LONDON—Edelman’s U.K. office is launching a new sports and sponsorship practice, strengthening the agency’s global sports offering. The practice will be hubbed out of JCPR, Edelman U.K.’s consumer division, and will be led by Kate Gordon in the newly created role of U.K. head of sports and sponsorship.
The move capitalizes on the growing sports industry and increased corporate and consumer interest in spectator and participatory sports in the run up to London 2012.
Gordon spent nearly eight years in Edelman’s New York sports practice. In her new role, she will be responsible for helping grow and develop the sports and sponsorship practice in the U.K. and across Europe. Reporting to JCPR director Amanda Kiddle, she will also work closely with Mary Griswold, general manager of Edelman’s global sports practice, based in New York.
Says Kiddle: “With major sporting events like Euro 2008 and the London 2012 Olympic Games approaching, we see a real opportunity to grow our sports expertise in the U.K., both organically through existing clients, and externally with the many organizations that will be involved in these events. Kate’s expertise in this area and her relationships within the Olympic Movement will play an invaluable role in the development of this practice.”
Earlier this year Edelman announced a strategic alliance with specialist sports communications consultancy, VERO to boost its credentials in this sector.