Burson, the global communications agency purpose-built to create value for clients through reputation, today announced new client wins and the expansion of its Sports & Entertainment offering, solidifying its position as the world’s leading sports & entertainment capability within a top PR firm. This growth, together with the agency’s unmatched regional centers of excellence and suite of data and intelligence solutions, demonstrates Burson’s ability to leverage sports and entertainment to build brand reputation, foster lasting relationships and shape culture.
“The sports and entertainment sector is experiencing record growth, with brands, organizations 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 organizations. Burson’s experts are unlocking the economic and marketing power of sports and entertainment to align brands, organizations and cities with shared audience values.”
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. Burson will focus on elevating brand awareness, driving product adoption, leveraging relationships with golf ambassadors and partners, and solidifying Husqvarna’s position as an innovative market leader in both residential and professional landscaping. To ensure the successful launch of its inaugural event in September 2025, TEDSports Indianapolis has partnered with Burson to lead efforts in strategic digital communications, content creation and media relations. This partnership reflects a shared vision for elevating the sports industry through thought leadership and compelling storytelling, ensuring that TEDSports Indianapolis becomes a premier platform for transformative ideas within the sports industry.
Burson’s Sports & Entertainment offering provides clients with a comprehensive suite of services, delivered by experts in Asia-Pacific, Canada, Europe, Latin America, the Middle East, the UK, and the U.S.
The agency uses its proprietary Innovation Suite and WPP Open, WPP’s AI-powered intelligent marketing operating system, to provide clients with:
Data-Informed Partnership Validation: Assessing the potential impact of partnerships with celebrities, athletes, teams, and venues on brand perception and reputation.
ROI Optimization: Validating marketing expenditure and maximizing return on investment.
Risk Mitigation: Identifying and mitigating potential risks before they escalate.
Other leading brands and organizations 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. “What makes Burson’s offering so distinctive is our global reach – we have experts across every region – and the advanced data and intelligence expertise we bring to every engagement.
“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.”