Advertising giant Omnicom Media Group has launched its Fuse sports and entertainment marketing agency in Spain and appointed veteran executive Juli Ferre to lead the new division.

Fuse provides end-to-end partnership solutions such as strategic consulting services, partnership brokering and negotiation, activation and measurement, and supporting rightsholders with commercial product consultancy and go-to-market services.

Fuse, which is headquartered in London, is currently present in 12 international markets, working with both brands and rightsholders.

Ferre, who has 20 years of experience in the sector, has worked with brands such as Cirque du Soleil, FIBA, FC Barcelona, and AS Monaco and will be in charge of launching the agency in Spain. 

He said: "Leading the launch of Fuse Spain presents an exciting opportunity to capitalize on the growing sports sponsorship market here. Sport has become an increasingly important part of today’s culture, so for brands this offers a big opportunity to drive deeper connections with their target consumers."

Joan Jordi Vallverdú, chief executive of Omnicom Media Group Spain, added: “It is a pleasure to announce the addition of Juli Ferre to our team as head of Fuse Spain, our sports and entertainment agency.

“Juli’s extensive sports experience will undoubtedly strengthen our commitment to excellence and innovation in this exciting growth area. We are looking forward to seeing the positive impact that this will generate for our clients as well as sports rights holders.”

Last year TBWA, the advertising firm also owned by Omnicom Group, acquired UK-based sports-focused agency Dark Horses.

TBWA intends to use Dark Horses for brand creation, on-the-ground activation, social content, PR, sponsorship, and influencer marketing.

Dark Horses, which is led by chief executive Melissa Robertson, executive creative director Steve Howell, and chief strategy officer Matt Readman, has a roster of clients across sport, fitness, health, and wellbeing.