MSQ Sport + Entertainment to Open in Amsterdam

MSQ Sport + Entertainment, the next-generation sport and entertainment agency group founded by MSQ, Jamie Wynne-Morgan and Steve Martin in June 2024, will expand to Amsterdam next month as the agency seeks to capitalise on its incredible momentum since launch and cater to expanded client demand.

Toan Ravenscroft will join the agency in early April as managing partner, to launch and build the business in Amsterdam through a significant organic growth and acquisition strategy, as the agency invests in building a world class team to deliver Dutch, European and Global briefs.

Toan brings two decades of experience creating emotionally-charged creative campaigns at the heart of fan cultures for brands and organizations, alongside building world-class agency teams, culture and client relationships.

Most recently he established and grew M&C Saatchi Sport & Entertainment in the Dutch capital, delivering award-winning creative activations for clients such as Heineken, Reebok, Sky Showtime, UEFA, the IOC, Shimano and The Night League.

Toan said, “The sport and entertainment sector is thriving. From the soaring number of brands entering Formula One to football intersecting with fashion culture; from the pull of the dancefloor to the streaming battle for the big screen, small screen and the screen in your hand. Sport and entertainment offers precious escapism, a sense of identity and live moments of communion in an increasingly fragmented world.”

“This playing field is potent for brands who want to create emotional connections, but it requires a specialist understanding, a respect for the depths of fan nuances, powerful creative ideas that cut-through, and delivery across disciplines at the speed of culture. That's who we are, that’s where we thrive, and this is the new game with new rules that we are focused on delivering in.”

Further hires are expected to be announced in the coming months as the agency invests in building a world class team to cater for a founding global client activating in Formula One, and with additional briefs in European football and live music on the horizon.

Jamie and Steve said, “Amsterdam is not just a creative, entrepreneurial, international centre, but a city that actively lives and breathes sport and entertainment. Toan’s experience, dynamism and understanding of the market, coupled with our experience of working together and shared ethos, make him the perfect partner as we continue to accelerate the agency’s growth. We cannot wait to have Toan on board from April.” 

The agency will use the power of sport and entertainment to create deeper connections for brands, talent and rights holders with services spanning sponsorship strategy and activation planning, creative development, social content strategy and production, PR and communications, digital and live experiences, and talent and influencer management.

Toan added, “MSQ is not an indie shop claiming to do things it can’t, nor a legacy network trying to re-invent itself. The senior leaders are shareholders, hands on and have a people-first mindset. The business is B-Corp certified, and I believe the tech-enabled and data-driven capabilities will turbo-charge our specialist creativity. It was the perfect fit for me, and I believe the ideal structure for what clients will need moving forward.”

MSQ Sport + Entertainment is backed by MSQ, private equity funder, OEP, and a 1,850-strong talented team of strategists, creatives, data analysts and channel activation specialists from across all MSQ agencies globally, the launch marks the latest step in the growth plan. MSQ’s already has a presence in Amsterdam via its PR and Creative agency, Smarts, which opened in the region in June 2023.

The news follows client wins with Virgin Media O2, a leading UEFA Women’s EURO 2025 partner and Glenfiddich and the completion of the senior leadership team in the UK, as well as MSQ’s continued expansion including the acquisition of US-based creative agency SPCSHP and the 350-strong customer experience agency UDG to create a pan-European digital powerhouse.