Gravity Road Appoints Curran To Lead Sport Practice

Creative company Gravity Road has appointed global sports marketing expert Dominic Curran to lead a new practice, Gravity Road Sports, which will primarily be run out of its New York HQ. 

Curran, who was previously UK Managing Director of Synergy (which later became ENGINE Sport) was most recently Managing Director, Brand Services at SPORTFIVE in New York. He also served as Bacardi Brands’ first Global Director of Sports, running worldwide campaigns for the drinks brand, including Martini’s sponsorship of Formula 1. 

Gravity Road, which is part of global brandtech group You & Mr Jones, says it has created Gravity Road Sports to meet the increasing need from marketers to digitally transform their sponsorship and sports marketing. 

The practice will draw on the award-winning creative innovation and strategic expertise of Gravity Road and the technology toolkit that You & Mr Jones enables to ‘create things that sports fans want to spend time with’.

“There’s a knowledge and expertise gap between traditional sports marketing and the digital transformation currently happening and it is creating the biggest opportunity for change I’ve ever seen in the industry,” said Curran. 

“With the creative and strategic expertise of Gravity Road matched with the technology at our fingertips through the You & Mr Jones group, we want to help brands and properties adapt to make their sports marketing better, faster and cheaper in a modern, brandtech future.”

The brandtech group, which is valued at $1.3 billion (£950 million), has investments in many of the world’s most exciting new technology companies, including Niantic, the creator of gaming phenomenon Pokémon GO and Harry Potter: Wizards Unite, and AI Foundation, which recently launched Digital Deepak, a wellness app with an AI version of Deepak Chopra.