Endeavor China Confirms Acquisition Of Mailman Group

Endeavor China has confirmed its acquisition of digital agency Mailman Group, which includes the UK-based Seven League.

As part of the deal, Mailman will become part of Endeavor’s full-service cultural marketing agency, 160over90, and Endeavor says the move will ‘enhance [160over90’s] expertise in advertising, experiential, communications, and sponsorships’ for its brand clients including AB InBev, Marriott International, HSBC, and Visa.

Seven League, meanwhile, will integrate into IMG’s Media & Events division, enhancing its offerings across rights and distribution, sponsorship sales, client consultancy and broadcast production for federations and governing bodies.

“Mailman and Seven League are exceptionally well-respected content engines with a proven track record building fan engagement,” said Mark Shapiro, President, Endeavor.

“We share their commitment to helping the world’s best sports brands, leagues and teams build global digital media businesses, and know their expertise will be a tremendous value add for our current and future clients.”

“Our mission is to help rights holders build global digital media businesses, joining Endeavor China is a dream next step,” said Andrew Collins, CEO of Mailman Group. “We have built a reputation of connecting fans with sports, and now that we are arms locked with 160over90 and IMG, we have an enormous platform to drive both the audiences, the brand equity and monetization for our clients.”

Seven League CEO, Lewis Wiltshire, said: “Seven League has come so far in less than a decade since our Chairman, and my predecessor as CEO, Richard Ayers founded our business in 2012. We joined forces with Mailman in 2018, bringing together east and west, and now in 2021 we take our place within IMG, one of the most prestigious names in our industry.

“I see this acquisition as a coming of age not just for Seven League, but for digital itself. For a small digital agency like ourselves, to join IMG, the organisation that essentially created sports marketing, shows that digital is now an absolutely central part of how all sports rights holders will navigate the 2020s.

“We are so excited to bring Seven League’s ability to deliver digital excellence to IMG’s huge scale and reach. Together, we’ll be able to equip the entire sports industry with absolutely everything it needs to reach and engage new generations of fans.”

Mailman Group was established in 1999, and in 2018 it acquired Seven League, which was founded in 2012. It provides digital services for sports federations, leagues, teams and elite athletes, and employs approximately 200 people across 50 global markets. 

Mailman’s current clients include the NBA, the NHL, FIFA, Under Armour, and Chelsea in areas spanning digital strategy, transformation, digital marketing, social media, production, digital partnerships, PR, and ecommerce.