Gemma Oakes, co-founder of the newly launched creative sport agency Ampersand, believes the industry is undergoing a structural redesign. The agency is positioning itself to adapt to rapid changes, particularly in how brands and rights holders approach PR, creative, and social media.
The Rise of the Agile Sports Agency
Traditional agency models are facing challenges, with some struggling to embrace AI and new technologies. Ampersand aims to fill the gap by offering a smaller, more agile approach, focusing on experienced consultants and outcomes rather than simply output. The agency’s founders recognized that some brands are experiencing “AI-fatigue” and desire a more collaborative partnership.
Beyond Meritocracy: The Importance of Belonging
Oakes emphasizes a shift in focus from pure performance to a sense of community. “Sport is the ultimate meritocracy, but lifestyle is about belonging,” she states. This philosophy informs Ampersand’s approach to team building, prioritizing a diverse talent pool and collaborative spirit. The agency seeks to be “rated” by its peers, respecting established players in the market.
Real-Time PR: The New Game Changer
The evolution of sports PR is being driven by “second-screen behaviour,” where fans are simultaneously engaging with live events and online content. PR is no longer solely reactive; brands are leveraging AI to identify viral moments and deploy creative assets within minutes. Ampersand has empowered its creative team to act on real-time data, bypassing lengthy approval processes.
Examples include Gemini’s use of AI during the ICC Women’s World Cup to provide data-driven insights during match delays, and PUMA’s activation triggered by a live goal scored by Aston Villa’s Morgan Rogers, featuring a giant inflatable football on the River Thames.
Silo-Busting: Integrating PR, Creative, and Social
The traditional siloed approach to PR, creative, and social media is becoming obsolete. Social media now functions as a real-time pulse, while PR provides the strategic narrative. Fans are less concerned with departmental origins and more focused on authentic content. Many sports organizations are merging their PR and social teams into unified hubs.
The Partner Approach: More Than Just a Vendor
Ampersand positions itself as a true partner, offering trusted counsel, agility, and a network of experts. Clients have described the agency as an “anchor and calm” and “human,” highlighting the importance of open communication and support. This collaborative approach extends beyond simply delivering deliverables.
Boutique Flexibility, Big-Agency Capability
Ampersand balances a boutique feel with the resources of a larger agency through a talent network. This allows access to specialized expertise – photographers, strategists, producers, and editors – without the overhead of full-time hires. The agency can scale up quickly, leveraging both talent and AI to meet project demands.
Cutting Through the Noise: Contextual Relevance
In a saturated content landscape, “cut-through” requires contextual relevance and a moment-first mindset. Brands are shifting from passive consumption to creating participatory experiences for fans. The sports industry is, in many ways, ahead of traditional agencies in embracing these changes.
The Power of Nostalgia and Illusion: Mitre & Emirates FA Cup ‘Breaking The Bar’
Ampersand’s ‘Breaking The Bar’ stunt for the Mitre & Emirates FA Cup successfully blended nostalgia, technical illusion, and social-first storytelling. The campaign, which utilized real academy players and a “leaked” training ground footage aesthetic, generated significant social media engagement with fans questioning its authenticity.
Frequently Asked Questions
What is Ampersand’s core philosophy?
Ampersand believes in adapting to the rapidly changing sports market by offering agility, collaboration, and a focus on outcomes over output.
How is Ampersand different from traditional agencies?
Ampersand prioritizes a partner approach, leveraging a talent network and AI to provide specialized expertise without the overhead of a large agency.
What role does AI play in Ampersand’s strategy?
AI is used to identify viral moments, deploy creative assets in real-time, and provide data-driven insights to enhance PR and marketing efforts.
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