Monterosa Appoints Director Of Sports

Monterosa has appointed Ben Barker as director of sports, joining from TVC Group.

The newly created position will see Barker creating interactive mobile content and leading business development in the commercial sports sector.

In his previous role at TVC Group, Barker was head of sport and sponsorship where he led the TVC Sport offering, developing campaigns for British Gas, Betway, The Racing School, Whole Earth and 2XU.

Barker said: “Now is a really exciting time to be joining Monterosa, whose sports business has grown substantially in the past year. I will focus on transferring Monterosa’s IP and expertise across to the sports industry, bringing the same level of immersive experience to sports fans that the Monterosa has already created across the entertainment space.

“With recent client wins including adidas, and World Rugby, it’s clear that we have something special to bring to brands and federations who are looking to develop their interactions with fans. I aim to continue this growth by establishing a dedicated team to help Monterosa’s clients to maximise their brand relationships with sport through fan engagement and data.”

Tom McDonnell, CEO of Monterosa, added: “Over the last 12 years, Ben has worked with blue-chip brands and sporting federations across a global portfolio spanning football, rugby, F1, Olympics, cycling and sailing.

“He is a true sports-marketing specialist who has put together countless sponsorship deals, understands what brands need from their investment in sports, and has world-class contacts and experience. With Ben on board, Monterosa has all the elements it needs to deliver measurable ROI in sports marketing and position itself as a force in this rapidly evolving sector.”