ITN PARTNERS WITH EDP

UK-based media production and broadcast company ITN and Engage Digital Partners (EDP) have partnered to combine their offerings for rights owners and brands in the sports and gaming sector. 

The new strategic partnership combines ITN’s specialism in broadcasting and live events production with London-based sports marketing agency EDP’s digital engagement expertise.

The organisations have stated that together they will offer ‘integrated content solutions for IP and club owners, federations, and sponsor brands, aimed at bringing fans the most complete coverage of the most compelling events.’

The partnership will develop ITN’s sport division – ITN Sport – which is set to specialise in ‘host broadcasting, technical innovation and delivery, and brand partnerships.’

Full-service digital agency will provide the expertise across content creation, audience data, martech, audience development and performance marketing with the collaboration benefiting from the firm’s offices in the UK, Australia and India.

Alastair Waddington, Director of ITN Sport, commented, “As the landscape evolves, clients want integrated solutions; we know the impact event periods can have on boosting the profile of a brand’s proximity to fans. Working with EDP will allow us to do just that and bring more value and efficiency to the process.”

Gregg Oldfield, CEO Engage Digital Partners, added, “ITN brings a level of scale and allows us to combine our skills, in particular leveraging our data and analytics resource to support the development of actionable solutions and content to maximise fan and athlete engagement. We are excited about the new value a joined up approach can offer clients”. 

Currently, ITN’s biggest footprint in sport is in athletics. It’s joint venture with World Athletics – World Athletics Productions – which delivered more than 300 hours of coverage across 10 feeds with 130 cameras at the most recent Championships in Budapest.