WeAreNinety, the independent Manchester-based sports and athlete marketing and partnership activation agency, has appointed Alastair Henderson as client services director.
He joined the agency on 19 October 2026 from Liverpool FC, where he oversaw a number of high profile partnerships since 2022 as partnership delivery lead.
In his new role, Henderson will lead client services across WeAreNinety’s work with clubs, brands and talent. That spans sponsorship, activation, PR & Comms, creator and influencers, athletes and creative production. The appointment comes as the agency marks four years in business and continues to build its senior team.
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The new hire brings more than 20 years of experience across every side of sports partnerships. Before Liverpool FC, he spent seven years as sports marketing director for football at adidas. He was previously head of partnership delivery for the Glasgow 2014 Commonwealth Games, and held senior roles at sponsorship agency Fast Track and in-house sponsorship roles at E.ON UK and Wickes.
Charlie Weir, founder of WeAreNinety, said: “We’re absolutely thrilled to welcome Alastair to the team. Landing someone of his calibre is a real statement of where WeAreNinety is heading. Alastair has delivered partnerships for adidas, the Commonwealth Games and Liverpool FC, so he’s sat in every seat our clients sit in. He raises the bar for how we look after the brands, clubs and talent we work with, and he’s a great person to build the next chapter with.”
Henderson added: “I’m really excited to be joining WeAreNinety at such an important stage in its growth. As a forward-thinking, full-service sports marketing agency, it has real ambition, and I’m looking forward to working with Charlie and the team to support both existing and new clients while helping to drive the next phase of the business. Having worked across brands, agencies, rights holders and major events, I’m looking forward to bringing that experience to the agency and helping deliver partnerships that create real value for clients.”
WeAreNinety is an independent sports marketing and partnership activation agency based in Manchester, with a further presence in London. Founded in 2022, it brings brands, rights holders, athletes, and creators closer to the global sports audience – bridging the gap between culture and competition.
