Hermes Sports Strategies

Our Foundation

Shaping global leadership and influence through strategic expertise

Founded in 2024 in Monaco by Yannis Nikolaou, Hermes Sports Strategies combines decades of international experience in leadership advisory, communications, public relations, campaigns, sport and media, and major event delivery.

Yannis has spent more than 30 years shaping strategy and guiding decision-making for world leaders, international institutions, sports federations, governments, elite athletes, and globally recognised brands. His work spans global event management, presidential and institutional campaigns, media and communications strategy, talent development, and brand growth.

A former middle-distance runner and award-winning journalist, Yannis brings a unique blend of sport, media, and strategic leadership expertise, and is a long-standing advocate for children through sport and culture, initiating innovative concepts and inspiring people to engage in charitable action for children in need.

Our Services

Creating strategies, campaigns, and events that drive lasting impact

We design and deliver tailored, high-impact strategies that elevate leadership, protect reputations, grow brands, and expand global influence.

Strategic Leadership & Influence

International Relations & Global Partnerships
Presidential & Institutional Campaigns
Diplomatic Engagement & Alliance-Building
Policy, Governance & Strategic Positioning

Communications & Reputation

Public Relations & Reputation Management
Crisis & Issues Management
Global Media Strategy & Media Relations
Media Training for Leaders & Executives

Storytelling, Brand & Digital

Strategic Storytelling & Content Production
Integrated Brand & Digital Communication
Brand Identity, Positioning & Development

Sport Strategy & Event Delivery

Sports Marketing & Commercial Growth
Fan Engagement & Global Outreach
World-Class Event Strategy & Execution

Our Partners

Partnering with world leaders, organisations, and corporate entities

We are a trusted partner for world leaders, governments, international organisations, sports federations, non-profits, corporate entities, and major global events.

No Finish Line International

Profile: No Finish Line International is the Monaco-based non-profit organisation behind the No Finish Line movement, which originated in Monaco in 1998. Since then, the concept has expanded internationally, with events staged across 9 countries, bringing together thousands of participants to support children and young people in need through sport and fundraising.

Our Work:
Leading the global expansion of the No Finish Line Global Series to more than 15 countries worldwide (2024–present)
Creating and leading the organising team of the No Finish Line International Charity Concert for Children (2026–present)

Lord Sebastian Coe – World Athletics

Role: President of World Athletics; IOC Member; Chair of the Diamond League; Chair of the Manchester United Mayoral Development Corporation; Vice Chair of Wasserman EMEA; Chancellor of Loughborough University; Double Olympic Gold and Silver Medallist in Athletics.

Our Work:
Led his IOC Presidential Campaign (2024–2025)
Strategic Communications & Media Advisor (2024–present)

Petra Sörling – International Table Tennis

Role: President of the International Table Tennis Federation (ITTF); IOC Member; WADA Foundation Board Member; ASOIF Executive Board Member; IMGA Executive Board Member; Vice President of the Swedish Olympic Committee; Masters World Champion in Table Tennis.

Our Work:
Directed her ITTF Presidential Re-Election Campaign (2025)
Strategic & Communications Advisor (2025–present)

Our Experience

Proven track record across sport, media, events, and global affairs

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 communications, brand strategy, media relations, and public relations for the Olympic Games, Asian Games, Arab Games, World Athletics Championships, World Handball Championships, the Asian Football Cup, and the No Finish Line International Series.

More specifically, he has held senior managerial roles at the Athens 2004, Doha 2006, Singapore 2010, Doha 2011, and Tokyo 2020 Games, overseeing media operations, public relations, campaigns, and global communications.

His collaborations extend to FIBA (basketball), IAAF/World Athletics, FIG/World Gymnastics, ITTF (table tennis), IBA (boxing), and ISSF (shooting), supporting high-stakes campaigns, governance reforms, crisis management, and 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 programmes for children in need.

The Team

International experts delivering strategy, communications, and world-class execution form the core team of Hermes Sports Strategies.

Managing Director / Chief Strategist
Leads overall strategy, client relationships, and agency vision; primary interface for high-level initiatives.
Media & Communications Expert
Executes media strategies, PR campaigns, and crisis management; maintains relationships with global media and key stakeholders.
Marketing & Brand Specialist
Delivers marketing campaigns, sponsorship strategies, and brand development projects.
Content & Creative Team
Produces speeches, 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.

Olympic Games

Years Experience

International Organisations

Contact Us

Reach out to unlock strategic partnerships and solutions

Yannis Nikolaou – Managing Director / Chief Strategist

Address

20 Boulevard Rainier III, Le Soleil d'Or, 98000 Principality of Monaco

HERMES SPORTS STRATEGIES