FIFTY DIGITAL BECOMES 50 SPORT

UK creative sports agency Fifty Digital has announced a rebrand that aims to ‘broaden its capabilities and double down on its sport industry focus.’

The independent agency, that in the past has primarily focused on producing social-first content, has seen a ‘shift in ambition from some of its largest client partners’, and has now evolved the business to meet those needs.

Nick Jackman, Co-Founder, said, “What our client partners are asking for now is for sport and sponsorships to elevate not just their digital content, but importantly their brand. For an agency like ours, that means more large-scale creative thinking that can drive our partners forward. This is gold dust for an agency like ours and has allowed us to invest heavily in expanding our team and services to build for our future alongside some of the biggest brands and rights holders in global sport.”

The business, which has seen significant growth in recent years, has secured a number of client wins in the past six months that include Scuderia Ferrari partner and global cybersecurity giant Bitdefender as well as well-established sport sponsor DHL Express, plus high-profile sporting events like the FIFA Women’s World Cup.

Now the agency will be rebranded and become 50 Sport.

The rebrand accompanies a London office move into an exciting space south of the river at 240 Blackfriars Road, with city views and a large-scale in-house edit suite as the agency prepares to launch a full-service production offering.

Co-Founder James Campbell, commented, “We have built out not only our in-house creative and editorial fire power, enabling us to keep creative control over our team’s brilliant work and deliver at scale for our client partners, but we have also built out an impressive Senior Leadership Team with a huge amount of cross-sector experience. With a team like that at the helm, we are in the best position ever to deliver award-winning work as well as leave the industry in a better place.”

Joining the senior leadership team as a key figurehead for the business is new CEO, Chris Marlow. Marlow will bring 20 years of experience across advertising and sports marketing, with five of those spent as MD and then CEO of global agency Iris.

Chris Marlow, added, “The opportunity to become the first CEO of an agency like 50 Sport doesn’t come around very often in the sport industry. With an enviable global client roster, an independent structure and enormous creative ambition, this is guaranteed to be an exciting journey and I can’t wait to see where we take the business.”

50 Sport has emphasised its commitment to creating impact in the sport industry by ‘leveling the playing field’ and ‘using our clout for good’.

With its soon-to-be-announced Unstoppable programme partnership with Deloitte, and as an ‘Official Supporter’ of the Women’s Sport Trust, 50 Sport is investing heavily in the visibility of women’s sport and ‘supporting female talent in the industry through mentoring and education initiatives.’

This was highlighted in the agency’s recent work with England Football. Ella – the launch of a very modern fairytale saw notable Lionesses in Alex Scott and Leah Williamson join Disney to launch a book that will be distributed to schools up and down the country and inspire girls to get into football.