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GroupM launches sports rights division in Australian market

Media investment management company GroupM has launched a full-service Australian sports rights and sponsorship division that will commence operations with Football Federation Australia as a foundational client.

The Mumbrella website said SponsorCom will provide services including media rights negotiations.

The new firm will also work on major sponsorship strategy; contract evaluation; supporting sponsorship sales; licensing and talent management.

“The business of sport is expanding rapidly, but not all codes or stakeholders are keeping pace with the changing influences and drivers of the industry – or, importantly, monetising the full value of their assets,” John Steedman, GroupM’s chairman and chief executive, said. “SponsorCom will help Australian sporting bodies navigate the often complex world of sponsorship, media rights and related areas through an intelligent advisory service.”