The World Anti-Doping Agency (WADA) has unveiled a tie-up with The Sports Consultancy, the London-based agency.

The deal, announced yesterday (August 3), gives TSC exclusive global representation rights for WADA’s corporate partnership program, which began last year.

The program is a key part of WADA’s 2020-2024 strategic plan, and “offers an invaluable chance for corporate sponsors to engage with a wide-ranging and influential network.”

The collaboration between the anti-doping body and TSC will span various sponsorship packages and assets and will entail exposure for partners through the WADA Annual Symposium, digital and on-ground educational programs, and WADA’s 'Play True Day' campaign.

WADA plans to use these brand partnerships to deliver more “in the key areas of education, scientific and social science research, and capacity building.”

Rene Bouchard, WADA’s senior director of stakeholder engagement and partnerships, said: “With TSC’s expertise and approach, along with their strength and breadth of contacts, we are confident that we will be able to engage a limited number of leading organizations as global, continental and national partners. Together, we will craft mutually beneficial partnerships that will help enhance the brand image of our partners.”

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In April 2022, WADA agreed to a landmark sponsorship deal with sub-Saharan pay-television broadcaster SuperSport as it looks to diversify its funding.

Fraser Houlder, associate director at The Sports Consultancy, added: "WADA holds a crucial role in upholding the integrity of sports. Its policies and decisions deeply affect a diverse spectrum of athletes and sports organizations, transcending barriers of ethnicity, language, culture, ability, and gender while fostering healthy behaviors. A partnership with WADA offers a unique chance for a brand to be recognized as a 'guardian of global sport.’”

Earlier this week, TSC was announced as a partner to the Volleyball World body for the selection of host cities for men’s and women’s events in 2025 and 2027.

Image: Matthias Hangst/Getty Images