fbpx Sports Newsdesk, Author at B-Engaged
  • [LONDON, JANUARY] B-Engaged, Europe’s leading marketing and commercial agency for footballers, proudly announces its latest addition to the roster with talented Spurs defender, Destiny Udogie.

    The newly established agreement empowers B-Engaged to spearhead the management of Destiny Udogie’s off-pitch interests, overseeing marketing, media engagements, commercial collaborations, and philanthropic endeavours.

    At just 21-years-old, Udogie has been one of the standout performer in the Premier League this season for Tottenham Hotspur and the Italian national team. B-Engaged, who are recognized for its strategic management of top-tier athletes, sees Udogie as a valuable addition to its roster as it looks to harness the next generation of talent.

    This collaboration see’s B-Engaged, which was co-founded by Hector Bellerin, expand their athlete roster which already includes notable players like Arsenal’s William Saliba and Kai Havertz, Manchester United’s Mason Mount,  along with Bayern Munich’s Alphonso Davies, and Serge Gnabry.

    As B-Engaged continues to solidify its position as a premier marketing and commercial agency, the partnership with Destiny Udogie underscores the agency’s commitment to elevating the brands of exceptional athletes.

    Destiny Udogie expressed his enthusiasm about the collaboration, stating, “Partnering with B-Engaged opens up exciting opportunities to enhance my off-field ventures. Witnessing the agency’s success with other athletes, I am confident in our collective ability to achieve great things.”

    Ehsen Shah, CEO of B-Engaged, shared his thoughts on the collaboration: “We are thrilled to welcome Destiny Udogie to the B-Engaged family. His prowess on the field and potential for off-pitch endeavors align seamlessly with our vision for excellence. We look forward to supporting Destiny in maximizing his impact both within and beyond football ahead of a big year for him in 2024 with the EUROs.”

    Media Information
    For further information, please contact Jordan Foster
    +44 (0)7516506252

    About B-Engaged 
    B-Engaged is a sports marketing agency headquartered in London.
    Specialising in engaging brands with athletes and sporting audiences across the world, B-Engaged’s roster consists of 21 athletes and 15 brands on a retained basis. With a full in-house team B-Engaged offers clients a full end to end solution when marketing to the sports audiences. For more information, please visit www.b-engaged.co.uk 

  • [LONDON, DECEMBER] B-Engaged, the global sports marketing agency, proudly announces the appointment of Michelle Tierney as its new Chief Revenue Officer, marking a huge strategic addition to the leadership team as of January 2024.

    Michelle brings a wealth of experience and a proven track record in the sports and gaming industries, having previously enjoyed  successful 14-year tenure in Arsenal FC’s Partnerships Team, delivering some of most renowned brands including Emirates, Nike & EA SPORTS and more recently as Chief Commercial Officer at Guild Esports, co-owned by David Beckham,  securing deals with Subway, Samsung and Coca-Cola.

    As Chief Revenue Officer, Michelle will play a pivotal role in devising B-Engaged’s revenue strategy, diversifying revenue streams across a broader sports & gaming offering and driving new business development opportunities to support the company’s global ambitions.

    With Michelle Tierney’s appointment, B-Engaged continues to fortify its leadership team, ensuring a strategic and innovative approach to navigating the dynamic sports and entertainment landscape. Her unique blend of expertise positions B-Engaged for sustained success.

    Ehsen Shah, CEO of B-Engaged, expressed his enthusiasm about Michelle Tierney joining the agency, stating, “We are thrilled to welcome Michelle as our new Chief Revenue Officer. Having worked with Michelle over the years from her time at Arsenal and Guild, I know the direction we can take with Michelle’s strategic vision and understanding of the market space, and we will be able to continue our rapid growth and strengthen our position in the industry.”

    Michelle Tierney, commenting on her new role, shared her excitement and vision for the future, saying: “Joining B-Engaged is an incredible opportunity to contribute to a forward-thinking agency with a strong commitment to elite talent brand development and best-in-class sports marketing.  I’ve long been an admirer of the agency due to it being the differentiator in its market and its dedication to making a positive impact on the world through their values.  The agency has enjoyed tremendous growth over the last decade and to be joining at such a pivotal time in its growth and expansion plans in 2024, I’m hoping my contribution will elevate B-Engaged to new heights both in the UK and beyond”

    Media Information
    For further information, please contact Jordan Foster

  • LONDON, JULY 2023: Soccer Supplement has appointed B-Engaged to help develop their marketing strategy and creative roll-out whilst also assisting to define the brand’s vision for the future.

