As part of the agreement, VERO, whose CEO Mike Lee OBE played a key role in London’s successful bid to host the 2012 Olympic and Paralympic Games, will become an affiliate of Edelman.
The move reflects a shared campaigning approach to communications as well as increasing corporate interest in sport, particularly in the UK ahead of London 2012. The alliance will create a new and powerful offer, specifically in the expanding sports business market. Sport sponsorship investment in the UK alone is estimated at more than £1 billion annually.
Edelman’s global sports and sponsorship marketing practice worked with seven clients during the 2006 Olympic Winter Games in Torino and represents a wide range of properties and major event sponsors. Edelman’s UK consumer arm, JCPR, has managed a number of major sports campaigns, including O2’s England Rugby sponsorship and the redevelopment of Wembley Stadium.
VERO – whose clients include domestic and international sports bodies, cities bidding to host major events and businesses who want to use sport to enhance their brand – offers a narrative-based and campaigning approach to internal and external relations. Lee, the former Director of Communications and Public Affairs for the London 2012 Olympic bid, was also PR Week’s “PR Professional of the Year” in 2005.
Edelman Europe CEO David Brain said: "This is the right time for Edelman and VERO to join forces. Edelman’s global network and expertise together with VERO’s unique experience and track record will be a winning combination in a number of sectors, most notably in sport.
"The preparations for London 2012 and the imminent opening of the new Wembley Stadium mean that the UK is growing in importance as a hub for the £125 billion global sports industry, and we are perfectly placed to advise clients on the opportunities that this creates.
"Internationally, the industry and its media landscape have become increasingly complex, meaning that clients are demanding higher-level consultancy and strategic planning. Together, Edelman and VERO can offer the market a sophisticated approach and unparalleled industry knowledge."
VERO CEO Mike Lee said: "I’m delighted with this agreement. We have built a strong client base in our first year of operating, and Edelman’s international network, broad-based expertise and rapidly growing roster of sports and entertainment clients mean that they are the ideal partner for us.
"Together, we will offer something special to the growing range of businesses that want to engage with sport to enhance their brand, with sports bodies that want to achieve new goals and to cities bidding for major international events. In addition, the campaigning approach of the agencies will provide new opportunities in other sectors.
"With VERO’s specialist expertise and Edelman’s UK and international network and skills in areas such as social media, I believe we have a powerful joint offering."
