International creative agency Sid Lee has announced the launch of its new global sport practice, Sid Lee Sport.
Sid Lee Sport will be the group’s global specialist agency for sport, providing a range of sponsorship, creative, and operational services for sponsors, rights holders, and sporting brands.
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The practice will be headquartered in London, with offices in Los Angeles, Montreal, New York, and Toronto.
Sid Lee’s global chief executive Marie-Lise Campeau has said: "We are seeing growth in all areas of sport but the complexity of the category means brands within this space deserve specialist agencies.
“This is why Sid Lee is doubling down on its legacy in sport to offer a new breed of agency combining unparalleled creativity with deep sponsorship expertise."
Stephen Hall, former chief executive of UK sponsorship and event agency Infrared, head of sport sponsorship at fast food giant McDonald’s (Sid Lee claims he initiated the company’s sports sponsorship program in the UK), and most recently three-year chief executive of Sid Lee London, is set to be the chief executive of the new practice.
Hall added: “We believe sports marketing can and should be done better. Sid Lee Sport is proof that groundbreaking creative work, sponsorship expertise, and flawless operational delivery can not only sit under one roof but maximize returns for our clients when they are truly integrated. This approach will now be supercharged at a global level.
“For any brand in sport, this means the opportunity to outperform the competition with fame-driving strategies, campaigns and experiences using just one agency. In an era where budgets and ROI are being scrutinized more than ever, this is about delivering more creative, more efficient, and more effective work for our partners.”
The formation of the agency adds to Sid Lee’s existing sports presence following its 2021 merger with Infrared.
Sid Lee has previously worked with organizations and brands such as European soccer's governing body UEFA, Tommy Hilfiger, Visa, OPPO, and Lidl.
