Two former media executives from News Corp Australia, Clare Starling and Nicole Comerford, have ventured into the world of sports management with a mission to level the playing field for female athletes. Their newly founded agency, Inner Sanctum Sports Management, is dedicated to bridging the gap in sponsorships and career opportunities for women in sports.
Established in May last year, Inner Sanctum has already made a significant impact, supporting over 30 female athletes and securing more than $200,000 in sponsorship and endorsement deals. The agency, which is accredited by the National Rugby League (NRL), is also working on expanding its reach across other sporting codes.
Currently, Inner Sanctum exclusively represents nine athletes from a variety of disciplines, including triathlon, water polo, gymnastics, skateboarding, ultramarathon running, and professional boxing. Their work aligns with the broader growth of Australia’s women’s sports industry, which is expected to generate $49 billion in customer value over the next decade, according to the Victorian Government Office for Women in Sport and Recreation.
For Starling and Comerford, this initiative is about more than just business—it’s about driving long-term change in corporate Australia’s approach to women’s sports. They aim to shift the conversation from meeting quotas to making meaningful, strategic investments in female athletes.
“After working in the media industry for over 23 years and meeting individuals from all walks of life, the same stories and conversations that stuck with me were those from female athletes who never believed in their value,” said Starling. “There are countless female athletes who have made it to the professional level, yet are still living below the poverty line, which is completely unfathomable.”
The agency’s business model is rooted in its founders’ expertise in marketing and strategic partnerships. Drawing from their careers at News Corp, Starling and Comerford are positioning Inner Sanctum as more than just a talent management firm—it’s a connector between athletes, brands, and the wider community. Their focus is on crafting integrated marketing strategies that amplify the value of female athletes in commercial partnerships.
The duo’s collaboration is built on years of professional experience and shared ambition. “Nicole and I have been colleagues and friends for the better part of eight years, and now as co-founders, we have never been more passionate about disrupting the industry and being the leaders of change,” Starling said.
Comerford emphasised the need for data-driven insights to change perceptions about women’s sports. “It’s no secret women in sport are undervalued, not because of their talent, but due to a lack of advocacy and data-driven insights. We are using our expertise to change the narrative and ensure female athletes are offered the sponsorship, partnership opportunities, and financial support they deserve,” she explained. “We are so much more than traditional talent agents, our marketing expertise positions us as pioneers setting a new standard in women’s sport.”
She also stressed the importance of shifting corporate mindsets. “Corporate decision makers need clear data to see the value of engaging with women’s sports to switch the dial from a quota-driven decision to a strategic investment… With the connections and capabilities to champion female athletes in the boardroom, we serve as their strategic voice, holding corporate Australia accountable to ensure they are receiving the recognition and opportunities they deserve.”
Starling and Comerford see Inner Sanctum as more than a business—it’s a movement toward permanent change. “It is now in our hands as a leading female sports management agency to take corporate Australia on a new journey, creating generational change where equality is the norm, not the exception.”
