At Canny Play we find the why, and create with you from there.

Canny ~ adj. [Northern Eng, Scot dialect] thinking quickly, showing shrewdness or good judgement.

Devising insight-driven strategy, creating content and campaigns, and developing product…

to build habits in developing fandom and enabling active participation,…

help partners identify where you fit in empowering communities through sport,…

and set the foundations for sustained growth, and excellence in experience and performance.

Mike founded Canny Play to specialise in reaching new audiences, speaking to those who are still finding their home in sport, and to use sport to build better futures. Over ten years working with BBC Sport, Premier League, UEFA, Public Health England, London Marathon Events, Team GB and others, Mike has witnessed the power sport has to bring people together. He has wielded that influence to create space for the best in people’s nature to flourish, and bring mass audiences to participate and start their own relationships with sport.

Women’s sport is powering a rapid evolution in how values, authenticity and openness is becoming a commercial engine, as well as a sign to all that you are welcome. It is those values that has driven Mike’s decade and more in sport, as well as award-winning product development in education and health in the ten years prior. Come as you are.

Let's Make It Happen