Edelman and Lee pool resources

Ex-London 2012 comms supremo Mike Lee has inked an exclusive aff­iliate deal with Edelman in order to secure global sport pitches.

The agreement gives Edelman exclusive access to Lee's agency Vero, allowing the former to expand its sport offering against more experienced rivals such as Hill & Knowlton.

Vero will benefit from Edelman's global presence - enabling it to reach countries too far flung for the London-based firm.

‘We first came into contact with Mike when bidding for the London 2012 project,' said Edelman Europe president and CEO David Brain.

‘Although we came second, to H&K, we've tried to stay in touch ever since.'

The two sides said they were bidding jointly for three accounts at present.

Lee said he had been app­roached by a number of agencies but was keen to benefit from Edelman's global reach.

Lee, PRWeek's Professional of the Year in 2005, left his role as director of comms and public affairs for London 2012 to ‘explore professional opportunities' (PRWeek, 2 November 2005). He held the same role at the interim London Organising Committee of the Olympic Games.

Vero launched last March and has since picked up accounts with UK Athletics 2012 (PRWeek, 21 October 2006), Eggert

Magnusson's takeover of West Ham United, and the prolonged take­over of Liverpool FC.

With cities beginning bid campaigns for the 2016 Oly­mpics, and an English bid for the 2018 football World Cup planned, opportunities for Vero are expected to increase. Likewise, with sponsorship forming a central part of major sporting events, Edelman will be able to advise Vero.

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