Hermes Sports Strategies is led by its founder, Yannis Nikolaou, and supported by a senior, multicultural team with deep expertise across sport, media, entertainment, and global affairs.
Yannis has led strategic and event communications, brand strategy, media relations, and public relations for the Olympic Games, Asian Games, Arab Games, World Athletics Championships, World Athletics Cup, World Table Tennis Championships, World Handball Championship, Asian Football Cup, Asian Athletics Championships, European Gymnastics Championships, and the No Finish Line Run International Series.
More specifically, among the key multi-sport events where he has held senior managerial roles are the Athens 2004, Doha 2006, Singapore 2010, Doha 2011, and Tokyo 2020 Games, overseeing media operations, public relations, strategic campaigns, and global communications.
For over 16 years, Yannis served as Senior Communications Manager and Head of Global PR Communications Campaigns at IAAF/World Athletics, working closely with President Sebastian Coe and the Chief Executive Directors Nick Davies and Jackie Brock-Doyle.
His collaborations extend to FIBA (basketball), IHF (handball), FIG (gymnastics), ITTF (table tennis), IBA (boxing), ISSF (shooting), QOC (sports day), and the Global Champions Tour (equestrian), supporting high-stakes campaigns, governance reforms, event communications, crisis management, and long-term strategic brand development.
He is also a pioneer in creating and delivering charity events for children, combining small-, medium-, and large-scale running events and music concerts across multiple countries to fund sustainable programmes for children in need.
The Team
International experts delivering strategy, communications, and world-class execution form the core team of Hermes Sports Strategies, structured as follows:
- Managing Director / Chief Strategist
Leads overall strategy, client relationships, and agency vision; primary interface for high-level initiatives.
- Media & Communications Expert
Develops and executes media strategies, PR campaigns, and crisis management frameworks; maintains relationships with global media and key stakeholders.
- Marketing & Brand Specialist
Designs and delivers integrated marketing campaigns, sponsorship strategies, and brand development initiatives.
- Content & Creative Team
Produces speeches, strategic narratives, digital content, graphics, and multimedia assets aligned with the agency’s messaging standards.
- Project & Client Support
Coordinates workflows, manages timelines, and ensures seamless execution of campaigns and events.
