Industry Shorts: M&C Saatchi, Liverpool

M&C Saatchi Sport & Entertainment has announced the launch of a new dedicated brand experience agency, M&C Saatchi Live.

The announcement sees Kate Miller and Hannah Courtney promoted to leadership roles at the new arm, and will report to the UK executive team, CEO Jamie Wynne Morgan and joint MD’s Jodie Fullagar and Richard Barker. The agency says a greater emphasis has been placed on live experiences in recent years, with brands reacting to the public’s desire for meaningful experiential marketing.

Having created customer experience for brand clients including Coca-Cola, Reebok and NatWest, M&C Saatchi Sport & Entertainment was also honoured at the Sport Industry Awards 2019 where they took home the Experiential Marketing Award for their Samsung x Tough Mudder activation.

Liverpool players will wear the logo of LFC Foundation partner Right To Play on their shirts during the club’s Champions League clash with RB Salzburg at Anfield.

Positioned below the number on the back of the shirt, the logo will feature prominently in support of a multi-year partnership between the club’s foundation and the international charity. Fans who have already purchased a European shirt can pay £5 to have the logo printed on the back at club retail store, with all of the proceeds donated to Right To Play.

British Gymnastics has appointed Mongoose Sports & Entertainment as its exclusive commercial sponsorship agency as it seeks to broaden its commercial partnerships and activation campaigns ahead of Tokyo 2020.

Mongoose’s commercial division will be tasked with attracting relevant partners in key industry sectors ahead of the Games.

Birmingham 2022 has begun the search for marketing and creative services suppliers to drive awareness of the event over the next three years.

The organisations marketing and creative services tender is divided across seven different specialist lots, with prospective suppliers providing services across design, creative strategy and campaign development, PR, events, research & insight, mascot design, and customer relationship management.  

The Royal Life Saving Society UK (RLSS UK) says its partnership with Swim England has resulted in an “unprecedented boost” in the take-up of Rookie Lifeguard Instructor course.

The society credits the partnership’s focus on making it easy for leisure centres to get their existing swimming teachers qualified to teach the Rookie Lifeguard programme, and says an additional 500 instructors have qualified since March.

Cardiff City will appeal to the Court of Arbitration for Sport after FIFA’s player status committee ruled that they must pay Nantes a transfer fee for Emiliano Sala, who was killed in a plane crash two days after signing for the then-Premier League club.

Cardiff have so far refused to pay the transfer fee, claiming that the transfer was not concluded and that some details had yet to be finalised before the plane crashed on 21st January.

As a new Official Partner of the Sport Industry Awards, 23 Capital are continuing to expand within the sport sector. Already an established player, lending to some of sport’s biggest organisations, the company is at the forefront of capital solutions in the market and has a unique inisight on the rapidly changing and high stakes world of sport financing. 

To mark the new partnership, CEO and Co-Founder Jason Traub spoke to Sport Industry Group about the company’s aspirations, aims and insights, and the way it reads the future of money in sport. Read the full interview HERE.