In an exclusive interview with Global Sustainable Sport, Rigby shared the vision behind his new venture and why he believes the sporting world is ready for a fresh approach to purpose-led storytelling.

The Genesis of New Season

The seeds for New Season were sown during Rigby’s tenure at SailGP, an organisation renowned for its ambition to be the world’s most purpose-driven global sport. It was here that he witnessed first-hand the “unifying power” of sport and the immense trust placed in athletes.

“Athletes are among the most trusted voices in society,” Rigby noted during the interview. “With that trust comes an amazing opportunity to use it for the biggest challenges we’re facing—climate, gender, and social impact”.

However, Rigby also recognised a limitation: sailing, while impactful, remains a “niche sport” in the broader ecosystem. If the lessons learned at SailGP could be applied across football, cycling, athletics and beyond, the potential for change would be far greater.

That realisation led him to take what he describes as a “leap of faith” — stepping away from a high-profile role to test whether purpose-led communications could work across the wider sports industry.

Learning from the Best: The Fiona Morgan Influence

Rigby credits much of his thinking to his time working alongside Fiona Morgan, SailGP’s Chief Purpose Officer, whom he describes as a key influence.

Morgan’s work embedding sustainability into SailGP’s competitive structure — including the Impact League — demonstrated that purpose does not have to dilute performance or excitement.

“Fiona kept saying ‘Saving the world shouldn’t be boring’,” Rigby said. “That mindset really stayed with me.”

At New Season, that philosophy translates into a willingness to challenge convention — blending creativity, cultural relevance and impact rather than treating sustainability as a bolt-on.

Bridging the “Gap” in Communication

According to Rigby, the current “gap” in the market isn’t a lack of good work, but rather how that work is communicated. He pointed out that while many consultancies produce excellent 80-page impact reports, these documents often sit on websites where “very few fans go”.

“Sport needs to tell these stories more creatively, more effectively, and with more relevance,” Rigby explained. “The biggest change in sport isn’t just about reducing impact; its power lies in its storytelling to shift and normalise behaviours”.

New Season aims to move away from technical language and abstract frameworks, and toward narratives that meet fans where they are, using language and platforms that resonate with their daily lives.

A Different Offering: Action Over Silence

A recurring theme in the interview was the fear many organisations have of speaking publicly before they feel “ready”. Concerns around greenwashing and credibility often lead to silence — a strategy Rigby believes is counter-productive.

“Waiting until your house is perfect is not a great strategy,” he said. “Silence is actually a terrible strategy — it suggests you’re not doing anything at all.”

Instead, Rigby argues that honesty and transparency resonate more strongly with audiences than polished perfection.

“There’s a huge amount of credibility to be earned in being open about the journey,” he explained. “Demonstrating action — not just promises — matters more than pretending everything is solved.”

Athletes as Catalysts for Change

While New Season works with organisations and brands, Rigby is particularly keen to expand its work with athletes.

He sees athletes not as perfect advocates, but as powerful, human messengers capable of normalising difficult conversations — from climate action to gender-based violence.

“We don’t need one perfect climate hero,” he said. “We need thousands of imperfect athletes who feel confident enough to speak up.”

Rigby points to recent examples where athletes have driven tangible outcomes — from policy change to collective action — underscoring sport’s ability to influence far beyond the field of play.

Purpose as a Commercial Imperative

Importantly, Rigby rejects the idea that purpose-led communication is purely philanthropic. He believes it is increasingly central to sport’s commercial future.

As sponsorship models evolve and brands shift towards shared value partnerships, organisations that can credibly articulate their social and environmental role will be better positioned to thrive.

“This isn’t wallpaper,” Rigby said. “There are real commercial and economic drivers here — alongside the social ones.”

Plans for the Future

Looking ahead, Rigby is focused on scaling the impact of New Season by building a team that shares his vision of harnessing the power of sport for good. The agency plans to work with a diverse roster of clients—from major sports teams to individual athletes—to ensure that sustainability becomes a mainstream conversation rather than a “boardroom box to tick”.

As sport grapples with trust, fragmentation and accelerating societal expectations, New Season is positioning itself at the intersection of performance and purpose — arguing that the two are no longer separate stories, but part of the same narrative.