Strategy for sports & entertainment venues, destinations and major events.
We turn ambition into places and experiences that work.
We turn bold sport & entertainment ambitions into viable realities.
We help clients make the critical decisions that shape successful projects: what to build, how to make it viable, how to create experiences people value, and how to deliver it in practice.
We build teams around your challenge.
SEAD Advisory combines senior strategic leadership with a curated global network of 350+ specialist experts, allowing us to build the right team around each assignment rather than fitting the assignment around a fixed team.
From strategy and commercial advisory to specialist technical and operational expertise, we bring together the capabilities each project actually needs. Our network spans Europe, the Middle East, Africa, Asia and the Americas, with expertise across:
Looking for the right team for your most complex challenge?
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Zineb Soulami
Zineb is the Founder & Managing Director of SEAD Advisory and a senior sports & entertainment strategy advisor with 15 years of international consulting experience.
Previously, she held senior roles at CAA Portas and Roland Berger, advising governments, developers, investors and sports organisations on complex venues, destinations and major events across Europe, the Middle East, Africa and Asia. Her expertise spans from strategy and business cases to commercial and operating models, readiness and implementation.
Zineb holds Bachelor’s and Master’s degrees from École Centrale Paris (CentraleSupélec), as well as a Master’s in Business Management from Shanghai Jiao Tong University.
The decisions we help clients get right.
Five areas where SEAD brings senior strategic leadership, supported where needed, by specialist expertise from our global network.
Define the right asset mix, scale, positioning and investment priorities grounded in demand, strategic objectives and long-term value.
Shape the strategy, business case, commercial model, content strategy and operating model required for a viable, active venue.
Design the experience, programming and commercial opportunities that connect sport, entertainment, hospitality and place.
Move from event strategy to operations advisory and readiness, aligning venues, visitor journeys, stakeholders and operations around successful readiness.
Develop participation strategies, programmes, pathways and sport ecosystems with clear measures of social, economic and sporting impact.
Additionally, discover SEAD Experiences, our dedicated offering bringing intentional development experiences to children through clubs, academies and schools.
Explore SEAD Experiences →Define the right asset mix, scale, positioning and investment priorities grounded in demand, strategic objectives and long-term value.
The right expertise, when the question demands it.
SEAD leads the strategic question. Through our curated network of 350+ specialists, we build the team around the assignment, bringing in targeted expertise where it adds value.
The moments SEAD is built for.
- —When a major investment decision needs to be challenged before capital is committed
- —When a venue, destination or event needs a viable commercial and operating model
- —When strategy exists, but the path to implementation is unclear
- —When leadership needs an independent, senior perspective on a complex decision
- —When the challenge requires specialist expertise that the core team does not have in-house
Looking for specialist insight to make the right decision?
Let’s talkExperience where sport, place and major events come together.
From major venues and destinations to global sporting events, our experience spans the strategic, commercial and operational decisions that shape successful projects.
Selected experience across SEAD Advisory, partner engagements and previous consulting roles.
Facing a similar challenge? Let’s talk.
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Taking what we learn at the highest levels of sport and making it accessible to more children.
We don’t add another activity. We turn the ones children already love into opportunities to grow.
We work with clubs, academies and schools to embed confidence, focus, perseverance, teamwork and discipline into the activities they already deliver.
Explore SEAD Experiences →Bring us the challenge. We’ll build the right team.
Looking for specialist expertise on a sports & entertainment project?
Let’s talk