How Finance Teams Can Spot Opportunities Early

In sports organisations spanning athlete management agencies and clubs to national governing bodies (NGBs) and sports retail businesses, tax is often viewed as a compliance obligation rather than a strategic lever. But with proactive planning, tax can become a tool for efficiency and long-term resilience.

The difference between reactive and resilient tax strategies is timing. Identifying opportunities early not only reduces risk but also supports better decision-making and allows organisations to allocate resources effectively, whether that’s investing in athlete development, improving facilities, expanding retail operations, or negotiating sponsorship deals.

Where tax planning adds the most value in sports

Certain moments in a sports organisation’s operations can have an outsized impact on tax efficiency:

1. Investment and funding decisions
   Clubs, agencies, or NGBs receiving funding or sponsorship income can optimise their tax position by carefully structuring the flow of funds. Proper planning ensures that eligible reliefs (such as for innovation in sports technology, sports science, or merchandising initiatives) are fully utilised and that tax liabilities are appropriately managed.
2. Equity and incentive schemes
   Organisations often use incentive schemes to retain coaches, key executives, or athletes. Correctly structured equity or bonus arrangements can reduce unexpected tax liabilities for both the organisation and individuals, enhancing retention and motivation.
3. Cross-border operations
   Expanding into new regions through retail operations, athlete representation, or international academies introduces VAT, customs, and other cross-border tax complexities. Early planning can avoid disputes and unexpected costs, while ensuring compliance across jurisdictions. See more here.

Key triggers for reassessing your tax approach in sports

Tax planning opportunities arise whenever an organisation’s operations or structure change. Common triggers include:

• Moving from one type of revenue model to another, such as from services (athlete management, coaching) to products (merchandising, retail).
• Changes in workforce composition, including international hires or new coaching staff.
• Alterations in the supply chain, such as sourcing sports apparel or equipment from new suppliers.
• Strategic partnerships, acquisitions, or disposals.
• Significant changes in revenue streams, including new sponsorship deals, ticketing, or online sales.

Recognising these moments early allows organisations to reassess structures, optimise reliefs, and avoid unforeseen tax costs.

Why early detection pays off

Integrating tax considerations into regular planning offers multiple benefits:

• Smooth compliance and audits: Proper documentation for contracts, valuations, and cross-border agreements ensures authorities can verify positions without delay.
• Improved cash flow: Optimising tax timing and claiming reliefs strategically helps organisations reinvest in sport and operations.
• Reduced surprises: Regular review prevents last-minute scrambling, allowing leadership to make informed decisions with confidence.

Turning reactive tax into resilient tax

Practical steps for sports finance teams:

1. Embed tax in planning cycles: Make tax part of quarterly or semi-annual reviews. Monitor changes like new player contracts, sponsorships, or merchandising initiatives for tax implications.
2. Engage specialists early: Consult tax advisors before implementing major initiatives such as equity schemes, cross-border expansions, or acquisitions.
3. Inform leadership: Ensure board members and executives understand the tax impact of strategic decisions, from contract structures to international operations.
4. Scenario planning: Model different tax outcomes for major decisions, such as paying cash bonuses versus offering equity or launching merchandise lines in multiple countries.

Outsourced support as a resilience multiplier

Many sports organisations, regardless of size, face resource constraints in finance teams. Outsourcing aspects of tax, i.e. compliance, advisory work, or specialist structuring, provides expertise while freeing internal capacity. The best outsourced partners embed tax thinking into organisational decision-making, helping to build resilience and strategic advantage.

Introducing My Tax Partner

Everything we’ve explored in this article, from spotting opportunities early, to embedding resilience into your tax approach, comes down to having the right expertise at the right time.

That’s where HaysMac’s My Tax Partner service comes in.

Designed for CFOs and finance leaders who need senior-level tax insight without the cost of a full-time hire, My Tax Partner acts as your embedded strategic tax director. We help you anticipate challenges, unlock reliefs, and build a forward-looking tax strategy that supports your wider business goals.

Whether you’re managing player contracts, sponsorship agreements, retail operations, or international expansion, My Tax Partner ensures that tax is an enabler, not an obstacle. By embedding tax into strategy, sports organisations can reduce risk, optimise resources, and invest where it matters most: in sport.

Contact a member of the Sports VAT to understand how My Tax Partner can elevate your organisation.