gunnercooke Sport launches the first cross-sector standard for sports tokenisation

In a significant move establishing a new global benchmark for digital assets, gunnercooke Sport announces a strategic partnership between Head of gunnercooke Sport, Steve Kavanagh, and Operating Partner, Pavan ‘PK’ Kaur.

This collaboration has created the first executive-level framework to guide sports organisations worldwide, from football and motorsport to the major US leagues, through the complexities of sponsorship, tokenisation, and crypto ventures, with an unwavering commitment to compliance and commercial integrity.

Setting a new global standard

Football, as the world’s most-watched sport, has long been the testing ground for digital assets, attracting intense regulatory scrutiny. The governance and compliance standards established by gunnercooke Sport have now become the de facto blueprint for sports organisations globally.

Why a global framework matters

For CEOs and Chairpersons, digital assets represent both opportunity and risk: the potential for significant new revenue streams alongside complex regulatory and reputational challenges. As leading sports organisations explore tokenisation, the era of ‘fast money’ crypto deals has passed.

Today’s environment demands a unified, risk-based approach, as regulatory enforcement intensifies across every major jurisdiction.

Our 100% success rate combines with Our Exclusive Framework

1. The Standard for Global Stability

Steve Kavanagh, Head of gunnercooke Sport, anchors digital strategy in financial sustainability. His governance experience, including working alongside the various regulatory authorities in English Football, provides C-Suite leaders with an insight into how the authorities will view such commercial developments.

Steve Kavanagh, Head of gunnercooke Sport added: “Sustainable revenue in modern sport is built on trust and rigour. The Independent Football Regulator will in time become the ultimate check on governance in the UK, but the principles of financial stability it enforces are global. Our partnership provides the indispensable regulatory bridge between the club’s boardroom and the digital asset market, ensuring our clients do not trade short-term income for long-term failure.”

This is about building growth that translates to the gold standard for every sport and leveraging AI capabilities to mitigate regulatory enforcement.”

2. Continued growth

Pavan Kaur holds the 100% success rate for navigating clients through regulatory warning letters for marketing breaches and delivers the technical and operational certainty required in the digital age.

Her expertise sees to it that the core mechanics of a token, its tokenomics, are fundamentally sound and designed for genuine utility. Critically, she then designs and executes the necessary compliant marketing strategies to bring that token to market.

Pavan Kaur stated: “For a CEO or Chair, risk is measured in institutional longevity. The market is now defined by the rapid increase of global regulatory enforcement on marketing rules, making a true risk-based approach an existential necessity for sports organisations.

Steve and I have harnessed the technology and operational expertise that is designed to allow clients to secure new digital revenue while maintaining an unstoppable growth perimeter, turning digital innovation into a durable asset, not a cost centre.”

Your Strategic Action Point

The need for sports organisations to take a risk-based approach in their journey to tokenisation is no longer a choice; it is a regulatory requirement.