    The agency will handle all aspects of positioning, brand strategy, design, digital and social media communication, as well as creative development of new campaigns and activation strategy involving their club and athlete partners.

    B-Engaged boasts a portfolio of client work with leading global brands including EA Sports, StockX, Lyle & Scott and Football Manager whilst also looking after the marketing and brands of a number of the worlds best footballers including Hector Bellerin, Serge Gnabry, Kai Havertz and Reece James. 

    Soccer Supplement is the leading football nutrition brand. The company help to supply players with specialist products to deliver elite performances on the pitch and meet their nutritional requirements before, during and after matches.  

    With the backing of England captain Harry Kane, Argentina star Paulo Dybala and Lionesses’ Lucy Bronze, a number of campaigns are already being planned to engage a younger generation and start a wider focus on grassroots initiatives.

    Ehsen Shah, CEO of B-Engaged said: “We’re incredibly excited and proud to be working with Soccer Supplement, their impressive club partnerships were brilliant enough, but the recent news around their global ambassadors has taken things to a new level.”

    “We look forward to driving awareness of the Soccer Supplement brand and telling engaging stories that we feel footballers, from professional too grassroots, across the country will resonate with.”

    Mark Britton, CEO of Soccer Supplement, said: “We first contracted B-Engaged in 2021 for a shoot and back then we knew the partnership was right for us long-term.

    As the business has continued growth professionalising the marketing function was a huge priority as we scale, the whole team at B-Engaged have been great to work with, and we are excited to continue growth to our next stage together”

    You can follow Soccer Supplement using the links below

    IG – https://www.instagram.com/soccersupplement/
    FB – https://www.facebook.com/SOCCERSUPPLEMENT
    TikTok – https://www.tiktok.com/@soccersupplement
    Twitter – https://twitter.com/SocSupplement
    LinkedIn – https://www.linkedin.com/company/soccer-supplement

  • Lyle & Scott Unites with HIFEN Studios and B-Engaged for Groundbreaking ‘Kits for Clubs’ Campaign, Pioneering Support for Grassroots Football

    [LONDON, JULY 2023] – Lyle & Scott, the iconic heritage fashion brand, has forged a groundbreaking partnership with HIFEN Studios and B-Engaged to launch the ‘Kits for Clubs’ campaign. This innovative initiative marks the first time a brand has committed to providing brand new kits for grassroots football clubs, supporting both men’s and women’s teams across the country. Leveraging B-Engaged’s unique positioning and extensive experience in working with athletes, the campaign aims to empower grassroots clubs with the essential gear they need to thrive.

    The ‘Kits for Clubs’ campaign reflects Lyle & Scott’s commitment to fostering a positive impact on local communities and nurturing the growth of football at its grassroots level. HIFEN Studios, renowned for its creative expertise, will collaborate with B-Engaged to execute a powerful campaign that resonates with players, fans, and the football community at large.

    Ben Gunn, Brand Director at Lyle & Scott, expressed his enthusiasm for the initiative: “At Lyle & Scott, we believe in the power of football to bring people together and drive positive change. The ‘Kits for Clubs’ campaign is a testament to our dedication to supporting the growth of grassroots football. By partnering with HIFEN Studios and B-Engaged, we are able to make an even greater impact, providing essential resources to local clubs and empowering the next generation of talent. We are incredibly proud to lead the way in this pioneering commitment to grassroots football.”

    Ehsen Shah, CEO of B-Engaged, spoke about the strategic fit for the campaign: “Our unique positioning in working with athletes and sports brands made us the perfect partners for the ‘Kits for Clubs’ campaign. We are thrilled to join forces with Lyle & Scott and HIFEN Studios to make a tangible difference in grassroots football. This initiative aligns perfectly with our mission to create meaningful connections and drive positive change through sports. Together, we aim to inspire and uplift communities, fostering a love for the game and supporting its growth from the ground up.”

    Charlie Hoare, Creative Director at HIFEN Studios, shared his excitement for the campaign: “As creative storytellers, we are passionate about using our talents to amplify meaningful initiatives. Collaborating with Lyle & Scott and B-Engaged on the ‘Kits for Clubs’ campaign allows us to not only showcase our creative expertise but also contribute to the vibrant world of grassroots football. We look forward to creating compelling narratives that resonate with players, clubs, and football enthusiasts alike, and ultimately make a positive impact in the communities we serve.”

    About Lyle & Scott:
    Lyle & Scott is an iconic heritage fashion brand with a long-standing legacy of craftsmanship and quality. With a rich heritage dating back to 1874, the brand has become synonymous with timeless style and contemporary design. Embracing its sporting roots, Lyle & Scott is committed to supporting grassroots football and making a positive impact on local communities.

