Brands2Life strengthens offering with sports sponsorship alliance

Brands2Life has formed a strategic alliance with specialist sports and entertainment agency Revolution to expand its sponsorship capabilities.

Revolution sports and entertainment: Mizuno ambassador Luke Donald winning the 2012 BMW PGA Championship at Wentworth
Revolution sports and entertainment: Mizuno ambassador Luke Donald winning the 2012 BMW PGA Championship at Wentworth

Revolution will relocate to Brands2Life’s offices in Victoria, but the two agencies will remain separate businesses in terms of equity and management.

Brands2Life co-founder Giles Fraser said: ‘We have wanted to add sports and entertainment sponsorship to our offering for some time and have worked well with Revolution on joint client projects for a number of years.

‘We will now be able to offer our existing clients involved in sport and entertainment an enhanced level of integrated service – all under one roof. We believe there is a considerable opportunity to create an innovative approach to sponsorship that puts digital at the centre and makes genuine consumer engagement an integral part of the experience.'

Revolution, established by Rod Kohler and Merrick Haydon in 2005, will also benefit from Brands2Life’s wider expertise. The agency works across sports sponsorship and PR for clients such as Mizuno sportswear, Swiss bank Julius Baer and Ascot racecourse.

The move will expand both agencies' range of services for current clients with the potential to develop the relationship further for future clients across Brands2Life integrated comms offerings.

Fraser and Brands2Life co-founder Sarah Scales previously worked with Kohler at Hill+Knowlton Strategies.

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