Shorts: MSQ, Bet365, Newcastle United FC

MSQ Sport + Entertainment has appointed Seth Jones to its five strong leadership team as the agency’s Creative Partner.

Jones joins MSQ Sport + Entertainment with more than 18 years’ experience with the likes of Elvis, Analog Folk, Tribal Worldwide, COPA90, We Are Social and M&C Saatchi. 

In his new role, Jones will oversee all the creative output across MSQ Sport + Entertainment’s diverse range of clients, helping to build and guide a team that can deliver groundbreaking work. 

Jones is the third senior full-time hire made since the agency launched last June, following the announcement of former Sky Creative Strategy lead Georgia Bridgwood as Strategy Partner and former Havas Play leader Kim Broadbent as Managing Partner.   

Seth, Georgia and Kim will work alongside agency founders, Steve Martin & Jamie Wynne-Morgan. 

Jones brings significant creative experience to MSQ Sport + Entertainment. Most recently, Seth led all integrated and social creative at M&C Saatchi London. Prior to that, at We Are Social he helped lead the creative output, key agency accounts and the department

Jones said, “I was raised by a sport-obsessed Dad and an art-obsessed Mum, and I netted out somewhere in the middle.  This is a dream opportunity for me, to work with such a dynamic team at the advent of their already thriving venture. I’m energised by the chance to work on brands and properties in sport, entertainment and culture that people actually like, even love. MSQ Sport & Entertainment is off to a flying start, and I can’t wait to get stuck in and supercharge the creative output for the business and more importantly our world-famous clients and partners.  

Founding partners, Wynne-Morgan & Martin,commented, “Seth has an incredible creative track record and is one of the most experienced creatives in our space.   He is one of those truly discipline neutral creatives that can turn his hand to anything.  His passion & dedication to the craft and the work is infectious.  Seth has full autonomy to build the creative department that he believes will make us stand out from the crowd and we can’t wait to see what he can achieve”.   

Bet365 has secured exclusive rights to the sports betting category at Allianz Parque in São Paulo.

The UK-based gambling operator has reached an agreement with Allianz Parque, the home stadium of Brazilian Serie A club Palmeiras, to occupy all sports betting media assets within the venue.

The partnership has been facilitated by WTorre, the company managing the stadium’s operations.

The deal includes year-round brand exposure across Allianz Parque’s media platforms and the use of a dedicated VIP box with capacity for 36 guests, offering access to matches and other events.

This development comes as Brazil’s regulated sports betting market continues to expand, with new legislation approved in late 2023 aimed at structuring the country’s gambling framework.

Paul Mitchell, Sporting Director at Newcastle United, has announced he will leave the club by mutual consent at the end of June.

Paul joined the club in July 2024, reuniting him with Magpies CEO Darren Eales, who had previously recruited Paul to Tottenham Hotspur in 2014. Due to health reasons, Darren will be stepping down as CEO in the near future.

During Paul’s tenure as Sporting Director, the club won its first major domestic trophy in 70 years by lifting the Carabao Cup in March 2025 and has secured Champions League football for the 2025/26 campaign.

Paul leaves with the club’s best wishes and the Board has expressed its sincere thanks to him for his professionalism and diligent service.

Paul Mitchell, Sporting Director, Newcastle United, said, “It has been an honour to be part of the club and to work with some incredible people.

“The club is in great hands on and off the pitch, and is in a fantastic position to continue building. I’d like to wish everyone connected with Newcastle United a bright and successful future.”

British Triathlon has appointed Imogen Gaunt as Director of Brand, Engagement and Membership, the third addition to its executive team this month.

Her arrival has brought a focus on British Triathlon’s ambitions to raise the profile of triathlon, grow participation in the sport and drive growth and improved engagement across the swim, bike, run community.

Imogen has brought experience of evolving brands, building communities and implementing data-driven acquisition campaigns across grassroots, professional and elite sports.

Imogen Gaunt said, “I’m looking forward to building on the work that has already been done through leveraging the performances achieved at the Olympics, Paralympics and other major events.

“I am looking forward to seeing how I can use my experience to help British Triathlon with participants, fans and the whole swim, bike run community.”

Royal London has opened applications for its annual ‘Championing Women and Girls’ Grassroots Rugby Award’.

The initiative has been established to recognise four clubs per year, one chosen from each Union across England, Ireland, Scotland, and Wales, who will receive a trophy plus a £10,000 grant to invest in their women and girls’ programmes.

Building on Royal London’s commitment as founding partner of the British & Irish Lions Women’s Rugby Team, the programme has been designed to support the long-term development of women’s rugby across the UK and Ireland.

It aims to recognise grassroots clubs which have been championing participation, inclusion, and equality within their local communities..

Last year, the inaugural award saw over 120 clubs applying, with winners including Guisborough RUFC (England), Cooke RFC (Ireland), East Kilbride RFC (Scotland), and Clwb Rygbi Caernarfon (Wales).

Shaunagh Brown, Royal London ambassador, said, “Grassroots rugby is the backbone of the game, and as a former player and now coach, I see firsthand the positive impact it has.

“Whilst things are improving, there’s still a long way to go to give more women and girls the opportunity to experience rugby.”

Boxer Fabio Wardley has secured a sponsorship deal with Ipswich-based business lender Fleximize.

The Suffolk fintech company has announced its support for Wardley ahead of his upcoming fight against Justis Huni.

The fight against undefeated Australian Huni is considered a significant, career-defining moment in Wardley’s career and is set to be broadcast live globally on DAZN, showcasing the Suffolk athlete on an international platform.

Fleximize, which has grown from a small team to employing over 90 people, stated that Wardley’s journey reflects the ambition seen in the small businesses it supports, understanding what it takes to overcome challenges and achieve growth.

Peter Tuvey, CEO of Fleximize, said, “Fabio’s journey from Ipswich to the biggest stage in boxing mirrors the ambition we see in the small businesses we support every day.”

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