The body, which is responsible for promoting and investing in sport, wants to boost its stakeholder relations and sponsorship revenues from commercial organisations.
The City agency will work alongside Hill & Knowlton, which has solid ties with Sport England after holding on to the body's consumer account late last year (PRWeek, 24 Nov 2005).
FD will handle a more general brief than H&K, which works on the ‘Everyday Sport' campaign. H&K's drive is focused on incorporating physical activity into people's lifestyle.
‘FD's brief does involve promotion of sport within the community, but it's primarily supporting our in-house comms team,' said Sport England senior PR and PA manager Vivien Smiley. ‘But as a corporate account, it will include advising us on wider stakeholder comms and corporate media relations.'
Sport England has employed a corporate agency before, having worked with GCI on a project basis.
The organisation was previously known as the Sports Council and is charged with improving the health of the nation, particularly targeting disadvantaged groups.
Former Sport England national comms manager Sarah Shore has joined brandRapport, formerly The GEM Group, as an account director.