    About HIFEN Studios:
    HIFEN Studios is a renowned creative agency known for its expertise in storytelling and visual communications. With a diverse portfolio of successful campaigns, HIFEN Studios is dedicated to leveraging the power of creativity to amplify meaningful initiatives and make a positive impact in the communities they serve.

    About B-Engaged:
    B-Engaged is a leading marketing agency specializing in elevating sports and entertainment brands through innovative and captivating campaigns. Driven by a passion for creating meaningful connections between brands and their audiences, B-Engaged’s expertise lies in crafting data-driven strategies that achieve remarkable results. With a unique positioning in working with athletes and sports brands, B-Engaged is dedicated to driving positive change through sports.

  • KOMI, the revolutionary link-in-bio alternative taking the digital world by storm, is excited to announce its strategic partnership with B-Engaged, a leading-edge marketing agency with a track record of elevating sports and entertainment brands. 

    The exciting collaboration is set to propel KOMI’s marketing efforts and solidify its position as the go-to platform for celebrities and influencers to connect with their audiences. Komi’s impressive user base includes high-profile personalities such as Idris Elba, Lizzo, and Mason Mount.

    As the demand for seamless and engaging link-sharing solutions continues to grow, KOMI has emerged as a game-changer in the industry, providing users with an intuitive platform to showcase their content and connect with fans like never before. The partnership with B-Engaged aims to leverage the agency’s expertise in sports and entertainment marketing to further enhance KOMI’s brand visibility and global reach.

    Lewis Crosbie, CEO of KOMI, expressed his enthusiasm about the collaboration, stating, “At KOMI, we strive to revolutionize the way influencers and celebrities interact with their audiences. Partnering with B-Engaged is a significant step towards achieving our vision. Their proven ability to craft captivating campaigns for sports and entertainment brands aligns perfectly with our mission to provide an exceptional link-in-bio experience for our users. We are thrilled to welcome B-Engaged aboard, and we look forward to reaching new heights together.”

    KOMI has already made waves in the digital landscape, attracting a high-profile user base that includes A-list celebrities and top-tier athletes. By simplifying the process of sharing multiple links across various social media platforms, KOMI empowers its users to connect with fans effortlessly and direct them to the content that matters most.

    Ehsen Shah, CEO of B-Engaged, expressed his excitement about the partnership: “Partnering with KOMI presents an exciting opportunity for B-Engaged to make a substantial, long-term impact in the influencer space. KOMI’s innovative platform has already garnered significant attention, and we are honoured to be chosen as their marketing partner. By combining our expertise in the sports and entertainment industry with KOMI’s cutting-edge technology, we aim to elevate KOMI’s brand presence even further and drive unparalleled engagement for their users.”

    As the partnership between KOMI and B-Engaged unfolds, users can anticipate an array of creative marketing initiatives, engaging content, and collaborations with top influencers and celebrities, all aimed at propelling KOMI to new heights and transforming the link-in-bio experience.

    About KOMI:
    KKOMIomi is a ground-breaking link-in-bio alternative designed to empower influencers, celebrities, and creators to share multiple links with their audiences effortlessly. With its user-friendly interface and powerful customization options, KOMI provides a seamless platform for connecting with fans and directing them to the content that matters most. Already embraced by notable personalities like Idris Elba, Lizzo, and Mason Mount, KOMI is redefining the link-sharing experience in the digital realm.

    About B-Engaged:
    B-Engaged is a leading-edge marketing agency specializing in elevating sports and entertainment brands through innovative and captivating campaigns. Driven by a passion for creating meaningful connections between brands and their audiences, B-Engaged’s expertise lies in crafting data-driven strategies that achieve remarkable results. With a diverse portfolio of successful collaborations, B-Engaged is dedicated to taking brands to new heights in the dynamic world of marketing.

    You can follow KOMI using the links below


    IG – https://www.instagram.com/komihq/
    TikTok – https://www.tiktok.com/@komihq
    LinkedIn – https://www.linkedin.com/company/komii/

  • HIFEN Studios have been commissioned by Lyle & Scott to create a new four-part docu-series that helps shows the power of football, whilst challenging a number of socio-economic issues.

    Situated across multiple European cities, the campaign will be the fashion brands first major entrance into the football sphere, with more plans set for later this year. 

    Alongside the content series, B-Engaged will work across a number of influencer campaigns designed to bring Lyle & Scott to the forefront of the football lifestyle markets.

    Ben Gunn, Brand Director at Lyle & Scott, said: “We’re looking forward to working with B-Engaged on a number of projects as we look to activate more in football at all levels over the next year. 

