Dive Brief:
- Omnicom’s TBWA\Worldwide has acquired Dark Horses, a U.K.-based sports marketing agency, according to a press release.
- Dark Horses has contributed to efforts of big-name players, having supported major sponsorship deals for Nissan, launched Peloton to the U.K market and expanded TikTok’s reach through a relationship with UEFA EURO 2020.
- The acquisition sees Omnicom strengthening its ties to sports marketing and arrives as brands continue to ink deals in the space in effort to connect with a diversified consumer base.
Dive Insight:
As Omnicom angles for a stronger edge in the realm of sports, Dark Horses could prove to be a seasoned addition. The creative agency has experience with brand creation, on-the-ground activations, PR, sponsorship and influencer marketing, yielding insight that could liven up existing efforts at its new parent.
“We've been watching Dark Horses for some time. As a collection of best-in-class agencies at the top of their game, we're always looking for those deep specialists that complement us and add significant expertise to the total brand experience of our clients.” said Troy Ruhanen, TBWA’s Global CEO, in the release.
In addition to its core offerings — many that see it straying from traditional sports marketing — Dark Horses has worked to diversify the industry with efforts including a guide to promoting women’s sports, “The Seven Deadly Sins of Marketing Women’s Sport.” Women’s sports has proven opportune for marketers, with brands including Pepsi and Michelob Ultra making significant investments in the space.
Aside from vying for a diversified reach, newer segments of sports including e-sports, virtual reality and budding entrants like pickleball have attracted additional marketing muscle from brands, potentially supporting Omnicom’s desire to strengthen its sports ties. For example, Walmart last week teamed with racket sports booking platform Break the Love to offer its customers easier access to pickleball.
Omnicom isn’t the only agency looking for a stronger sports angle. For example, Horizon Media last fall launched Horizon Sports & Experiences as a fully integrated sports marketing and experience agency.
