Our knowledge, insight and love of sport enables us to apply our expertise to a range of activities, handling anything from the personal publicity of major colourful stars such as Kevin Pietersen, Novak Djokovic and Freddie Ljungberg to overseeing Premier League football teams such as Sunderland.
With our vast experience and our unrivalled networks, we know how to raise profiles and how to use the limited time of in-demand stars to best advantage; to promote; we can enable new organisations or sports to get a foothold; or lend our support when there may be a particularly challenging period – perhaps to soften attitudes or defend a reputation. In short, what we can do on the front pages, we can do on the back pages too.
Outside first represented David Beckham when he was a promising young player at Manchester United, developing his profile over time to make him one of the world’s most recognisable sportsmen and an unequalled ambassador for football, despite having started to work with him just days after he had been sent off whilst playing for England against Argentina!
We handled all publicity for Beckham – and his wife Victoria – for many years. Our objective was always to present David in a completely different way to other sports stars. From the start, the footballer – talented, good-looking and thinking big – was keen to build a business and a genuine global brand. Early on we set about expanding his profile beyond the sports pages. We helped make him a style icon, positioning him early on in publications such as GQ, Esquire and the Sunday Times Style magazine, carefully overseeing every shoot. We built “Brand Beckham” – a global franchise unseen since the heyday of George Best, translating David’s vision into reality. We ensured there was a harmonious synergy between his brand deals and his PR profile, while also dealing with unwanted intrusions. Importantly, we ensured David continually enjoyed the experience of building his brand, as his career progressed to England captain and beyond.
Beginning his career at Halmstads BK, Fredrik went on to spend most of his career at Arsenal, where he won honours including two Premier League titles and three FA Cups. He also scored in two finals including the team’s victory in 2002. After leaving Arsenal in 2007, he had short spells at a number of clubs in England, Scotland, the United States, Japan and India. Playing for international teams for a full decade, Ljungberg earned 75 caps and was also captain of the Swedish national team until he announced his retirement after UEFA Euro 2008.
Starting in the youth system at Ajax, Melchiot played with the team until made his professional debut in the 1996. Spending three seasons there and winning the Eredivisie in 1998 and the KNVB Cup in 1998 and 1999, Mario then signed to Chelsea in the summer of 1999. After being at the club for 5 years, Mario then moved Birmingham City where he signed a 3 year contact but soon International teams soon came calling and Mario moved to Rennes in 2006. He later played for the Netherlands where he had 22 caps until 2008 and then moved to Umm-Salal Sports Club in 2010.
Regarded by many as one of the best midfielders in football, Seedorf is one of the most decorated Dutch players of our time. With a very successful career in the UEFA Champions League, Seedorf is the first, and currently the only, player to have won the Champions League with three clubs include Ajax in 1995, Real Madrid in 1998 and twice with Milan in 2003 and 2007.
LEEDS UNITED FOOTBALL CLUB
L.U.F.C. was formed in 1919 following the disbanding of Leeds City F.C. by the Football League. Since then the club have won three First Division league titles including one FA Cup and one League Cup and they have also won two Inter-Cities Fairs Cups. The majority of the honours were won under the management of Don Revie in the 1960s and 1970s but Leeds lost the 1975 European Cup Final against Bayern Munich but reached the semi finals of the tournament’s successor Champions League in 2001.
SUNDERLAND FOOTBALL CLUB
Over a five-year period, we devised initiatives and projects to develop Sunderland’s mainstream exposure, to capitalise on its fine tradition, fantastic stadium, return to the Premiership and dynamic CEO Margaret Byrne. Introduced to the club by then-board member David Miliband, we were tasked with building the brand and business – rather than representing players or tackling the football side of things – as well as highlighting wider issues such as partnerships in Africa. Awareness-raising events included setting up a photographic exhibition at the Getty Gallery, illustrating the club’s history, and securing a five-page feature in the Sunday Times Magazine set up with writer Rod Liddle who visited the club to meet staff, fans and officials to author an entertaining piece which gave a fabulous context. The sheer distance from the London media hub which meant the club often struggled to break out of the sport pages but we brought extensive coverage and value.
