Gemba, the Australia-based sports and entertainment agency, has appointed Claire Kelly as its general manager for Europe as it continues its continental expansion.

Kelly joins from a role as chief executive of the Twenty First Group sports intelligence and data platform. She will be based in London and will report to Gemba’s new global managing director Andrew Condon.

Condon said: “This is a significant step for our business and builds on the recent work we have delivered across Europe. We are excited to have recruited someone of Claire’s caliber and experience.

“Her knowledge and capability across the data, analytics, and strategy on both the client and consultancy side make her the perfect person to lead our European business.”

Kelly added: “The quality of the project work already delivered in Europe shows the appetite for Gemba’s offer on these shores. I’m really looking forward to working with Andrew and to bringing to market a compelling offer for future clients and partners.”

Gemba, which was founded in 2006, has said that the initial offering in Europe, through its London office, will focus on consulting, insights, and data and analytics services.

Its current list of Australian sporting clients includes the Australian Football League, the National Rugby League, and Cricket Australia.