MSQ Sport + Entertainment, the UK-based agency crosses the Atlantic with the launch of a New York office. The expansion is led by the general partners Andrea Nirsimloo and Paul Anastasiadis – both formerly of M&C Saatchi Sport & Entertainment – The founders next to Steve Martin and Jamie Wynne -Morgan, also long -standing former agency.
Andrea and Paul have both spent more than 10 years together in the M&C Saatchi group, playing a key role in the consistent growth and growth of its sports and entertainment agency, and the main initiatives for Adidas, Oakley, Unilever, Anheuser Busch, The New York Times, Red Bull, William Grant & Sons and Coca-Cola.
The relationship between Andrea, Paul, Steve and Jamie is also for a long time. “(IT) was built on confidence, collaboration and shared vision,” explains Paul, speaking with LBB. “Since the opening of MSQ Sport + Entertainment in the United Kingdom last year, they have increased quickly and have made impressive progress. It was convincing to join this wave and build a contemporary offer for North America which is the test of time for the way we see the sports marketing and entertainment industry moving in the years to come. ”
Andrea adds that her mandate to M&C was, in fact, long and that she has “nothing other than gratitude” for her stay there. But, she said, it was a good time for a change and the opportunity to work again with Steve and Jamie was too good to pass. “Steve hired me 12 years ago and he and Jamie are two of the most experienced and respected marketing specialists in the sports industry,” explains Andrea. “I am delighted to work again with them alongside Paul – a truly intelligent, thoughtful and creative agency leader.”
MSQ Sport + Entertainment is part of the wider MSQ ecosystem, one of the fastest growth marketing groups in the world, encapsulating creation, technology and the media. The launch of MSQ Sport + Entertainment North America follows the acquisition of the American agency established SPCSHP (formerly known as Big Spaceship) in October 2024. This decision doubled the MSQ footprint in the United States.
Customers can engage with individual MSQ agencies or collaborate with integrated teams built around their specific needs, supported by more than 1,850 people in 24 world offices. The possibility of being part of this expanding ecosystem was also an extreme appeal in Andrea. “The approach of the company promotes independence and entrepreneurship while encouraging natural collaboration through the global network of MSQ agencies,” she says. “There are a lot of various talents and skills for us to exploit here. The possibility of building the Sport + Entertainment proposal here in the United States is enormous.”
In addition, adds Paul, Msq Partners believes in the power of specialized agencies, hence his investment in something like sport + Entertainment. And in an environment where to reach consumers that agencies and customers covet more and more complex, they believe that this new agency is equipped to do it better than most. “We provide a diverse range of services through marketing won, paid, social and experiential – all supported by an obsession with creating great ideas at the intersection of fans’ subcultures and the brand’s truth,” explains Paul. “This is the best.”
Andrea and Paul believe that North America customers, who are filled with opportunities in their field, are actively looking for specialized agencies like theirs. “In the landscape of today’s fragmented consumption,” explains Andrea, “marketing specialists are looking for thoughtful brand guards who understand how to take advantage of these subcultures to fuel significant and authentic connections with fans and, ultimately, generate a real commercial impact.”
“North America remains at the forefront of cultural evolution in major areas of passion such as sports, entertainment, arts, music and more,” adds Paul. “He continues to offer daily mastery, on all channels, in the ingenuity of creative marketing.” He underlines the FIFA 2026 World Cup and the 2028 Olympic Games as two important additions to the list of major events taking place in the region. “We wanted to quickly start the course to establish ourselves on this market and be fully equipped to serve our partners for booming opportunities on the horizon,” adds Paul.
The worlds of sport and entertainment have never been so linked, believes thatrea, which creates a fertile land so that brands connect with a range of consumers through their fandom. She also thinks that the above-mentioned Olympic Games “will probably be the most commercial and most focused games on entertainment” that the world has ever seen, and that the opportunity in female sports cannot be underestimated. “These are seismic opportunities that can be overwhelming for brand leaders to sail,” explains Andrea. “How can marketing specialists unlock the size to create real connections?”
This congestion can also offer an opportunity, as long as an agency and a client are ready to move with the quick changes in the way we all consume information. “No more time when the main distribution networks and platforms, editorial or social managed, can be invoked as an obvious focal point for narration.” As such, they are much more exploited in things like niche publishers on various supports – and the game game to work with these publishers is completely different from traditional tactics, explains Paul. “We must be more deepened than ever before to learn where our consumer opts for information and entertainment and completely reinvent the game book for the way brands can be relevant and additive to these spaces.”
MSQ Sport + Entertainment will offer a strategy and a sponsorship activation, a social content, communications and public relations strategy for consumers and businesses, production and creative experience and marketing events. Andrea and Paul are also hiring and encouraging people to get in touch with CVs.
Despite their ambitions and support for the wider MSQ network in the United States to provide resources and evolve from the start, they are not in a crazy rush for growth. Instead, they want to recruit the best talents and establish the proposal, growing in partnership with key customers who will allow them to demonstrate a real impact. That said, they are certainly open to good new commercial opportunities.
“My fundamental objective,” explains Paul, “must be seen by our partners and our potential partners, as a versatile and intelligent creative solution that brings a clear specialized point of view to sports and cultural marketing. More, Andrea and I have always appreciated being just as good because we are good problems of problems. The two principles remain in our DNA at MSQ Sport +. ”
“As an agency,” adds Andrea, “we intend to be essential for our customer partners. To be their confidence advice and an extension of their internal team. We want to be known for the best work in its category and to have a solid and favorable agency culture that feeds our talent.