Monterosa appoints inaugural director of sports

Monterosa, the multiscreen activation specialist that works with broadcasters, brands and sports rights’ holders to activate mobile audiences, has announced the recruitment of Ben Barker to the newl-created position of director of sports ahead of major year of sport in 2016.

The award-winning multiscreen specialist has created the role following the recent addition of adidas and World Rugby to its sports roster. At Monterosa, Barker’s responsibilities will include creating interactive mobile content and leading business development in the commercial sports sector by engaging new clients across brands, events, sports federations, rights holders and agencies

Barker joins Monterosa from TVC Group where, as head of sport and sponsorship, he led the TVC Sport offering. This entailed developing campaigns for British Gas, Betway, The Racing School, Whole Earth and 2XU. Previous to this, he was partnership director at Hill+Knowlton Strategies, where he created and led the communication agency’s sponsorship consultancy division, Soho Partners.

Barker said: “Now is a really exciting time to be joining Monterosa, whose sports business has grown substantially in the past year. I will focus on transferring Monterosa’s IP and expertise across to the sports industry, bringing the same level of immersive experience to sports fans that the Monterosa has already created across the entertainment space. With recent client wins including adidas, and World Rugby, it’s clear that we have something special to bring to brands and federations who are looking to develop their interactions with fans. I aim to continue this growth by establishing a dedicated team to help Monterosa’s clients to maximise their brand relationships with sport through fan engagement and data.”

Tom McDonnell, CEO of Monterosa, added: “Over the last 12 years, Ben has worked with blue-chip brands and sporting federations across a global portfolio spanning football, rugby, F1, Olympics, cycling and sailing. He is a true sports-marketing specialist who has put together countless sponsorship deals, understands what brands need from their investment in sports, and has world-class contacts and experience. With Ben on board, Monterosa has all the elements it needs to deliver measurable ROI in sports marketing and position itself as a force in this rapidly evolving sector.”

Last month, Monterosa announced a major fundraising and key additions to its board. The funding will accelerate the company’s expansion into sports marketing and activation for global brands, rights’ holders and broadcasters, and further develop its award-winning LViS platform.

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