Braben Sport is being led by Rachel Froggatt, previously an account director at Generate Sponsorship, where she worked on Wrigley’s sponsorship of World Rally, British Superbikes and British Touring Cars.
Braben’s existing sport clients will also move into the new division, which includes Setanta Sport and project-based work for boxing and golf personalities.
Froggatt said: ‘The idea has been growing for 18 months to two years. It is a logical extension of everything that is happening at Braben.’
It comes as the agency is appointed by Dennis Publishing to manage a PR programme around its Men’s Fitness Rough Track Triathlon.
The news follows the launch of Weber Shandwick’s UK sport practice last November.
