Former HSBC sponsorship chief Morgan is new 5Oceans CEO
Giles Morgan, the former global head of sponsorship and events at HSBC, has been appointed chief executive of 5Oceans Partnership, the international investor and advisory firm in sports and entertainment, less than a year after leaving the multinational bank and financial services firm to set up as an independent sponsorship consultant.
5Oceans is a major investor in leAD, the sports and technology-focused incubator fund set up by members of the Dassler family, founders of Adidas, and Morgan also becomes a director of leAD, alongside Andrew White, executive chairman of 5Oceans, and leAD’s chairman.
White sold WSM, one of Europe’s most successful sports marketing agencies, to Bill Gates’ Corbis in 2014.
With offices in London, New York, Tokyo, and Rio de Janeiro, 5Oceans’ current projects include a global partnership with Fujifilm and Taylor Swift and the Laureus Sports Awards with banking group MUFG.
5Oceans said: “Along with Investment and Advisory, Education is the third pillar in 5 Oceans’ strategy, and Morgan will lead the Institute of Sports Humanities that will launch the ground-breaking ‘Leadership in Sport’ Masters degree at Buckingham University in 2019 – led by Vice Chancellor, writer and educationalist Sir Anthony Seldon and former England cricketer Ed Smith.”
Morgan said: “As the worlds of sport, entertainment, digital media and technology continue to converge, this is the most exciting time to be in the industry.
“The global sports sponsorship market is estimated to be worth $67.2 billion, and 5Oceans is set to be a major player. With our strategic pillars of commercial, technology and education, 5Oceans is perfectly positioned to be a leader in the future of sport. We generate commercial return, drive consumer engagement and – crucially – provide accurate data-driven metrics. The additional strategic elements of education and technology mean we bring unrivalled and holistic expertise to investors, rights-holders, media, brands and start-ups.”
White said: “Giles is a great addition to the 5Oceans Team. As we continue to grow and develop our business and its inter-related investments, we are excited about having him support the growth we have achieved with our global partner network.”
In an exclusive interview with Sportcal Insight earlier this year, Morgan said: “I believe there’s a real opportunity for us all in the marketing industry, and sponsorship is one of the key pillars.
“I want to help rights holders understand the mindset of sponsors, and also how marketing partnerships could be the means of helping develop business. There is quite a lot of waffle [in the sponsorship industry], but it comes down to clarity of objectives. Sponsorship investment has to sit somewhere within a budget, but not only in marketing. It’s also about other things like staff engagement, which involves human resources. You need interaction with different business centres in a company to achieve holistic sponsorship.”
The interview can be found here.