Mailman has made a major investment in Seven League as part of plans to create “the world’s leading digital sports agency.”
The Chinese digital sports marketing giant revealed it has taken a majority shareholding in UK-based Seven League, forming what a press release describes as a “unique east-west partnership.”
Both companies will continue to operate under their existing brands, while sharing their respective Chinese and European market expertise with the aim of developing best practice in digital sports marketing, underpinned by a shared “for the fans” philosophy.
Mailman and Seven League both work with clients including international sports properties such as Bundesliga, Paris Saint-Germain, Juventus and NFL.
Seven League says plans for regular resource and knowledge sharing between the firms are designed to give both sets of partners and clients a global platform to broaden reach, build new fans and generate new revenues.
Commenting on the agreement, Andrew Collins, CEO 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, CEO of Seven League, 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."
Mailman was founded in 1999 and is China's biggest sports marketing agency, with specialisms in digital strategy, social media, PR & brand activation, content production, sponsorship, ecommerce and merchandising.
The agency's clients include Manchester United, Bundesliga, UFC, Kobe Bryant, NHL, Tottenham Hotspur, Juventus, NFL, and Chelsea FC.
Seven League was established in 2012 and has rapidly built its reputation as a digital marketing consultacy, working across Europe with rightsholders including UEFA, FIFA, Premier League, Juventus, FC Barcelona, the NBA, the NFL, Bundesliga, Tottenham Hotspur, Laureus Sports, England Netball, the MCC, and Ascot.
The London-headquartered agency was shortlisted for the BT Sport Industry Awards 2018 Agency of the Year.