Edelman has already been involved in events such as the America’s Cup, Wimbledon, Rugby World Cup, Formula 1, the Olympic Games, the Rugby World Cup and FIFA World Cup.
The business will be headed up by Nigel Jones and will build on the Edelman strength in the US, which has been developed over the last 25 years.
Jones has over 15 years of sports and sponsorship experience gained in Europe, the Americas and Asia. His experience covers several Olympiad, soccer World Cups and a whole host of sports and arts events.
Early client wins include the sponsorship management and strategic exploitation of Kingfisher plc’s sponsorship of Ellen MacArthur in conjunction with her management agency, Offshore Challenges’; The Thoroughbred Grand Prix – the FIA’s premier historic F1 racing series; and the new football and rugby evaluation software and data business Prozone, which features on the UK commercial network ITV’s Saturday evening show – The Premiership. It is also used by European soccer clubs such as Manchester United, Arsenal and Barcelona.
The new company will offer a range of services including; creative marketing, brand management, sponsorship audits, evaluation techniques, strategic counsel, sponsor and rights holder training, rights packaging, sponsorship exploitation planning, event management, hospitality, media relations and integrated marketing.
Nigel Jones, director of sport & sponsorship, said: “The market is very buoyant at the moment with a lot of sponsorships up for renewal and certain sectors such as football and golf growing in popularity. We are extremely confident of the future for the business and have set targets accordingly.”