Mailman invests in fellow digital sports agency Seven League
Mailman, the Shanghai-based sports consultancy firm, has invested in Seven League, the UK-based digital sports consultancy, the two organisations announced today.
The duo, which work with a number of high-profile sports properties and athletes, claimed that their "unique east-west partnership" - it is said to be the first time that sports agencies from China and Europe have combined - will create the "world’s leading digital sports agency."
Andrew Collins, chief executive of Mailman, said: “As major sporting codes continue to grow internationally, as team brands become more ‘brand centric’, navigating the international digital media platforms and local insights become more important. We hope to deliver a powerful position to our clients, and ensure their continued success for years to come.”
Richard Ayers, his Seven League counterpart, added: “Sports organisations have been going through digital transformation for a few years and we are helping many of them to accelerate through the process, growing audiences, engaging them and benefiting as a result. The more we can help deliver success off the pitch/field/court/course, the more likely that sport will deliver value back to global society.”
There is a range of synergies, with Mailman and Seven League both counting German soccer's Bundesliga, Italian club Juventus and England's Tottenham Hotspur, as well as NFL American football, as clients.
Mailman, established in 1999, works with professional sports organisations to build successful businesses in China through digital strategy, social media, PR and brand activation, content production, sponsorship, ecommence and merchandising.
In recent months, it has agreed a deals with Dugout, the digital media platform backed by top European soccer clubs, to localise, customise and distribute Dugout content to Chinese audiences across platforms including Weibo and Douyin, and with Copa90, the online soccer network that specialises in fan-focused content, to localise and distribute the content in the country.
Seven League, which was set up in 2012, helps sports properties by growing, engaging and monetising their audiences.