Mongoose Acquires Generate Sponsorship

Mongoose Sports & Entertainment, part of the Mission Marketing Group, has acquired Generate Sponsorship to form one fully integrated sponsorship agency.

The agency will combine Mongoose’s existing brand activation approach with Generate’s consulting, activation and sponsorship sales capabilities, with the combined offering allowing Mongoose to deliver creatively led and commercially focused sponsorship services for brands and rights holders.

Mongoose is a joint venture between Mongoose directors and the Mission Marketing Group – a marketing, communications and advertising group made up of 13 multi-sector agencies.

Mongoose sponsorship focus supports the group’s growing capabilities in the sports sector alongside mission agency, Speed Communications, which has a dedicated sports and fitness communications division.

Mongoose works with a line-up of national and international brands including Erdinger, AJ Bell, Champagne Lanson and Thomson Reuters.

Generate’s Rupert Pratt and Andy Muggleton will join Chris O’Donoghue, Laura Pollard and Philippa Stewart from Mongoose to form the new senior management team.

Based in London, Generate has a long track record of working with global brands and rights holders across sport, entertainment and CSR, and has a portfolio of clients including QBE Insurance, England Golf, Rugby Europe and Cirque du Soleil.

Chris O’Donoghue, who will continue as CEO, said: “After 13 years, Generate have a remarkable track record and have built a fantastic reputation. It was clear that our approach and their ambitions are perfectly aligned. Together with Mongoose and our collectively talented teams, we have an opportunity to create one of the leading sponsorship agencies. We have hugely exciting plans in the pipeline that we look forward to announcing soon.”

Rupert Pratt, managing partner of Generate, commented: “In Mongoose and the missiont we have found a partner that shares our big ambitions and commercially focused delivery. The acquisition enables us to offer clients a genuine 360 degree service offering and take the agency into its next phase of growth. Sponsorship has evolved; our collective aim is to build a service offering for the next generation of sponsorship requirements.”