VM
The gap between elite and unknown isn't talent. It's infrastructure.

The big agencies call after the medal. We call before.

Most serious UK performance athletes will never hear from a major agency. Vested Merit exists for the GB vest holder, the Commonwealth Games competitor, the national champion — across every sport, elite in every sense, invisible commercially. We change that.

Founded by Roger Skedd — former GB decathlete, 5 European Cups, Commonwealth Games competitor, double GB Masters Champion (M40).
Submit a brand brief → View athletes
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Athletes listed
30+
Sports covered
15%
Commission only
£0
Upfront fees
Why Vested Merit

Sponsorship earned on merit

The global agencies are built for the 0.1%. The passive marketplaces are built for influencers. Vested Merit is built for everyone in between — the serious, verified, commercially overlooked performance athlete who deserves better.

01
The authenticity brands can't buy
Performance athletes attract performance audiences — runners, cyclists, triathletes, swimmers, rowers, climbers, equestrians, martial artists, coaches, club members. People who buy what you make because they live it. Not passive scrollers. Buyers.
02
Ahead of the curve, not behind it
The brands that build relationships with tomorrow's stars before they break through are the ones that look authentic. The brands that arrive after the medal pay a premium — or find the door closed.
03
Reach is the wrong metric
A 4,000-follower GB-level athlete reaching serious runners is worth more to a performance brand than a 400,000-follower lifestyle account reaching a general audience. Vested Merit is built on relevance, not reach.
04
Commercial efficiency
A £5,000 deal today with an athlete who breaks through in 18 months becomes a £50,000 deal — or unavailable entirely. Vested Merit is where you get ahead of that curve, at a fraction of the cost of elite representation.
05
Human, not algorithmic
Built for UK performance sport in its entirety — track and field, road, trail, triathlon, cycling, swimming, rowing, climbing, equestrian, combat sports, racket sports and more. If you compete seriously and represent Britain, you belong here.
06
Commission only. Always.
We only earn when a deal goes ahead. 15% of the agreed deal value, deducted at source. No retainers, no subscriptions, no upfront costs. For brands and athletes alike — fully aligned incentives from day one.
"The most efficient sponsorship in sport — the credibility of elite performance, at the cost of the overlooked."
The brands already in conversation with tomorrow's stars are your competitors. The window between serious competitor and household name is short. Get ahead of it →
Featured Athletes

Athletes available for partnerships

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Brief us on your campaign →
How it works

Four steps from brief to deal

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01
Submit your brief
Tell us your sport, budget, campaign goal, and the kind of athlete you're looking for — any sport, any discipline. Takes 2 minutes.
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02
Receive your shortlist
You receive 3–5 personally matched athletes with full profiles, PBs, social stats, and our recommendation on fit.
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03
We make the intro
Select your preferred athlete and we handle the introduction, deliverables brief, and deal negotiation on your behalf.
04
Partnership agreed
Deal agreed in writing. You pay Vested Merit the full deal value. We deduct our 15% commission and pay the athlete directly. No deal, no fee.
For brands

Find your athlete personally matched

The global agencies are out of reach. The passive marketplaces send you 3,000 profiles and leave you to it. Vested Merit does the work — we take your brief, match you with 3–5 verified performance athletes, handle the introduction and close the deal. You pay nothing until a partnership is agreed.

01
Any budget, any sport
We work with brands from £1,000 product deals to £25,000+ ambassador contracts. Track and field, road, trail, triathlon, cycling, swimming, rowing, equestrian, combat sports, racket sports — if your audience is performance-focused, we have athletes for you.
02
No subscription, no retainer
You only pay when a deal completes. 15% of the agreed deal value, handled entirely through Vested Merit. Submit as many briefs as you like.
03
Deals in writing, always
Every partnership is confirmed in writing with agreed deliverables, timeline, and payment terms before anything goes live.
Submit a brief
We'll personally match you with 3–5 verified athletes. No obligation.
No obligation · No upfront fees
✓
Brief received
We've received your brief and will be in touch. Thank you for your interest in Vested Merit.
For athletes — every sport

The big agencies
will call after.
We're calling now.

Most elite UK athletes will retire having never earned a penny from their performance. Not because they weren't good enough. Because the commercial infrastructure that exists is built for the top 0.1% — and everyone else is left to navigate it alone.

Your commercial window is shorter than your competitive one. Every season at peak performance without a sponsor is value that cannot be recovered. Vested Merit captures that value while you're competing — not after you've stopped.

Track and field. Road. Trail. Triathlon. Cycling. Swimming. Rowing. Equestrian. Combat sports. Racket sports. If you compete seriously at GB level or above — we want to hear from you. No upfront cost. We only earn when you do.