Global kicks off new Sports Branded Entertainment division

Global, the Media & Entertainment group, today announced the launch of Sport by Global, a new Branded Entertainment offering dedicated to sport.

Building on Global’s heritage in music and entertainment, the new division will partner with sports rights holders, sponsors, and major events, to deliver world-class fan and brand experiences.

Sport by Global will be led by Rebecca Martin who joins the business as Branded Sport Director, and will bring together Global’s unparalleled scale, talent relationships, and media assets – across outdoor, audio, social and video – to help rights holders grow audiences, build fandom, and attract commercial partners.

Recent collaborations underscore Global’s growing role in sport. Global was the Official Promotional Partner for McLaren Racing Live: London, bringing music, talent and audience scale to Formula 1 fans, with Capital and Heart presenters hosting live DJ sets, plus podcast The Sports Agents interviewing Zak Brown live on stage.

At Wimbledon 2025, Global teamed up with Vodafone and Barclays to serve standout audio, creative out-of-home, content and experiences that brought the buzz of SW19 to fans on-site, on-air and online.

Global is also the Official Audio Partner for Team GB and broadcast live from Team GB House in the heart of Paris during the 2024 Olympic Games.

And at SailGP, Global integrated live music performances, podcast talent and fan experiences to energise the most exciting racing on water.

“With Sport by Global, we’re taking everything we’ve mastered in music and entertainment – the creativity, cultural relevance, talent access, and media reach – and bringing it into the world of top class sport. This is a natural next step for Global, building on our proud partnerships with the likes of Team GB, Wimbledon, McLaren Racing and Sail GP.

Sport represents an enormous sponsorship market and we’re uniquely positioned to help the industry unlock bigger audiences, deeper fandom, and stronger commercial partnerships. From football and cricket, to sailing, wrestling, netball and beyond, Sport by Global will be a dedicated partner for sports rights holders and brands, amplifying at scale and delivering unforgettable fan-first entertainment and experiences all over the world.”
Mike Gordon, Chief Commercial Officer at Global

Leah Davis, Chief Marketing Officer at SailGP said: “Global gives us what every sport dreams of – huge reach, national scale, and so much fun, character and energy in everything they do. From radio, to out-of-home advertising and on-site activations, Global isn’t just a media partner, they’re an entertainment powerhouse. They know how to turn sport into spectacle, and that’s exactly what SailGP is all about. We’ve loved working with them this year.”