China's Mailman invests in Seven League to build global sports agency

Chinese sports digital marketing agency Mailman has invested in British sports specialist consultancy Seven League to build a major global sports digital agency.

Seven League said this “unique east-west partnership” allows both agencies to combine their respective market expertise to serve the clients, according to the press release.

The two companies work with a large number of global sports properties advising them on best practice in sports digital. Mailman clients include Manchester United, Bundesliga, NHL, UFC and Juventus. While Seven League clients include UEFA, FIFA, the Premier League, FC Barcelona, the NBA and NFL.

Andrew Collins, chief executive 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.”

“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,” Richard Ayers, chief executive of Seven League explained.

Global mergers and acquisitions advisor SI Partners helped secure on the link-up.