BLM Launches Dedicated Sports Marketing Division
BLM has announced plans to launch a dedicated sports marketing division to be headed by Andy Clilverd and Robin Clarke.
The new division, which aims to be fully operational by September, claims to provide a client first approach to commercial dealings and rather than simply matching budgets to events will exploit the role that sports play in the media mix.
Thomas Cook has already signed with the new company to exploit its sponsorship of Manchester City and actively seek other sporting opportunities. The new agency will also work with existing BLM clients to find ways of bringing sport into the communications mix.
Commenting on the initiative, Andy Clilverd, who takes up the role of managing director of BLM Sports Marketing, said: “We’re not just taking a branding opportunity to clients, we’re asking why they’re getting into the sponsorship in the first place.”
He added: “Clients like Thomas Cook are very serious about sport and I am very excited to be working with them in such a different way. I want to demonstrate that sport can pay back as a communication channel and that it needs to be treated as seriously as other media channels.”
It is understood that Clilverd was formerly business development director at M & C Saatchi Sponsorship alongside Clarke who was business development manager. Both have several years’ experience in sports marketing.
Charlie Makin, chief operating officer of BLM, said: “BLM is at an extremely exciting stage of development, we are winning a lot of dynamic clients and there are a lot of opportunities where sport can play a critical role. Sport needs to be treated as a serious communication tool and included early in the strategic process.”
Other clients secured by the BLM Sports Marketing division include Lambretta Clothing and Fullers, deals which come in addition to the £33 million of new business already won by BLM this year.
BLM Sports Marketing: 0207 440 0171 www.blm.co.uk
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