R. McVittie & Son is a strategic consultancy founded by Nathen McVittie. Trusted by some of sport’s most innovative teams, leagues, brands, and investment groups, the firm helps shape strategic, creative, and operational futures to drive value through strategic thinking and creative excellence.

With nearly two decades of experience building bridges between brands, audiences, and culture, Nathen has established himself as a distinctive voice in global sport and entertainment.

After beginning his career in the music industry, founding a globally-recognized independent record label at the age of 16, Nathen co-founded Where Is Football, a multidisciplinary creative platform and studio expressing the beautiful game’s global impact.

At Where Is Football Nathen helped craft world-class campaigns and strategic direction for clients including adidas, Audi, Budweiser, Chelsea FC, Japan’s J.League, Nike, and more.

After transformative roles at Leicester City FC during their historic 5000-1 Premier League title and at Bleacher Report’s pioneering digital presence, Nathen founded Theorycraft, a groundbreaking advisory firm in gaming and esports, partnering with clients such as SoFi, Riot Games, and YouTube. Following its acquisition by OneTeam Partners in 2021, he spearheaded Webby-nominated campaigns for elite North American player associations and Fortune 500 brands including TIAA, Electronic Arts, DoorDash, and Pepsi.

Our work spans continents and industries, shaping FIFA World Cup 2026’s identity, orchestrating collaborations between FaZe Clan and Manchester City, launching a global brand for Call of Duty League, and redefining team operations with NASCAR team Sam Hunt Racing through innovative partnerships and marketing strategies.

As an investor at Italian Serie B football club Cesena FC and pioneer in emerging industries, Nathen combines deep cultural understanding with strategic business acumen to elevate brands, unite communities, and create lasting impact in the evolving landscape of global sport and entertainment.

Today, R. McVittie & Son partners with forward-thinking organizations to drive strategic business growth across marketing, partnerships, and investments.