Henk-Frits Verkerk is one of the original founders of Sports Alliance, a company set up over 20 years ago to help sports clubs get more value from the fan data they were already collecting. What started with Aston Villa in the UK grew into a wide network of clubs across Europe. After Sports Alliance was acquired by KORE—and later by Two Circles—Henk-Frits became part of a much broader journey, bringing data-driven thinking into all areas of sport.

These days, his focus is on sponsorship: helping rights holders and brands better understand, manage and measure the value of their partnerships. With the tools and expertise now available, there’s no reason for sponsorship to remain a black box. Henk-Frits believes in using data not just to justify value, but to improve outcomes—for both sides.

Outside of work, he’s a lifelong sports fan and keen sailor, always curious about how the emotional power of sport can be made stronger through smart use of data.