alacria exists to help others thrive

We create connection through experiences that are designed to enhance, using data and technology, growing lifetime customer value.

We are a strategic management consultancy which partners with clients from the private, public and not-for-profit sectors to define, harness and develop their strategic advantages to capitalise on the experience economy.

Experiences create connection

We enhance, using data and technology

alacria works with our clients to develop solutions that redefine experiences, utilising a three-pronged approach with technology as the enabler.

We execute simply and smartly.


By ensuring your customer’s experience is enjoyable and seamless, we grow their future value and build advocacy


We help you organise , understand and monetise customer data; creating insights that will improve decision making and enhance future experience


We value, design and articulate your proposition to optimise returns. In doing so, we grow the investment you can direct toward your purpose

Building lifetime customer value

We specialise in:

– Strategy
– Experience design
– Program development
– Media rights strategy
– Rights structure, valuation & sales
– Major facility commercialisation
– Marketing strategy
– Brand development
– Product development
– Analytics
– Insights development
– Business intelligence systems
– Tender/RFP response
– Agency assessment
– Contract negotiation
– eSports strategy

Why work with us


We believe there is a better way and will be brave in finding it


We do what we say we will, with confidence given we’ve done it before


A collective of the best minds and experience for you to tap into. We help turn strategy into action

True Care

alacria was born from a desire to make a real difference. We are passionate about what we do and care for our community, people and clients.


We balance all considerations in our decision making and act in the best interest of our clients, always.


Extensive and multi-faceted. Don’t take our word for it, ask around.

What we’ve done

We have worked to deliver great outcomes for our clients including:

Developed a data commercialisation strategy for one of the world’s largest media companies;

Worked with a number of sports to design, market and commercialise their participation experience;

Delivered a strategy for a major sports league to help them make more evidence-based decisions;

Helped a leading Australian production company develop a strategy and secure funding for the build of a transformative, world leading sports officiating and content production facility;

Opened up new and diversified revenue streams for a digital marketing agency

Designed and delivered the Commercial transformation of an Olympic sport’s operating model

Provided product development and global market analysis and valuation for an emerging sports technology business

Developed the future strategy for a major Olympic sport, with a renewed focus on participant and volunteer experience

Our team

Chris Nunn

Chris has become one of very few successful and widely trusted advisors to the APAC sports and entertainment industry.

Having worked for fifteen years within Australian sport in various commercial roles across the AFL industry, where he worked on taking AFL to China and for Cricket Australia, where he worked on transforming MILO Have-a-Go to In2Cricket and T20 Blast, Chris turned to consultancy in 2015.

Most recently as Managing Director, APAC of Futures S&E, Chris has guided the senior executives of most major sports’ rights holders, broadcasters, platforms and brands through the complex market, ensuring they maximise their returns and make the best decisions they can.

Luke Bould

Recognised as a leader in sport and entertainment, Luke has worked in the industry for over 20 years.

Luke’s experience includes 6 years as Chief Commercial Officer and Chief Marketing Officer of Football Federation Australia from 2014-19, having previously spent nine years as Head of Commercial for both Cricket Australia & Athletics Australia. He has unique experience in creating new products and experiences, including the development of BBL, football’s FFA Cup and MiniRoos junior program, evolution of A-League & W-League and development of FFA’s E-League efootball tournament.

His experience in creating customer connection and business value through marketing, sponsorship, broadcast and digital media has seen him engaged as a speaker and consultant in many global markets. In 2019 he was recognised, through his inclusion on the CMO50 list , as one of Australia’s leading marketers.

Luke is a Non-Executive Director of the FIBA Women’s Basketball World Cup 2022.

Dino DiPierdomenico

Is a founding director of the world’s leading sports participation services company, DMC Sports.

With more than 23 years experience in Australia, the UK and USA, Dino is an expert in sports licensing, fulfilment and membership services.

His ability to commercialise brand through licensing concepts has generated incremental client revenue. Dino’s experience lies in being able to think outside the square; utilising his vast international network he is continually seeking a smarter way.

Dino is heavily involved with community initiatives, as well as providing his time at board level for several not-for-profits and clubs.


Social feeds

It would be great for sport in Aus, Oceania and South East Asia to see the @Olympics back in the region in 2032. Lots of opportunity to have positive impact on the health and well-being of young people in the region through new participation initiatives.

We are really proud to be working with @usacricket to grow the great game in the US and get more American girls and boys active and participating in sports. With our great team Stateside and the passion of those involved in the American game, we'll get a great outcome.


Nate Hays (@CricFanUSA) spoke with @jamiepaullloyd of USA Cricket & Luke Bould (@ldbould) of Alacria on the thinking behind @usacricket's upcoming nation-wide program to drive participation growth ⤵️

🚨 Podcast Alert 🚨

@ldbould, Director at @alacriaglobal & recognized as one of Australia's 50 most innovative CMOs - joins @ajmaestas to discuss the competitive Australian sports market.

Don't miss the new episode, linked below!


26M people in Australia with 15 professional sports leagues.

@ldbould, Director at @alacriaglobal, joins the show this week to discuss the competitive sports market in Australia, along with the importance of attracting new fans & keeping them engaged throughout their lifetime.