Our Story

Our Story: Living Loyal to the Game

"I believe sport is freedom."

For Anna Jagger, sport has always been more than a game.

"I believe sport is freedom. It is the one place where you can leave everything else behind, the noise, the pressure, the expectations - and just be. It is a universal language that breaks down barriers, allowing you to express exactly who you are through effort, grit, and movement. It is the freedom to push your limits and the liberty to fail, knowing you have the strength to get back up."

This belief is the heartbeat of Loyal To The Game.

Roots in Elite Performance

Anna’s "All In" philosophy is rooted in a genuine elite sports background. Her character was shaped in the high-performance culture of Los Angeles, where her family home was, whilst honing her competitive edge at the UK’s number one elite sports school, Millfield.

She knows the grit required to compete at the top level. She understands the discipline, the sacrifice, and the relentless drive it takes to be the best. But as she transitioned from the athlete on the court to the ultimate supporter on the side lines, her perspective shifted.

From the Court to the Side lines

As a mother of three multi-sport athletes, Anna found herself cheering from football pitches, basketball courts, and tennis baselines. It was there, on the side lines, that she realised the true power of sport isn't just in the winning—it's in the belonging.

"I’ve always loved sport—not just playing it, but everything it stands for: commitment, growth, and belonging. Watching my kids give their all to the game brought that feeling back. I wanted to create something that honoured that spirit, something that represented the people who give their all, not for attention, but because they care."

Building a Tribe, Not Just a Brand

Loyal To The Game was founded to bridge the gap between high-performance grit and the emotional resilience found in true teamwork.

Anna built this brand on a simple belief: Apparel is a symbol of a unified identity.

When you wear Loyal To The Game, it is a signal to others. It says, "I am part of this tribe, and I share these values." It is for those who show up with heart. It is a commitment to sustainability, ethical choices, and mutual support—ensuring the "team" looks after each other and the planet.

A Legacy of Loyalty

Under Anna’s leadership, the brand has grown from a side line passion into a recognized force in British sport. Building on our success as the Official Teamwear Partner for the Bristol Flyers (2024/25), we have deepened our commitment to the roots of the game. We are now proud to be the official teamwear partner for both the Bristol Academy Flyers and the Bristol Flyers Community.

In every aspect of her life—from raising athletes to building a purpose-driven business—Anna is guided by the mantra at the heart of the brand: