth of advertising and marketing expertise.