MSQ Sport + Entertainment Launches in North America

MSQ Sport + Entertainment, the next-generation sport and entertainment agency, today announced a major international expansion with the launch of its new North America practice, led by Managing Partners Andrea Nirsimloo and Paul Anastasiadis. The agency group was originally founded by MSQ and two of the sports industry’s most experienced marketers, Steve Martin and Jamie Wynne-Morgan, in the UK in June 2024. 

The opening of the North America office in New York under Nirsimloo and Anastasiadis showcases the accelerated global expansion of MSQ Sport + Entertainment, bringing to the vast US market the burgeoning agency’s proposition of leveraging the power of sport and entertainment to create deeper consumer connections for brands, talent and rights holders. 

Nirsimloo and Anastasiadis bring a collective 35+ years of global experience to MSQ Sport & Entertainment, with dynamic backgrounds that blend specialisms across sports and culture marketing, corporate and consumer earned media, creative production and digital and social strategy. 

The pair have led integrated marketing and communications initiatives for a catalog of powerhouse brands including adidas, Oakley, Unilever, Anheuser Busch, The New York Times, Red Bull, William Grant & Sons, Coca-Cola, and many more. 

Nirsimloo and Anastasiadis commented: “The sports and entertainment market in the United States is one of the most sophisticated, innovative and dynamic in the world. It is a true incubator of creativity with an extremely high benchmark for saliency as brands, rights-holders and publishers constantly evolve how they drive real engagement and lasting impact with fans. We believe MSQ Sport + Entertainment has a compelling proposition that meets that benchmark for our partners, engaging consumers authentically through their fandom and driving meaningful, memorable moments at ownable intersections of conversation”. 

Nirsimloo and Anastasiadis join MSQ Sport + Entertainment having both departed M&C Saatchi Sport & Entertainment earlier this year where, together, they shaped the agency’s offering and drove a decade of growth and scale as executive leaders of agency operations, client services and business development. 

With a strong base in North America, MSQ Sport + Entertainment will continue to invest in building a world class team that specializes in sponsorship strategy and activation, social content strategy and production, consumer and corporate communications, live experiential events and creator marketing. 

Founding Partners, Steve Martin & Jamie Wynne-Morgan commented: “Expansion to North America is a key strategic priority for MSQ Sport + Entertainment and we’re elated to secure two established and respected executives with proven track records to lead future growth and scale. With over 25 years of experience operating in the US, we understand this market’s significance as an epicenter of business and creativity as well as its power to shape the contemporary fusion of sport, lifestyle and culture. The US already boasts some of the world’s biggest sports and cultural events, and it’s about to add the FIFA World Cup and the Summer and Winter Olympics to that list. It’s a huge opportunity for brands, and fans, alike”. 

MSQ Sport & Entertainment is backed by MSQ Partners, private equity funder, OEP, and an 1,850-strong talented team of strategists, creatives, data analysts and channel activation specialists from across all MSQ agencies globally. 

The launch of MSQ Sport + Entertainment North America follows another major announcement from MSQ in October 2024 when the company acquired creative agency SPCSHP which doubled the MSQ footprint in the US and accelerated its ability to deliver agile, multi-disciplinary solutions that fuse together data, tech and creativity to build effective brand momentum for its clients. Additionally, MSQ acquired UDG, the 350-employee pan-European consumer experience powerhouse, in November 2024. 

Peter Reid, Global CEO of MSQ Partners, said: “Growth has been a key focus area for MSQ in the past year, whether that’s through acquisition or new business opportunities. Expanding our North American footprint has been a huge part of that strategy. We’ve seen incredible momentum from MSQ Sport + Entertainment with Jamie and Steve at the helm and I’m delighted that North America is next on their list. With the launch of Amsterdam earlier this month and the addition of leaders like Paul and Andrea, we are well positioned to answer the unique needs of our clients across a variety of sectors.” 

MSQ Sport + Entertainment was recently chosen as one of five agencies to watch in 2025 by Campaign and, earlier this month, was shortlisted as Best Newcomer by the FEVO Sport Industry Awards. The agency also announced plans to open in Amsterdam in April, headed up by Managing Partner Toan Ravenscroft. 

The office news follows UK client wins with The Football Association, UK telco giant Virgin Media O2, Callaway Golf Europe, Amazon and their UEFA Women’s EURO 2025 partnership, Glenfiddich and their Aston Martin Formula 1 partnership and insurance broker Howden and their title partnership of the British & Irish Lions.