Double Olympic gold medallist Matt Richards is spearheading the launch of Sponza, a new SportTech platform designed to modernise how brands discover, connect with and activate athletes.

Richards reached the top of international swimming early in his career, becoming one of the youngest Olympic gold medallists in British history at Tokyo 2020 before going on to secure a second Olympic title and multiple world-level medals in recent years. 

Yet despite competing – and winning – at the highest level, he experienced firsthand how slow, opaque and relationship-dependent sponsorship processes can be.