Cake forms new sports PR service

Cake is launching a dedicated sports PR service, by going into partnership with sister marketing company Havas Sports UK.

Sky: inaugural client
Sky: inaugural client

Havas Sports PR launches in the UK with an initial staff of seven. It will be led by Cake's head of PR, Chris Wood, who joins the management board of Havas Sports UK while continuing his existing role at Cake.

Founding clients include Sky Sports, Friends Provident and ToteSport, as well as the Global Sports Forum.

Wood said: 'In the same way that Havas Sports have been looking to move in to PR, Cake has been searching for a route in to sports PR.'

The move follows the recent creation of Havas' global sports and entertainment network, which combined Havas Sports, Cake, B6 Entertainment and Havas Entertainment.

Cake was acquired by Havas Media in April 2008.

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