About Narrative Athletics
Narrative Athletics was founded on a simple belief: identity should not be left to chance.
For many athletes, sport becomes more than competition. Over time it becomes structure, community, and identity. Practices, games, teammates, travel, wins, and losses slowly shape how athletes experience the world and understand themselves.
For years, life follows the rhythm of the game.
But the reality of sport is that the game eventually changes.
For most athletes there is no retirement ceremony or clear final chapter. Instead, there is a gradual shift. Seasons end, opportunities evolve, priorities change. One day the schedule that once defined everyday life no longer exists in the same way.
And in that moment many athletes realize something deeper: the game did not only shape their career, it shaped their identity. Narrative Athletics was created at the intersection of that experience.
Founded by Kiran Jones, a former semi-professional basketball player with a background in Advertising, Marketing Communications & Public Relations, a Master in Sports Law, and an ongoing MBA in Sports Business Management at the EuroLeague Basketball Institute.
Narrative Consultancy is active with athletes navigating what comes beyond performance. In one case, an idea an athlete had been carrying on the side became the starting point, developed into a real strategic concept, with a clear path for how to grow it and make it meaningfully more profitable. Identity, turned into something concrete enough to build on.
On the organizational side, Narrative Athletics has completed three Narrative Positioning Reviews for EuroLeague-level basketball clubs, produced as part of the Final Master Thesis Narrative Positioning Framework as a Strategic Tool for Professional Basketball Clubs: Development and Validation in the EuroLeague Context, examining how internal identity does or does not translate into external audiences, media coverage, and commercial value. That work builds on active relationships within the EuroLeague ecosystem developed through the MBA program.
Narrative Athletics works with athletes and organizations to define identity, sharpen positioning, and build clear direction that can translate into real-world opportunity over time.
Our Perspective
Narrative Athletics works closely together with athletes, clubs, sports organizations, and collaborators to help define identity, sharpen positioning, and build direction that leads to aligned and valuable business opportunities.
In modern sport, performance creates visibility, but visibility alone does not create understanding. Identity, positioning, and narrative determine how athletes and organizations are perceived, and what opportunities become available over time.
In practice this means working with athletes through Narrative Consultancy as an ongoing strategic partnership, with clubs through the Narrative Positioning Review, and with collaborators who apply the same methodology in their own markets.