The holy grail for a sports talent agency

The holy grail for a sports talent agency

Monday, May 8, 2017 Posted by Luke Massey

Entourage Sports & Entertainment CEO Paul Brighten described a long-standing relationship between ambassador and bookmaker as the “holy grail for an agency”.

Speaking at last week’s Betting on Football conference at Stamford Bridge, Brighten praised Ladbrokes for maintaining the success of its 18-year association with sports personality Chris Kamara by finding a “sweet spot” which benefits both the brand and the client.

Kamara, the headline act in the Marketing & Media session at Stamford Bridge, spoke about the progression from a basic café-based advert to him playing up to 11 different characters in the most recent campaign.

He suggested that the current adverts provide a good mix of humour and information about Ladbrokes’ Edit My Acca, after the company overstated his role in the series of ‘Kammy ads’ before putting the emphasis “back on the betting” within the Ladbrokes Life campaign.

Extra Time Management’s Jim Erwood echoed Brighten’s praise for Kamara, citing his tips video for the Grand National as an “authentic and credible” campaign. He also stressed the importance of a talent agency studying the makeup of a deal before putting it to clients.

As the founder of a talent agency boasting the likes of Jimmy Bullard and three-time boxing world champion Carl Froch, Erwood promotes the use of “evergreen content” and a value exchange where the brand gets what they want and the client “understands their own media and image” enough to give the punter something more.

Totally Gaming says: Ladbrokes has maintained the success of its Chris Kamara association by keeping the adverts light-hearted yet informative. The longevity can also be put down to him staying neutral – despite his playing and brief managerial career, you don’t immediately link him to a certain club. The exception to a Sky Sports roster of pundits with a Sky Bet affinity, Kammy has shown a level of loyalty to reflect the faith shown in him by Ladbrokes.

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