FA Commercial Heads Start Sports Agency
The FA’s two commercial heads are leaving the governing body to form sports rights agency, Sport Collective.
Peter Daire (FA group head of sponsorship) and Sean McAuliffe (FA global head of business development) will leave the Wembley-based FA in March. Their new agency, Sport Collective, will work with sports rights holders to maximise commercial value and with brands to develop engagement strategies that deliver ROI.
McAuliffe said of the new venture: ‘We believe there is a genuine gap in the market to provide a bespoke service that’s based on first-hand experience of generating income and value for both rights holders and brands.’
Daire added: ‘Traditionally, rights holders have looked to agencies to maximise sponsorship income. We believe there’s a real opportunity to broaden that net and offer a service to drive revenues from a myriad of income streams across the board – broadcast, licensing, ecommerce and the many emergent digital platforms, including mobile.’
Stuart Turner, The FA’s group commercial director thanked the duo and wished them well with their new agency: ‘Peter and Sean have had a very successful six years at The FA. They have secured very strong commercial revenues and brought and managed an exciting array of partners. They leave with our full support and we wish them every success in their new venture.’
