Onside Expands With Bayridge Takeover

Sports and entertainment consultancy ONSIDE is targeting the expansion of its international operations through the acquisition of UK agency Bayridge Sports and appointment of the business’ Founder into a senior position.

Dublin-based ONSIDE said the recruitment of Jon Long (pictured), who takes on the role of Managing Director – UK and Middle East, along with additional investment and an expanded workforce in the UK and Ireland, will enable it to broaden the reach and impact of its intelligence and advisory services.

Initial ONSIDE international clients include British Triathlon, England Hockey, Cricket West Indies, snooker player Judd Trump, and the new London-based immersive media and entertainment business, Outernet.

John Trainor, ONSIDE’s Founder and Chief Executive, said, “It has been a tough 24 months for the sports and entertainment sector but our regular industry and consumer research gives us lots of reasons to feel positive about our role in the recovery story and the confidence to expand our footprint.

“The commercial models of rights holders are changing and the marketing priorities of brands are evolving. In this context we have seen increasing demand for our unique combination of exceptional intelligence, practical advice and commercial support. This next phase of our growth will enable us to support a wider portfolio of clients.”

Long, formerly a member of the leadership team at the International Cricket Council, founded Bayridge Sports in late 2018.

Long said, “ONSIDE provides a service level to brands and rights-holders that is unique in the market. It is a privilege to deepen my place in a team that I see having a real commercial impact on clients and the industry on a daily basis.

“This is a natural next step in a partnership that has seen John and I deliver on projects with major organisations in Europe, the Middle East and North America over the past 18 months.”

Image credit: ONSIDE