Sport Marketing Agency London

Sport and leisure marketing

Choose an agency that really understands sports

Agency Inc is the leading sports marketing agency in London & the UK, having worked with more than 30 sports and leisure clients over the last decade, spanning rugby, horse racing, tennis, football, hockey, cricket, sports travel and motor racing.

We’ve repositioned brands, unlocked corporate decision-making units, increased brand engagement levels with fans, sold out debenture releases and hospitality boxes, secured lucrative sponsorship deals, boosted membership levels, and prompted the sale of millions of tickets.

What could we do for you?

Premiership Rugby

increasing attendance & brand appeal

Premiership Rugby are responsible for the commercial running of the professional game in England, acting on behalf of all twelve premiership clubs to market and grow the sport of rugby in the UK and overseas.

They turned to Agency Inc in 2011 at a time when challenging economic conditions had squeezed attendance figures, and live rugby was struggling to compete and grow against the increased availability of televised matches.

We developed a communications strategy and a creative direction for Premiership Rugby that set out to convey the emotional benefits of supporting a Premiership team, turning the focus on the fans themselves rather than the players. We utilized key media channels such as television, outdoor and digital.

The integrated marketing strategy helped persuade a capacity crowd of more than 81,000 to attend the end of year final at Twickenham in the first year alone.

And Agency Inc have been retained by Premiership Rugby as their full service agency ever since, driving increased attendance and revenue figures each year, and building the perceived value of the Premiership Rugby brand across a broad target audience group.

“Agency Inc have played a crucial role in the development of the Aviva Premiership Rugby Final.”

Dan Kiddle, Head of Marketing,
Partnerships and Promotions,
Premiership Rugby


rejuvenating a cherished british brand

For Ascot Racecourse, owned by Her Majesty Queen Elizabeth, we began by establishing a clear brand positioning as the highest quality, and most exclusive, sports venue in the world.

We achieved a look which was unmistakably Ascot, applied consistently to all communications channels and customer touch points, whilst appealing to their breadth of audiences from corporate customers to the family market, using themes and images which were appropriate to each.

In the first year of our appointment Ascot enjoyed an unprecedented growth of 9% in attendance figures across the whole season, whilst the British racing industry as a whole slumped by 10% in the same year.

As full service agency to Ascot we oversaw a sustained increase in ticket sales and hospitality revenues every subsequent year, well ahead of the targets set.


 “We regard Agency Inc as part of our marketing team. They work tirelessly to create and deliver each and every campaign.”

John Blake, Head of Sales and
Ascot Racecourse


engaging a female audience for motor racing

Brands Hatch Motor Racing circuit, part of the MotorSport Vision group, commissioned Agency Inc to help increase sales of driver experience days in the run up to Christmas.

We discovered that almost 90% of the participants on the track days were male and yet 80% of the bookings had been received from women. Our solution was therefore to target women buying for their husbands or boyfriends, and to creatively play on the friendly battle of the sexes between male and female drivers.

This was a complete shift in strategy for the client who had previously advertised through car magazines and direct to male driving enthusiasts.

The result? Sales rose 18% year on year.


“Agency Inc presented a fantastic creative solution.”

Tristan Harris, Marketing Manager
MotorSport Vision

England Hockey

reaching new audiences

After a competitive pitch in 2014 England Hockey appointed Agency Inc to develop a new brand identity, website and an integrated campaign for the EuroHockey Championships 2015.

The tournament offered England Hockey a rare opportunity to reach a new audience in between Olympics, so we set about creating a unique brand look and feel to convey the event as a premium sports occasion, on a par with other high profile British summer sports events.

The Agency Inc creative team used bold, modern colours and a distinctive font to appeal to a young target audience of live sports fans, far beyond the traditional base of hockey players and supporters.

In the first fortnight of the summer launch campaign 25% of the target ticket sales were achieved, more than 12 months in advance of the event itself. Key matches sold out quickly, prompting England Hockey to significantly increase capacity at the Lee Valley stadium in the Olympic Park by installing additional stands.


 “Agency Inc have absolutely nailed this brief! They’ve developed an engaging, modern identity that fits perfectly with our objective.”

Mark Moisley, Marketing
England Hockey

Lawn Tennis Association

selling exclusivity

The Lawn Tennis Association asked Agency Inc to launch a brand new exclusive members’ club and debenture scheme for the AEGON Championships at Queen’s, and to design and build a web site to support the launch.

After building a carefully selected target audience, we invited prospects to join the ‘Crown Club’ through email and direct mail packs, supported by a beautifully designed web site.

The initial tranche of memberships were sold within 6 months, generating £1.75m revenue. Having established a waiting list, we were then able to sell additional annual releases of debentures through digital channels with minimal marketing investment, hitting sales targets every subsequent year.


“They are enthusiastic, knowledgeable and professional.”

Camilla Hacking, Crown Club Manager
Lawn Tennis Association

Rugby World Cup

driving premium hospitality sales

Rugby World Cup 2015 appointed Agency Inc to help sell hospitality packages for the tournament.

We’ve employed a host of marketing tactics to reach prospects, including advertising, digital marketing, experiential marketing, direct marketing and partnership marketing.

One strand of direct mail activity targeting an audience that had been completely unresponsive to previous marketing activity, directly converted to £1.3m in confirmed sales revenue, equivalent to a 32:1 ROI.

This achievement, and the high quality of the direct mail packs, was recognised by the B2B Marketing Awards committee in 2015, who chose to shortlist the work for the ‘Best Use of Direct Mail’.

sports marketing agency

“Agency Inc work quickly and decisively, and they just get it. They really care about what they do.”

Rob Wingrove, Head of Marketing
Rugby World Cup 2015 Official Hospitality

Why choose Agency Inc?

Agency Inc is a full-service marketing, digital and content agency that really understands the sports & leisure sector, and can help you to achieve marketing success and results. Guaranteed.

We have have worked with:
    • Premiership Rugby
    • Rugby World Cup Hospitality
    • Epsom Downs Racecourse
    • Welsh Rugby Union
    • Royal Ascot Racecourse
    • Lawn Tennis Association
    • London Double Header (Harlequins, London Wasps, London Irish, Saracens, Worcester)
    • Goodwood Racecourse
    • Barbarians FC
    • Rugby Football Union
    • Manchester United FC
    • Fulham FC
    • England Hockey
    • Sodexo Prestige
    • Rugby Travel & Hospitality
    • Newbury Racecourse
    • Motorsport Vision (Brands Hatch)
    • Donnington Park
    • Jockey Club Racecourses
    • Cheltenham Racecourse
    • Gulliver’s Sports & leisure Travel
    • Aintree Racecourse

Please let us know if we can help
you with your next marketing brief.