The new global agency will use the power of sport and entertainment to create deeper connections for brands, talent and rights holders.

The services span:

  • sponsorship strategy and activation
  • social content strategy and production
  • PR and communications
  • live experiential events, and
  • talent management. 

Callaway Golf Europe has signed up as the agency's founding client for strategic consultancy services, with more to be announced in the coming weeks.

Martin and Wynne-Morgan will be backed by creative, technology and media company MSQ, its private equity funder OEP and MSQ's 1 200-strong talented team of strategists, creatives, data analysts and channel activation specialists, as they look to attract the best talent and the best agencies through a significant acquisition and organic growth strategy.

A number of acquisition targets in the United States and Europe have already been identified and conversations with industry specialists are underway. MSQ Sport + Entertainment's proposition will be differentiated by creativity, amplified by technology and enabled by data.

The agency will be powered by a proprietary data and insight tool — TRIBES — developed by MSQ agency Freemavens. TRIBES uses advanced analytics to harness and map digital conversations, content and curiousity at the pace of culture.

It enables clients to more deeply understand what makes their audiences tick and how to better connect with them with the right content, in the right place, at the right time.

Joint founding partners of MSQ Sport + Entertainment, Steve Martin and Jamie Wynne-Morgan, say, "By building from the ground-up and with investment for exciting acquisitions, we can create a dynamic global agency that is truly reflective of the current and future opportunities in the ever evolving sport and entertainment industry."

Jamie Wynne-Morgan says, "Technology will be integrated into our offering to intelligently accelerate insights, understanding and approaches to enhance the skills of our team, by working closely with the best minds and tools in this space within MSQ."

"It's MSQ's people and its culture — its strong belief in investing in specialisms, its B-Corp accreditation and its incentivised model that delivers effective internal collaborative working and growth — that really appealed to Martin and I," adds Wynne-Morgan. 

Martin adds, "The sport and entertainment industry is an emotionally charged, fast paced world. This is a huge opportunity for Wynne-Morgan and I to build an agile invested agency for the modern era. An agency that fuses technology and human expertise to keep pace with ever-evolving fan culture and behaviour in realtime to make sure brands never miss a moment. We believe it will be an attractive place for clients to work with and the best talent to work for."

Peter Reid, Global CEO of MSQ, says, "We've been looking at developing a world-leading sport and entertainment proposition for some time, that builds on the work currently going on within our agencies in tapping into talent and brands in this space."

"For us it was finding the right people with the right cultural fit and in Martin and Wunne-Morgan we have that in abundance. They are two of the industry's leading operators with a significant global track-record operating in an experience-driven space that is increasingly attracting greater consumer spend," adds Reid.

"We are thrilled to be working with them to create an agency that builds authentic connections between brands and cultural trends that are expressed through sport and entertainment. It is an area that is becoming increasingly critical for forward-looking brands and this new agency will deliver a significant increase in our capabilities in this area which is incredibly exciting," Reid adds.

The partners will be working alongside MSQ executive director Kate Howe to bring the agency's vision to life. Martin was global CEO and Wynne-Morgan was United Kingdom CEO of M&C Saatchi Sport and Entertainment, an agency they set up in 2004 and left in November 2023. They won Agency of the Year at the FEVO Sport Industry Awards a record seven times.  

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*Image courtesy of contributor