founder
Abby Newell
For over a decade Abby has led one of the most respected talent management agencies in international sport, shaping athlete careers, building landmark commercial partnerships, and navigating the high-stakes world of elite competition at Olympic and world championship level. She has represented athletes at every Olympic Games since London 2012.
Before sport, she spent eight years at the centre of the music industry, as a music supervisor working with Universal Music, BMG Publishing, Sony Music and Warner Bros Film, brokering sync deals, licensing agreements and commercial partnerships across film, television and publishing. She has had three books published for clients and has brokered over a hundred sponsorship and endorsement deals across her career.
Earlier still, she worked in PR at Sally Fischer Public Relations in New York City, one of the most prominent PR firms in the city before returning to London to build what became a career spanning music, sport, media, fashion and business.
She now brings that breadth to The House, a deliberate environment for people who are building something and need access to real commercial experience, honest perspective and a network that opens doors. Alongside The House, she is building House of the Broken Line, a fashion and culture brand, and works extensively with businesses on the practical application of AI across commercial operations.
The work is the same at every level: connecting people, ideas and opportunities and making sure the commercial infrastructure is strong enough to hold them.
She specialises in:
Talent representation and sponsorship strategy
Brand partnerships and commercial development
Crisis comms and narrative repositioning
PR strategy and stakeholder messaging
Creative negotiation and licensing
Building high-performance teams across borders
