T1 Celebrates 28th Anniversary with New Brand Identity

T1 is celebrating their 28th anniversary today with a new brand identity, new purpose statement, a new focus on Full-Stack Sponsorship, and a new division, T1 Futbol.

The evolution of T1 is a response to the undeniable changes in the world over the past two years.

New T1 Brand Identity & Purpose

The evolution of T1’s brand identity is more than a logo update. The agency’s new purpose, Sponsors of Impactful Brands, is their ethos in supporting people and brands in their missions to impact communities, culture and society. This comes to life with the new focus of Full-Stack Sponsorship, bringing together three pillars: Partnership, Activation and Amplification.

“While the past two years have been demonstratively more challenging than the first twenty-six, we at T1 are alive and thriving, and have our dedicated community of T1’ers, partners, and friends to thank for that. As an organisation, we took a look inward to determine how we could best contribute to create sustainable change and a positive impact. We were inspired to reimagine our purpose and refine our offering as an agency, leveraging our decades-long legacy in sponsorship,” says Mark Harrison, founder, T1.

Introducing T1 Futbol

Launching today, T1 Futbol will be focused on brands in North America looking to tap into the passion the sport of soccer brings.

“From the programs T1 has built with our clients, to our team that lives and breathes the game on and off the pitch, T1 has long had the experience and passion for Futbol. With soccer continuing to grow from an international and national perspective, we saw an opportunity for T1 to create our own specialty division centred around the beautiful game,” says Imran Choudhry, managing partner, T1 Futbol.

Leadership Changes

The agency’s shift in focus has meant additions to the T1 leadership team to bring the evolution of the agency to life.

• With Imran Choudhry heading up T1 Futbol, Nithya Ramachandran has joined to lead as Interim general manager. Her experience with firms such as PwC, Edelman and NATIONAL Public Relations has seen her work in account and strategy leadership on brands such as Shell, SiriusXM, Keurig Dr. Pepper, Giant Tiger, Roche and Foundation for Black Communities. She has also worked in Spain, India and the UK.
• Steve Coakley joins T1 as VP, global partnerships with more than 15 years of experience building best-in-class partnership programs for global brands. He has extensive sports marketing experience on several continents through his work with Visa, Barclays Premiere League, FIFA, and the Olympics.
• Christy Cusack, VP, client engagement, also joins the leadership team. She has senior marketing experience at agencies such as CauseForce, Publicis and John St., as well as on the brand side at SiriusXM and Aimia/Aeroplan. She has worked on brands such as CIBC, KFC, Walmart, Citibank Princess Margaret Cancer Foundation, Stanford University and the Canadian Red Cross.
• Catherine Mass remains in her role as VP agency operations.