Ivy Mahale’s journey from consultant to game-changer in influencer marketing
Ishveen Jolly , the CEO and founder of OpenSponsorship, is an influencer marketing management platform with a focus on working with Athletes, Teams, and Musicians. Ishveen told us about her journey from management consultant to sports agent and how that helped inspire her idea to make it easier for brands to partner with athletes. How she advises brands on what to consider when trying to maximise the potential of their campaigns and how influencer marketing differs between the US and the UK.
Ivy Mahale, CEO and founder of OpenSponsorship, has certainly had an interesting career trajectory—a leap from the analytical world of consulting to the high-energy realm of sports sponsorship—is as compelling as the athletes she now connects with brands worldwide. OpenSponsorship, her brainchild, has become a bridge between brands and athletes, enabling meaningful collaborations.
“Back in the day, I was working for Javelin Group, Europe’s leading retail management consulting shop,” Mahale begins. However, she found herself yearning for something more fulfilling. “Quite young, I decided that my passion was sports, and I wanted to work in it. I moved to India, became a cricket sports agent, and loved sponsorship. I thought, ‘What a wonderful form of marketing.’”
Her entry into the sports world, though unconventional, was as decisive as it was bold. Despite initial pushback from her parents—immigrants who envisioned a more traditional path after her Oxford education—Mahale secured a role in India as a cricket sports agent. “My dad met this guy who’d given me a job, interviewed him, and finally said, ‘All right, we’ll give it a go.’” It was, as Mahale laughingly recalls, a “bizarre journey, but brilliant.”
The Birth of OpenSponsorship
Two and a half years in India laid the foundation for what would eventually become OpenSponsorship. “I was really passionate about cross-border sponsorship. It was so difficult to do international deals,” Mahale explains. Witnessing firsthand the challenges brands faced in navigating sponsorship deals, she identified an opportunity. The sports industry was ripe for disruption, but it required stepping away from the traditional mold.
Mahale’s vision took shape in New York, inspired by the wave of marketplace startups like Uber and Airbnb. She envisioned a platform that simplified the sponsorship process, leveraging data and accessibility. Open Sponsorship launched as a marketplace where brands could post opportunities and athletes could apply—streamlining what was traditionally a convoluted, relationship-driven process.
Matching Brands and Athletes
At its core, OpenSponsorship is about connection, Mahale explains: “Brands will come to us, put up a job posting, and then all of our athletes and agents apply. It’s not novel in terms of tech, but it’s very novel for our industry.”
The process goes beyond surface-level matching. “The athlete’s demographic following is key. If you’re a UK retailer, you don’t want an athlete whose followers are 80% German,” she says. Beyond demographics, authenticity is critical. OpenSponsorship uses social listening tools to assess whether an athlete’s content aligns naturally with a brand’s message. “You want someone who naturally talks about things around your brand so that when they post, it’s not suddenly, ‘Why are they talking about that?’”
The Evolution of Strategy
OpenSponsorship’s early days weren’t without challenges. Initially, Mahale and her team focused solely on creating matches between brands and athletes. But soon, they realised that success required more than just good pairings—it demanded outcomes.
“We’d have brands say, ‘Great, but we didn’t really get any sales.’ That’s when I realised we’re not being judged on a match,” Mahale says. This insight led to the development of strategic support, helping brands maximise their investments. “For example, if you get Harvey Elliott for a photoshoot, use that content in your paid ads, on your homepage, and in email campaigns. It’s about amplification.”
The addition of an agency layer to OpenSponsorship’s tech platform marked a significant pivot. “People were saying, ‘We don’t need another login—we need human beings,’” Mahale notes. This hybrid approach, blending technology with personalised service, has proven effective.
The US vs. UK Mindset
Mahale is keenly aware of the cultural nuances between her two primary markets. In the US, she says, brands are more willing to experiment. “The US is a bit more, ‘Let’s give it a go, knowing it might not work.’ In the UK, it’s more, ‘We need to know it works before we say yes.’”
Athletes, too, differ in their approaches. “Athletes in the UK are more reserved; they don’t post as much on social media. In the US, there’s more emotion and family sharing,” she observes. These differences influence Open Sponsorship’s strategies for engagement and client education in each market.
Milestones and Challenges
Among OpenSponsorship’s standout moments, Mahale cites her partnership with Glassdoor and NBA star Draymond Green. “That was pretty big,” she says. Collaborating with prominent brands like Walmart during the pandemic was another highlight. “Suddenly, it was much easier to get meetings with everyone because everything was virtual.”
Yet, challenges persist. One recurring misconception about influencer marketing, Mahale notes, is that it’s a one-and-done deal. “If all you do is get an athlete to post once on social media, it probably won’t drive results. But if you leverage that content across multiple channels, you’ll see great ROI.”
The Future of Influencer Marketing
Despite its growth, influencer marketing—especially with athletes—remains underutilised. “I walked past a Macy’s billboard advertising athleisure with models and thought, ‘Come on, Macy’s. It’s athleisure—give it to an athlete,’” Mahale says passionately. She believes athletes’ stories bring unparalleled authenticity and value to brand campaigns.
Looking ahead, Mahale envisions OpenSponsorship continuing to deliver measurable impact. “I don’t want you to give us 10K and say, ‘It was okay.’ I want you to say, ‘We want to give you more money because you’re moving the needle.’”
Lessons for Retailers
For retailers considering influencer marketing, Mahale’s advice is clear: align campaigns with your goals. “If your aim is brand awareness, find the athlete with the biggest reach and highest engagement. If your goal is niche messaging, find someone whose values align with your brand.”
She adds, “It’s a differentiated form of marketing. People get excited about it—your customers, employees, even your investors.”
In Mahale’s hands, OpenSponsorship is not just a platform—it’s a revolution in how brands and athletes collaborate. From her days as a management consultant to her current role as a trailblazing entrepreneur, Mahale’s journey is a testament to the power of passion and perseverance.