The NFL International Series is an annual season of American Football games staged outside the US. Working with NFL for the first time in 2015, we heightened awareness of the three matches being staged at Wembley Stadium in 2015 by harnessing the power of celebrity, carefully targeting showbiz and lifestyle media and driving social media interest. We ensured high profile VIPs such as David Hasselhoff, Tom Daley, Alexandra Burke and Anthony Ogogo were in attendance, and sent personalised gifts ensuring they shared their interest with not only their own social media followers, but with the fanbase of their favourite teams. We secured on-air coverage on radio stations such as Kiss FM and Capital by targeting NFL-friendly presenters. More broadly we raised awareness of NFL’s partnership with the Five Guys restaurant chain by arranging visits to all branches by cheerleaders from Miami Dolphins, Jacksonville Jaguars and Kansas City Chiefs bringing news securing coverage and additionally we placed lifestyle features with by working with NFL UK ambassador Osi Umenyiora.
Founded in 1952 as Capitol Wrestling Corporation by Jess McMahon and Toots Mondt, WWE is the largest wrestling promotion company in the world. With revenues linked to film, music, product licensing and direct product sales, it’s no wonder WWE is the largest company of it’s kind with over 300 events a year, broadcasting rights in over 150 countries and is watched by over 36 million viewers.
David Haye is a British professional boxer and a former world champion in two weight classes. Widely recognised as one of the best boxers of his generation, he is the first British boxer to reach the final of the World Amateur Boxing Championships, where he won a silver medal in 2001. As a professional he became the first British boxer to become a unified cruiserweight world champion in 2008, winning three out of the four major world titles, as well as The Ring magazine title. He then moved up to heavyweight and became the WBA champion in 2009 after defeating Nikolai Valuev, who had a world record 11 inches and 7 stone advantage on Haye. Along with Evander Holyfield, Haye is one of only two boxers to have unified the cruiserweight world titles and become a world heavyweight champion.
Lennox Lewis CBE has accomplished more in one boxing career than most people can imagine. Known for his calculated fighting style and grace in the ring, Muhammad Ali famously said to Lewis, “You’re the greatest one there is, like me.” Having retired in 2004, he holds an impressive record of 41 wins, 32 of which were Knockout wins. Along with Muhammad Ali and Evander Holyfield before him, Lewis is one of three boxers in history to have won the heavyweight championship three times.
By the age of 20, Nick Faldo had become the youngest player ever to qualify for the Ryder Cup. Thirty years later, he has accomplished six Major championships, had more than 40 tournament victories and has had a total of 98 weeks as the world’s number one golfer. Nick is broadly regarded as the most successful golfer that Britain has ever produced and has even received a knighthood from the Queen in 2009. Nick Faldo is still the only living British golfer to have received such an honour.
Considered one of the greatest tennis players of all time, Novak Djokovic has earned almost every title the sport has to offer. Having won his first of multiple Grand Slam championships in 2008, in 2011 he was ranked number one in the world by the Association of Tennis Professionals. Having broken several records, including winning 31 consecutive ATP World Tour Masters 1000, he still holds his place as the world’s number one, and this year was awarded his third Laureus World Sports Award for Sportsman of the Year.
From the tender age of 8, Button begun Go karting before progressing to car racing in the British Formula Ford Championship and British Formula 3 Championship. Button moved to Formula One in 2000 and has driven for Williams F1, Benetton/Renault and Bar/Honda. Now driving for McLaren, Button is entering his 17th season of Formula One racing.
After winning gold in the heptathlon at the 2000 Sydney Olympics, Denise was seen as one of the “golden girls” of British athletics. With a British record of 6831 points, set in 2000, Denise is now a permanent fixture in the UK Athletics Hall of Fame. Since her retirement, Denise has undertaken various television and media work including appearances on BBC1’s Strictly Come Dancing and Let’s Dance for Comic Relief, where she reached the final in the competition. Denise has also appeared on ITV1’s The Cube, All Star Family Fortunes and BBC One’s Pointless from 2009 to 2012.