About AJP
Every Athlete Has a Journey.
The right partners can help take it further. Athlete Journey Partnerships exists to connect ambitious athletes with commercial partners who want to be part of that journey.
Why This Exists
Bridging the funding gap.
Sporting potential can be lost long before the ability disappears. For many athletes, the harder challenge is reaching the point where their talent has the chance to be fully seen.
AJP was created around the belief that commercial relationships should not have to wait until after the breakthrough.
For many ambitious athletes, reaching the next level requires significant investment long before their sport provides a sustainable income. International competition, travel, coaching and professional preparation can all create a substantial financial burden for athletes and their families.
AJP exists to help bridge that gap: building compelling athlete stories and connecting them with businesses that see genuine value in becoming part of the journey.
On location
The Founder
Built from firsthand experience.
Elliot Ward founded this project after living the reality. He now works to change for others, pursuing sponsorship, building commercial relationships and developing his own sporting journey as a competitive snooker player representing Israel internationally, most recently selected for the Seniors event at the 2026 EBSA European Snooker Championships in Sofia, Bulgaria.
That experience (understanding what it takes to fund competition, travel and preparation, while creating genuine value for the businesses behind it) is what led to this project: built on lived experience in competitive sport, not decades of agency history.
Elliot Ward, Founder | Commercial & Sponsorship Representative. Also an active international snooker competitor representing Israel.
Shachar Ruberg · AJP Athlete Ambassador
A Relationship Built Through Snooker
Elliot first got to know Shachar Ruberg through the Israeli snooker community before Athlete Journey Partnerships existed.
Shachar had already built an established career as a European champion, multiple-time Israeli champion and coach, while Elliot was developing his own involvement in the game.
That relationship has since entered a new chapter. AJP now represents Shachar commercially, while Shachar also serves as an AJP Athlete Ambassador — bringing his experience as a competitor, coach and long-standing figure in Israeli snooker into the wider AJP journey.
Shachar Ruberg · AJP Athlete Ambassador
Shachar Ruberg is AJP's Athlete Ambassador: a European 6-Red Champion and six-time Israeli national champion who continues to compete internationally while coaching and supporting the next generation of the sport.
The AJP Approach
A considered, individual approach.
Every athlete AJP works with is treated individually: their story, their stage of development and the type of support they actually need. AJP does not offer a one size fits all package, and does not promise sponsors, guaranteed placements or fixed outcomes.
What AJP offers instead is direct, hands on involvement: professional preparation, honest guidance and a genuine understanding of what it takes to compete, built from firsthand experience rather than a standard agency playbook.
AJP is deliberately selective. Growth is not measured simply by the number of athletes represented, but by the quality of the relationships and the level of support each athlete receives.
Our Vision
Beyond one sport. Beyond one country.
This begins with athletes and relationships built in Israel, through snooker. But the ambition is broader: to connect ambitious athletes with companies that want meaningful, authentic involvement in their sporting journey.
We're building long term commercial relationships, not simply selling advertising space: a foundation that can grow to include more athletes, more sports and more countries over time.
AJP was created from firsthand experience, but it is being built around a wider purpose: identifying promising sporting journeys early and helping athletes develop the commercial relationships that can support what comes next.
The Ecosystem
Building the ecosystem around the athlete.
Commercial development does not exist in isolation. AJP is building relationships across sport, technology, media, digital platforms and business to create stronger opportunities around the athletes we represent.
Ready to Start the Conversation?
Whether you're an athlete looking for support or a business exploring a partnership, AJP is happy to talk it through.