Widely credited as “the university of sports marketing”, West Nally was established in 1970 by BBC presenter and sports commentator Peter West and 23 year old “whizz kid” Patrick Nally. Between them, West and Nally, put together an extra-ordinary team that became experts in every aspect of sport and music marketing. Sport became packaged in a unique and effective way – from the FIFA/Coca-Cola World Soccer Development programme and Intersoccer 4, through to the First IAAF World Athletics Championship, First Rugby World Cup and First London Marathon. Events such as the Davis Cup were fine-tuned into highly effective marketing packages and guidance given to countries seeking to market the Olympic Games.