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2016 Ryder Cup Captains 
Davis Love III (USA) 
Darren Clarke (Europe)

Commercial Track Record 

Selected Clients include.

  • Swedish retail bank

  • Canadian investment bank

  • Fund services supplier

  • Global transport provider

  • International airline

  • International hotel chain

  • Energy supplier

  • Human rights security association

  • Sport bodies - rugby, tennis, athletics. 


Founder Bio

Industrywide Change




Nuala Walsh is a Non-executive Director, behavioural scientist, and award-winning marketeer with three decades in investment management.. Roles include CMO of  Standard Life Aberdeen, and senior roles at Blackrock, Merrill Lynch and PA Consulting Group. As MindEquity CEO, she advises Fortune 500 leaders globally. 


Recognized among Top 100 Most Influential Women in Finance by Dow Jones’ Financial News. Views feature in Harvard Business Review, Psychology Today, Inc, Forbes, BBC, and Fox Business.


Board appointments span business, sport and non-profit organizations including the Football Association, UN Women, World Athletics, and Innocence Project.


Holding multiple first-class Masters Degrees, she is a visiting speaker at Harvard Kennedy School, INSEAD and the London School of Economics. 

Applied Behavioural Science 



Applying bespoke change and communication strategies to build risk, compliance, product, HR, and marketing functions.


Solutions explore social norms; default systems;  priming; nudging; framing; signaling, and incentivization.

The Team. MindEquity works with a panel of seasoned industry specialists. to multiply value for clients.

Advisory Board to be announced.

Publications &  Interviews:  

Sports Marketing

Golf- Rugby - Tennis - Racing - Football - Athletics

Image by Nicolas Hoizey


Architected 1st worldwide partnership with Ryder Cup in its 100 year history. Activated high-impact strategies in Europe (2012) and US (2016). Multiple award nominations. 1st Ringing of Nasdaq Bell with Captains. View here.

Led sponsorship of historic 2017 Tour to New Zealand.Broke previous media and ROI records. Awarded BT Sport 'Partnership of the Year' - a 1st for an investment firm.  Various interviews and player awards


Member of the FA Council and the Inclusion Advisory Board, the regulatory body for English football aiming to minimize discrimination. Member of the Culture and Appointments Committee.


Member of World Athletics (formerly IAAF) Gender Leadership Taskforce set up to advance equality and implement change. across 214 federations. Launched in Bahrain with former Olympians and Sheikh Hamad bin Al Khalifa.

TENNIS - ATP Tour of Champions

Cash Algarve06 (13).JPG
Cash Algarve06 (13).JPG

Negotiated and activated the 3-year global sponsorship of ATP Seniors tennis tour across14 cities  (2003 - 2006)


Featured legends including John McEnroe, Bjorn Borg, Boris Becker, Goran Ivanisvich, Henri Leconte, Pat Cash. 


John McEnroe
World Number 1 Singles Player (1980) and multiple Grand Slam Winner


Barcelona 2006
An ATP Tour of Champions Event

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