Chinese sports digital marketing agency Mailman has invested in European sport specialist digital consultancy Seven League to create the world’s leading global sports digital agency.
Global M&A advisors SI Partners advised on the deal.
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, 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.”
Richard Ayers, chief executive of Seven League said: “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 benefitting as a result.”
Alyssiah Tsui, Partner at SI Partners comments: “SI Partners feels privileged to have advised Mailman on such a monumental acquisition that solidifies their global ambitions. Seven League’s stellar reputation will not only deepen Mailman’s influence in sports marketing, but redefine best practices in digital consultancy. It is a significant cross-border deal and I look forward to seeing how Andrew, Richard and Neal transform the business.”
“SI Partners offered sharp insight throughout the process. Their commercial wisdom helped us structure the right deal and their sage guidance helped us navigate the journey with ease. Great counsel and fun to work with too – I trust the team implicitly.”
Andrew Collins, CEO Mailman
Read more about the deal in The Drum and Sports Business.