    “The working relationship has gone from strength to strength over the last few months and we’re excited to see the different campaigns come to life.”

    Charles Hoare, Creative Director and Co-Founder at HIFEN Studios said: “We are were excited from the first meeting with Lyle & Scott to bring their vision to life.

    The drive from Lyle & Scott to make meaningful content matched our ambitions at HIFEN Studios and is something we will always strive for in this project.”

    Jordan Foster, Brand & Communications Director at B-Engaged said: “After months of hard work, we’re delighted to be able to finally announce our work with Lyle & Scott, a brand with rich & prestigious heritage.

    “It’s been great to learn more about the direction that Ben is looking to take into football and once again reaffirms B-Engaged’s unique position in the football and fashion space.”

  • “Three Lionesses: Build Self-Belief, Find Your Team and Achieve Your Goals”

    B-Engaged worked with the biggest children’s publisher globally, Penguin Puffin, on a book that tells the inspirational stories of three Lionesses, including clients Ella Toone and Nikita Parris.

    The book, written for readers 9+, aims to inspire the next generation to embrace who they are and go after their dreams, taking lessons the players have learned from football and applying these to everyday life.

    Ella Toone said “After winning the Euros we wanted to use our voices and our platform to make sure girls don’t feel feel held back in any way.”

    Nikita Parris said “For me, making a difference has always been a real driver. Three Lionesses encourages readers to think about their own purpose and contribution to the world, so they can make a real difference too.”

    You can pre-order the book here.

  • B-Engaged is delighted to welcome England international Mason Mount to its player roster.

    The agreement will see the agency work alongside his family with his off-field marketing and philanthropic ventures.

    Widely regarded as one of the best young players in world football, the coup is seen as continued growth for the company with another world class player appointing the marketing agency. 

    One of the first activations between the parties was the Chelsea’s star recent shoot with Matches, which saw the midfielder talk on his love of fashion, life and interests away from football. You can read the full article using the link here.

  • B-Engaged is delighted to welcome Chelsea’s Reece James and Arsenal’s William Saliba to it’s player roster.

    The agreement will see the agency manage all of their off-pitch interests, including marketing, media, commercial and philanthropy initiatives.

    Widely regarded as two of the best young players in world football, the coup is seen as a landmark moment for B-Engaged who were founded in 2016.

    They join the likes of James’ Chelsea team-mate Kai Havertz, along with former Arsenal favourite Hector Bellerin, Thiago Alcántara, Alphonso Davies and Serge Gnabry.

    The signings come as B-Engaged look to increase their elite talent clientele, but specifically for those that believe more should be done in the charitable space.

    Having enjoyed fine starts to the season with their respective clubs, the pair are expected to play at the 2022 World Cup in Qatar. 

    James worked with B-Engaged to launch a YouTube channel detailing his race against time to be fit in time for the tournament next month.

    Ehsen Shah, CEO of B-Engaged, said: “We have admired both Reece and William from afar for a number of years. They tick all our boxes when looking at adding to our roster. Do we feel they are a world class talent that has the opportunity to do big things off of the pitch? When it’s a yes and you add in their charitable side it really is an exciting proposition.

    “We talk a lot in this world about being authentic and always remaining true to yourself. Reece and William, like the rest of our roster, do just that. 

    Reece James, Chelsea & England defender, said: “I’ve been keen to add to my team for a while and make sure I had the best in class when it comes to my off-field interest. 

    “Looking at the work B-Engaged have done with their other athletes, along with their record made them the stand out choice. I’m looking forward to activating some of the plans I’ve had for a long time.”

  • Although to start as a Partnerships Assistant at B-Engaged felt like walking into a new company and role, my process leading up to this had actually begun three years before, as an intern at B-Engaged. The experience I gained at that time, even working once a week for 3 months, inspired and prepared me for the next steps I followed.

    Prior to my first day I had the uncertainty combined with excitement of starting afresh in a new environment. This was coupled with having not been into an office in over two years!

    My first day nerves were gone almost instantly as I walked in and was greeted by the team, some I knew well already and some new faces. Being in the partnerships team is an incredibly rewarding role. It takes self-belief and perseverance at times, but it feels amazing when these efforts come together.

    For example, to see a project you’ve worked so hard on start to involve individuals from across other departments. This is where the strong collaboration and creativity of B-Engaged really comes to light. My journey at the company so far has involved a real mix of mentoring and ‘baptism by fire’. I was gradually taught the process and strategy of partnerships, but some of this is simply best learnt by jumping into new situations without fear of failure or outcome. From the first time emailing externally, to pitching to a brand, to leading a call and hosting clients at a game. Each situation took me out of my comfort zone and pushed me to improve. Once you reach new challenges, your self-belief rises because you’re armed with the knowledge of what you’ve achieved and overcome already.

