Heavyweight sports marketing agency Sportfive has made a new senior hire in an effort to increase its presence and market share in Switzerland.

The Germany-based agency unveiled the hiring of Shelby Mull as director premium partnerships international, late last week.

Mull has extensive experience in the Swiss market and has worked in that country for several decades.

She has spent time with firms such as Team Marketing and Credit Suisse, and while between mid-2020 and the start of 2024, she was the communications and marketing director at the Switzerland-based International Ice Hockey Federation.

Following that role, she spent 10 months securing sponsorship for the 2025 edition of the Eurovision Song Contest, which was held in Basel in May.

She will now, Sportfive has said, "lead the expansion and leverage her extensive experience and market knowledge to lead the company’s brand-led sales in Switzerland."

She brings, according to the agency, "extensive expertise in strategic partner management, sponsorship activation, and communications planning, and has worked with global brands."

Sportfive has had a presence in Switzerland for over 20 years, but is now aiming to increase its brand-centric services in that market.

Mull herself has now commented: "I am thrilled to be fully committed to serving the Swiss market and collaborating with local brands to develop innovative sports partnerships, activations, and hospitality experiences - supported by Sportfive's strong portfolio and global network."