03 November 2023

Boldspace launches sport division led by former MailOnline Sports News Editor

Mike Robb

Brand value agency Boldspace has announced the launch of a sport practice that will provide the inside track by uniting insight, creativity and data to deliver campaigns that add fuel to the passion of millions and makes brands stand out.

The Boldspace team has decades of experience working with some of the biggest names in sport and sponsorship over the years, including Sky, Barclays, Nike, Betfair, and Silverstone.

The new division will be led by former MailOnline sports news editor, Charlie Skillen, who spent eight years leading one of the industry’s busiest sports desks before working with agencies and leading on sport campaigns for the likes of Shelter, NFL, JustEat, and Sky Sports.

As part of the new practice, Boldspace has signed an exclusive partnership with sports sponsorship agency, Future Sports Marketing. FSM will support all Boldspace clients seeking to broker sponsorship deals with major rights holders, with Boldspace managing all sponsorship activation and ongoing marketing, communications and campaigns.

Boldspace Co-CEO, Mike Robb, said: “Brands tapping into the reach and resonance that sport can give them is nothing new, but the opportunities open to them today are bigger than ever before. Our model – uniting data and creativity – is hugely relevant to brands in this space, ensuring they make the right decisions, at the right time and with the right outcomes. We have seen natural, organic interest from our client base to do more to make the most of these opportunities and this new practice is a direct response to that. I am excited about what Charlie and his team will deliver for our clients in the years ahead.”

Charlie Skillen, Head of Sport at Boldspace, said: “Boldspace has an amazingly talented team of people – I have been stunned at the range of expertise in the company. Sport is such an ever-changing, rewarding sector to work in, with limitless opportunities for storytelling, and I know that the skillset at Boldspace’s disposal makes it the perfect destination for brands looking to tell their story. That’s what has got me truly excited about coming here: it is the solution every brand I have ever worked with needs when thinking about how to maximise their impact in sport.”

The launch comes shortly after the agency was appointed as the UK consumer and corporate PR agency by BetMGM, the newly launched UK iGaming and online sports betting platform from MGM Resorts International, where a big part of the Boldspace brief focused on growing the brand’s awareness and reputation with sports fans in football, horse racing and beyond.