Alex has been using his contacts and spare time to develop other business opportunities since 2006. As a director of Key Player, he has generated business with a number of leading brands both inside and outside the sports industry.

Arising from the needs of clients, Alex has helped source partners for those he is already working with to create new opportunities. As an example, Key Player brought together the British and Irish Lions and the tourism boards of Australia to produce and manage a project promoting the Lions tour to travelling rugby fans. Other campaigns have included bringing Dress to Kill and Infiniti cars to Macau Tourism and British Cycling together with Exsus Travel.