Burson has announced new client wins and the expansion of its Sports & Entertainment offering.

Dolly Tayal, managing director, Burson Genesis, is leading the brand, sports & entertainment practice in Asia-Pacific. 

“The sports and entertainment sector is experiencing record growth, with brands, organisations and sponsors expanding into new markets worldwide," said Corey duBrowa, Global CEO, Burson. 

“In a world searching for common ground, sports and entertainment offer unparalleled opportunities for clients to connect with audiences on a deeply emotional level, creating value for fans and building reputation and loyalty for the organisations.”

Burson was recently selected as a creative and earned media agency partner for New York City FC, charged with supporting the club’s brand campaign. In the UK, Husqvarna Group, a leader in innovative outdoor power products, has appointed Burson as its PR agency of record.

Under the brand & sports practice in India, Burson currently handles clients such as Zee, GSID, and BookMyShow. They have also handled NBA since its inception in India and continue to do so.

Other leading brands and organisations in Burson’s sports and entertainment space include Activision Blizzard, adidas, Red Sea Film Festival, Supernus Pharmaceuticals and Spotify, among many others.

"Sports and entertainment partnerships can unite people like nothing else, as shared passions transcend geographic, political or socioeconomic boundaries," explained Allison Cirullo, global practice lead, Consumer and Brand, Burson, who also helms the agency's Sports & Entertainment offering."

"From our 30-year relationship with adidas to our newer client engagements, we are helping brands win in ways that build reputation and cultural currency,” Cirullo added. “From the global rise of women's sports, the fervent enthusiasm for Kabaddi in Asia-Pacific and the massive popularity of esports in the Middle East, the opportunities for brands to establish long-term commitments and create lasting legacies are immense."