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The duo, who will be founding partners, launched MSQ Sport + Entertainment with the ambition to make it a global agency that uses the power of sports and entertainment to create closer connections between brands, talent and rights holders.

Martin and Wynne-Morgan founded the consultancy in partnership with MSQ, which describes itself as a next-generation creative, technology and media company And one of the fastest growing marketing groups in the world.

MSQ is funded by private equity firm OEP and employs 1,200 strategists, creatives, data analysts and channel activation specialists. MSQ already includes agencies such as Smarts (PR and content), The Gate (creative and CRM), Walk-In Media (full-service media) and Elmwood (branding and design).

MSQ Sport + Entertainment opens with Callaway Golf as a founding customer and aims to an organic growth and acquisition strategy“. The consultancy says it will provide services in sponsorship strategy and activation, social content strategy and production, PR and communications, live experiential events and talent management.

PRWeek has learned that a number of acquisition targets have already been identified in the US and Europe and discussions with industry specialists are underway.

“The sports and entertainment industry is an emotionally charged, fast-moving world,” Martin told PRWeek. “This is a huge opportunity for Jamie and I to build an agile, invested agency for the modern era. One that combines technology and human expertise to keep pace with ever-evolving fan culture and behavior in real time, ensuring brands don’t miss a moment.”

Peter Reid, global CEO of MSQ, said: “We have been looking at developing a world-leading sports and entertainment offering for some time, building on the work currently being done in our agencies to tap into talent and brands in this space. For us, it was about finding the right people with the right cultural fit and with Steve and Jamie, we have those people in abundance.”

Martin and Wynne-Morgan will work alongside Kate Howe, Managing Director of MSQ, to turn the agency’s vision into reality.

Until last November, Martin was global CEO and Jamie Wynne-Morgan was UK CEO of M&C Saatchi Sport and Entertainment, an agency they founded in 2004. In 2023, they topped PRWeek’s Power Book ranking of top operators in sports (agency).

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