What you are known for is a choice
Narrative Athletics is a strategic positioning and narrative advisory firm in professional sport.
We help athletes, clubs, and sports organizations turn identity into direction, opportunity and long-term value through a structured system of positioning, narrative and action.
Services
Narrative Athletics works across four main areas: the Athlete Positioning Sprint, Narrative Consultancy for professional and elite athletes, Narrative Positioning Review for clubs and organizations, and a Collaborator Network.
The work always starts in the same place: identity, and moves from there toward clarity, direction, and opportunity to value.
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A three-month program for active athletes. Powered by the Narrative Athletics App, it builds clear identity, maps opportunity, and produces four deliverables plus an activation checklist.
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An ongoing strategic sports business partnership for athletes that keeps the foundation active and builds on it over time. Designed to support elite athletes and a natural follow-on service for athletes who have completed the Sprint.
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For clubs and sports organizations: a strategic diagnosis of how its identity is currently functioning, where it is working, and where the largest untapped opportunities sit. Available in four configurations, from Essentials to Full Scope+, with the same account also offering an ongoing subscription for continued identity insight over time.
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An invited network of professionals, including agents, regional partners, and sport specialists, who apply the Narrative Athletics methodology in their own markets. Collaborators introduce athletes and clubs to the system, earning a structured fee per engagement, and can opt to gain access to the Narrative Athletics knowledge layer. Invitation only.
Most athletes and organizations know what they do. Far fewer know what they should be known for. That's where Narrative Athletics begins.
Who we work with
Narrative Athletics works with athletes, clubs/organizations, and collaborators that want to build stronger identities, clearer positioning, and meaningful partnerships within the global sports landscape.
Athletes
Athletes who want to become clearer, more intentional, and better positioned beyond performance. We help define identity, sharpen narrative, and build direction, during an active career and beyond it, that translates into stronger opportunities over time: from sponsorships and media presence while competing, to the business ventures, ownership structures, and intellectual property decisions that shape what comes after.
Clubs
Clubs and organizations that have built a real identity over years, or decades, but want to understand how that identity is actually landing: with players, sponsors, media, and fans. We help close the gap between what a club believes it stands for and what actually travels externally, turning years of accumulated identity into clearer commercial and reputational value.
Collaborators
Professionals working across sport who want to bring structured positioning thinking into their own markets, rather than build it from scratch. A closer connection to how Narrative Athletics works, and a role in bringing that method to the athletes and clubs they already work with.
How it Works
Identity first, rather than preference, is a sequence that has to hold, in that order, or nothing after it works.
Positioning without a clear identity is guesswork. Narrative without positioning is noise people forget by the next headline. Opportunities pursued before either exists start from zero every time, no matter how good the opportunity looks. Each step only holds if the one before it is real, which is why the method never skips ahead.
The same sequence, read differently depending on who is asking.
For an athlete, it means the identity that gets built has to survive longer than a single season or a single deal, because a career changes shape more often than people plan for. For a club, it means the version of itself that shows up in the boardroom has to match the version that shows up on a game day broadcast, or the difference becomes a cost, not a detail. For a collaborator applying the method elsewhere, it means the same starting point produces reliable results in markets Narrative Athletics does not reach directly.
None of this runs on instinct alone.
The Narrative Athletics App turns the process into something measured rather than assumed, a documented pattern built over time instead of a single conversation or a one-off questionnaire. How that system works in detail lives on its own page.
Meet the Founder
I'm Kiran Jones, founder of Narrative Athletics.
Narrative Athletics brings together everything I've experienced throughout my journey in sport, as an athlete, a founder, and a student of identity, positioning, and strategic storytelling.
Basketball has been part of my life for as long as I can remember. What started as competing on the court gradually became an interest in something happening beyond it: why some athletes, clubs, and organizations create lasting value while others struggle to define who they are beyond performance. The more I experienced the sports industry, the more I realized that performance may earn attention, but identity determines how that attention translates into opportunity. That realization became the foundation of Narrative Athletics.
Before founding the company, I spent several years competing as a semi-professional basketball player while studying in Spain. Experiencing sport from inside locker rooms, practices, and competitions shaped the way I think about identity, positioning, and long-term value in modern sport. Later, I joined The North Splash Basketball Academy in the Netherlands, where I served as Director of Basketball Operations. Building an organization from the ground up gave me a broader perspective on how clubs create identity, both internally and externally.
Alongside those experiences, I've continued to deepen my understanding of the business and legal side of sport. I hold a Bachelor's degree in Advertising, Marketing Communications & Public Relations, a Master's degree in Sports Law, and I'm currently completing an MBA in Sports Business Management through the joint program of Vytautas Magnus University and the EuroLeague Basketball Institute. I'm also pursuing my FIBA Agent License, expected in the second half of 2026.
Today, my academic work focuses on the evolving relationship between athletes, organizations, and audiences within the global sports ecosystem. Through my MBA, I'm researching how identity translates into external perception, media coverage, and long-term commercial value while working closely with professionals across the EuroLeague ecosystem.
At Narrative Athletics, I work with athletes, clubs, and sports organizations that want to become clearer about who they are, how they're positioned, and where they're going. My goal isn't simply to help people tell better stories, it's to help build stronger foundations that create direction, opportunity, and long-term value.
Insights
A selection of perspectives on positioning, narrative, and how value is built in professional sport.
Global Footprint
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Netherlands
Registered headquarters and main operational base.
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Spain
Active market within the EuroLeague ecosystem and foundations of the Narrative Positioning Framework.
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Lithuania
Home to MBA partner institution for the Narrative Positioning Framework and foundations in EuroLeague context.
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United States
Current active market for Narrative Consultancy with athletes building business, ownership, and opportunity beyond the game.
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Aruba
Secondary operational base, focused on Caribbean athletes and the region's basketball landscape.
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Croatia
Home to a Strategic Collaborator whose background bridges technology and sport, extending the Narrative Athletics methodology into new markets and strengthening the Collaborator Network.
Start a Conversation
Whether you are an athlete, a club/organization or an aspiring collaborator, every strong position starts with the right conversation.