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Nicoya delivers commercial projects on behalf of clients within sports, culture, entertainment and esports.  


Our founders have 30 years’ combined experience of delivering commercial results for some of the biggest venues, brands and events in the industry.

We’ll do it the right way. That’s just how we work.

James Sherston-Baker

James is our commercial and strategic lead and has worked on a wide range of sport and entertainment projects around the world.

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Tamara Sherston-Baker

Tamara is our sponsorship and events expert. She has 15 years’ experience in the industry, most recently at Royal Bank of Canada, where she managed their corporate social responsibility, sponsorship and events team.

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