Oakwell Capital, a specialist corporate advisory service for the sports and media technology sector, has invested into new agency Halfspace.
The London-based signals and engagement agency for the sports, music and entertainment industries has been in beta for six months but has already rolled out what it claims is a unique offering of audience data science coupled with brand strategy, content production and paid media services.
Oakwell will join as directors while also driving governance and financial oversight functions for Halfspace. The full-service agency was created by Sanjit Atwal, former co-founder of digital media company Squawka.
Halfspace said that, having tested the integrated offering with several London-based football clubs and clients across cycling and motorsport, the industry is now mature enough for a wide-scale rollout.
“Compared to the finance, retail and travel sectors, the sport industry actually has a lot of ground to make up when thinking about data, audiences and campaigns,” chief executive Atwal said. “There are undoubted opportunities to create far more value for fans, results and transparency for brands/sponsors and ultimately drive sustainable growth for clubs, rights holders and sports organisations. Halfspace has been built to help solve these issues through advanced data intelligence coupled with creative and activation expertise.”
Rory Maxwell joins Halfspace as chief operating officer from Oakwell Capital having previously worked at WPP-owned Mediacom and IMG. He said: “An integration of advanced audience data, alongside specialist activation services in creativity and distribution is unique.
“We are already helping several clients understand more about their fanbases, their addressable market, and in implementing the activation campaigns that will greatly enhance revenue opportunities. This agency has been designed for the modern communication demands of sports, media and entertainment clients.”
Central to the Halfspace offering is the data and audience science division – dubbed ‘Quantum’. Atwal added: “We believe that the Quantum proposition is the most advanced on the market and, with GDPR at the forefront of our thinking, will provide huge value to clubs and rights holders.
“It’s important to recognise the responsibility of working with first party data and to always respect and honour fans that have chosen to submit personal information – it’s in the DNA of both our offering and our business.”