How independent agencies grow their sports practices

The latest surge of interest around sports media has independent media agencies seeking — and finding — ways to keep up with client needs through new practices to work with brands and athletes in more integrated ways.

From an Olympics that generated strong ratings and consumer interest, to a renewed investment in women’s sports and their leading athletes, agencies are increasing their opportunities across social media, brand partnerships and streaming.

For example, PMG created a dedicated sports marketing practice in July to expand existing capabilities with the growing customer demands in sports marketing expertise across industries. Led by Dan Conti, head of sports marketing, in a new role, the division has a full-service sports offering, ranging from strategy to experiential marketing — alongside partnerships with rights holders, broadcasters, publishers and talent. After all, PMG is the media agency for Nike.

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