Press Release | May 2019

Halfspace, the fast-growth data led marketing agency for the sports and entertainment industries, has today announced the formation of a new agency group working together to deliver best-in-class marketing and commercial campaigns for rights-holders and clients.

In the last 12 months Halfspace have been appointed to work across digital campaigns by Harlequins RFC, Brentford FC, Envision Virgin Racing, Autosport, Motorsport Live and more. Having proven their model of a full-service data-led marketing agency, the management team have now executed their medium-term strategy of a group structure formed of four other leading independent agencies. All of the companies in the Group are aligned and powered by Halfspace data services and digital campaign expertise across the marketing sectors of Data, Creative, Content and Media.

The strategy is designed to empower rights holders with a digital marketing offering of a specialist campaign team operating on a single client budget. Importantly, the enhanced data offering of Halfspace is proven to drive stronger performing campaigns including measurable growth in fanbases, detailed audience insights, monetization strategies, sponsorship activation and scalable 1st party data capture.

“We know that the most important things for our clients are results and efficient delivery. Today is the culmination of two years of intense work to bring together the right group of agencies, skill-sets and management teams that see the world in the same way we do – a world where data and creativity live together at the heart of effective marketing in sports along every point of the funnel,” Said Halfspace CEO & Co-Founder Sanjit Atwal.

With the new group formation each agency is able to leverage the complimentary strengths of the others for their own client-bases and brings together an expert team of people across offices in London, Paris and Madrid.

The agencies that form the Group alongside Halfspace are:

ingredient™: A long-respected creative design agency working across branding & design for clients in the sports, broadcast and entertainment industries. Clients include UEFA, T.E.A.M Marketing, World Boxing Super Series, WTA & Team Netherlands.

Co-Founder and Creative Director of ingredient™ Andy Godden said of the partnership, “The creative process undertaken by an agency like ours relies heavily on being briefed correctly by clients. We often see that clients have little to no data to help inform this creative process. What is so exciting about the Halfspace Group is that it places ingredient™ in a unique market position to deliver the greatest possible work for rights holders.”

More information:

Fenixx: Video production & content specialists working primarily for clubs and rights holders. Clients include the Football Association, Manchester United, Paris St Germain and Sony Music.

Co-Founder of Fenixx Matthew Connell stated, “The world of content production is highly competitive. Using the data, insights and creative from the Group we are already seeing an increase in client budgets and more effective campaigns.”

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Tradespotting: Display and programmatic advertising specialist based in Paris and Madrid working across sport, music and retail. Focus on campaigns in digital display and digital out of home (DOOH). Clients include Paris 2024, Adidas Real Madrid, Toulouse FC, Circuito De Jerez, Circuit De Catalunya and more.

Co-Founder and CEO of Tradespotting Frederic Fadel said, “Halfspace is a business which shares our vision to reach the highest level of efficiency on data-driven campaigns for clients. It is very exciting to be able to align our programmatic and data management skills with better 1st party data for right holders.”

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Scale: An agency dedicated to delivering digital marketing campaigns for clients on a performance-led basis. Scale utilize strong relationships with publishers and cutting-edge Impact Technology to drive commerce and lead-generation results across all advertising sectors. Scale focuses on Cost-Per-Acquisition (CPA) and Life Time Value (LTV) campaigns.

Co-Founder and Managing Director of Scale, Stephen Kerin added, “A performance marketing agency rarely has the level of buy-in and data that Halfspace have with their clients in sport. Working hand in hand with the other agencies in the Group we are already seeing fantastic results and revenue returns for the rights holders we are working with.”

More information:

The Halfspace Group management team have vast experience in not only the sports and media industries but also those of digital, data and technology. CEO Sanjit Atwal was previously Co-Founder and CEO of game-changing football media startup Squawka as well as being an executive at digital marketing firm TradeDoubler and Time Inc, whilst COO Rory Maxwell was formerly of IMG and WPP-owned Mediacom Sport. The team, chaired by recent appointment of sport-industry legend Jon Smith, are now taking the offering to the global market of sport and entertainment clients with aggressive growth and retention targets for the next three years.



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