Sid Lee Launches Global Sport Practice Sid Lee Sport

Multi-disciplinary creative powerhouse, Sid Lee, has announced the launch of a new global sport practice: Sid Lee Sport.

The new vertical becomes the group’s global specialist agency for sport, providing a range of sponsorship, creative, and operational services for sponsors, rights holders and sport brands.

The practice will be headquartered in London with offices in Los Angeles, Montreal, New York, and Toronto.

Commenting on the commitment, Sid Lee’s Global CEO, Marie-Lise Campeau, 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."

Sid Lee has held a foothold in the European sport market since the group’s merger with UK sponsorship and event agency Infrared in 2021. Tommy Hilfiger, Visa, UEFA, OPPO, and Lidl are amongst a growing roster of top-tier brands and rights holders that have been won and serviced from London valuing Sid Lee’s creative-led approach and sponsorship activation expertise.

“We believe sports marketing can and should be done better. Sid Lee Sport is proof that ground breaking creative work, sponsorship expertise, and flawless operational delivery can not only sit under one roof but maximise returns for our clients when they are truly integrated. This approach will now be supercharged at a global level,” said Stephen Hall, CEO of the new sports practice.

“For any brand in sport, this means the opportunity to out-perform the competition with fame-driving strategies, campaigns and experiences using just one agency. In an era where budgets and ROI are being scrutinised more than ever, this is about delivering more creative, more efficient and more effective work for our partners.” Stephen continued.

Stephen - an industry veteran who initiated McDonald’s sports sponsorship programme in the UK before running sponsorship and event management agencies - has spent the last three years at the helm of Sid Lee London, and now moves into the global CEO role for Sid Lee Sport. Further announcements on talent and leadership will follow.