About.

Background

Stadio Projects is led by Gary Dixon — a brand, sport and culture strategist with over 20 years of experience across global sport sponsorship and marketing.

Before founding Stadio Projects, I spent 14 years at PUMA, leading global Teamsport Marketing and Sports Marketing Strategy. I worked across global campaigns, shaped partnership storytelling and product narratives — helping re-establish PUMA as one of the most culturally relevant brands in sport.

Prior, I spent 8 years at sports management agency Wasserman Media Group, representing athletes and advising global brands on sponsorship, athlete marketing and strategic planning.

Purpose

Stadio Projects exists to support people and organisations that are shaping the future of sport.

I work with clients who want to think more clearly, move more confidently and create work that connects. From brand positioning and athlete strategy to product concepts and partnership design, I bring practical insight, creative thinking and cultural relevance — grounded in the dynamics of modern sport.

Every project is different. That’s why Stadio Projects is built to be flexible, collaborative and outcome-focused.

Stadio Projects

Stadio reflects where it all began — rooted in the experience, energy and emotion of sport. The name is inspired by Italia ’90, the first World Cup I remember: futuristic stadiums, Gazza’s tears, and the goal-rush of Roger Milla and Totò Schillaci. It was the moment I understood that sport is more than results — it’s identity, connection and meaning.

Projects reflects how I work — focused, collaborative and shaped around solving real challenges. I work directly with clients on strategy that unlocks potential — weather for brands, teams, athletes, rights holders and retailers through long-term strategic direction, focused initiatives or embedded advisory roles.

Every engagement is tailored — shaped by what the brief demands and what the moment calls for.