Hanover Communications, a strategic communications and public affairs consultancy, has launched a new division called Hanover Sport.
It says the move will combine the agency’s established sporting expertise in brand storytelling, strategic and corporate communications, fan engagement and sponsorship activation.
The team has been designed to support brands and organisations in navigating the complex business of sport – from fan ecosystems to decision makers.
Hanover currently develops campaigns for brands, rights holders, sponsors and broadcasters including NFL UK, UFC, British Horseracing Authority, SAUDIA Airlines, StubHub International, and has previously worked with the Premier League, England and Wales Cricket Board, Sky Sports and the Abu Dhabi HSBC Championships.
It has offices in Dubai, Abu Dhabi, Riyadh, London, Dublin and Brussels, plus a network of international partner agencies.
Rebecca Hargreaves, formerly a director at The Playbook, has been appointed Director of Hanover Sport. She will oversee the agency’s sport work, reporting to Gary Cleland, Hanover Group Managing Director.
“Hanover has a lot of experience working with major brands in the world of sport across different disciplines and markets,” she said.
“Sport provides so much opportunity for brands to grow but the business of sport is complex, so you need to understand the ecosystem – from fans to journalists, leaders to policymakers.”
Team of experts
Hanover Sport will incorporate a senior team of experts from across the different disciplines, all with a rich history in sport.
Gavin Megaw, Hanover President, has worked with The FA, Premier League and ECB, providing strategic guidance.
Jonty Summers, Hanover Middle East Managing Director, is behind the long-running relationship with the Abu Dhabi HSBC Championship, while Ceri Reed, the Group Head of Brand, has led global brand campaigns for the likes of Nike and Puma.
Ilija Trojanovic is an Account Director with Hanover Middle East and was formerly on the 2022 FIFA World Cup organizing committee PR team.
“The potential for growth across the GCC sports sector is immense, with the prospect of increased participation, development of world-class athletes, and the emergence of a vibrant sports industry,” said Mohammed Al Maskati, Hanover Saudi Operations Managing Director.
In Saudi Arabia, Vision 2030 initiatives have prioritised sport as a tool for economic diversification and social change.
This led to the successful hosting of a number of high-profile international events like the F1 Grand Prix, LIV Golf Jeddah, Esports World Cup 2024, Dakkar Rally, and a bid for the upcoming 2034 FIFA World Cup.