    This is also helped when you have belief in what you are representing and proposing to prospective new clients. I have no doubt when reaching out to a brand that we could do great work for them. This is because I believe in the capabilities and creative and innovative work of our internal teams, Brand & Comms and HIFEN Studios.

    For anyone looking to apply to a role at B-Engaged or in sports generally, passion and curiosity are the foundations for a career in this industry. Even during my commute, I am regularly listening to relevant podcasts, reading books and researching new brands to approach.

  • Heading straight into an office might seem normal on your first day of work at a new company, but having had two years of zoom call meetings at a previous role, life at B-Engaged started on the front foot. 

    Meeting my manager, Jordan, and the founder, Ehsen, I learnt the ropes of the job in a meeting room near Warren Street. The next day felt more familiar, working from my living room in Brixton whilst meeting the majority of the team on calls throughout the day. 

    Like many others though, I didn’t have to wait long to join the team in real life as the company relocated to Holborn whilst a new London Fields-based office was being built. Getting that instant face-to-face contact allowed me to get right up to speed and learn the dynamics in ways a computer screen and a webcam just can’t do. 

    Instantly, I was involved in content meetings centred around the strategy for some of football’s biggest names and creating ideas for unreleased products. In a tight-knit team, it instantly felt like there were no restrictions and no idea was too optimistic. The motto ‘solutions not problems’ became clear to see. When we figured a content strand wasn’t possible due to rights restrictions, the team instantly pivoted and found another strategy that was just as strong. 

    Being able to pivot and react fluidly became a skill I crafted so quickly during the first few months as the creative output impressed and excited me being inside this new environment. Getting to experience shoots, see behind-the-scenes to how footballers operate and given the licence to lead two channels in the football and esports world made the choice to try a new company and role one that was massively rewarding. 

    Having sat down to write this blog, I can’t believe that 3 months have passed already. At this company you learn something new everyday, whether it be how to produce campaigns to a new way of analysing a social channel, there is a real focus on producing excellence and learning whilst you do here. 

    A quarter of a year in and I have learnt how to push the boundaries, how to keep your foot on the pedal and how to improve in an industry I love. Creating and impacting the world of football is an unbelievable feeling, and aside from playing at the top level (knee injury), it’s something I am super proud and passionate about doing. 

    If you’re keen to join a unique role within the world of football, I’d definitely tell you to jump aboard at B-Engaged and see where it takes you. As a young person in the industry, it’s an opportunity full of potential.

  • International footballers Kai Havertz and Alphonso Davies have become the latest global stars to partner with innovative casual footwear brand Crocs, Inc. as part of their 2021 “Guess Who?” social media campaign.

    Havertz, 21, has enjoyed an incredible 18-months after signing for Chelsea for a club record fee. The German international rounded off an impressive debut season by scoring the winning goal in the Blues’ UEFA Champions League victory in May. United National ambassador Davies, a three-time Bundesliga winner and FIFA FIFPro World 11 entrant, is currently having another stellar season with club side Bayern Munich. He is also the standout player for the Canadian national team as they look to qualify for the 2022 FIFA World Cup.

    The deal was brokered by commercial agency B-Engaged, whom have also teased another athlete partnership with Crocs to be announced in the coming months. The pair join the likes of singer Bella Poarch, social media star Kemio and K-Pop sensation Tzuyu of TWICE in the lineup of the brand’s latest ambassadors. The campaign content features Crocs Classic Slide, revealing Kai through a set of Jibbitz charms on TikTok and Instagram reels.

    “I’m delighted to work with Crocs and their latest “Guess Who?” campaign. I have been a huge fan of the brand since I was a child owning 100s of pairs, so it’s great to be part of the family. It’s so important that young people embrace who they are and what makes them so unique as it’s so easy to try and blend in. That’s why I think Crocs customisable Jibbitz charms are so good.”

    Kai Havertz, Chelsea FC

    “I really love my crocs and I’m excited about my partnership with them. As a brand, they have been very supportive of me and my career up to this point. I’m looking forward to the future and doing some great things together with them.”

    Alphonso Davies, Bayern Munich

    “We have really enjoyed working with Kai and Crocs on this campaign, for us it’s all about partnering athletes with brands they truly care about – which is definitely the case here! Working with yet another brand who values sustainability and their messaging on the environment is important to our clients and our agency, which makes it even more worthwhile working with Crocs and we look forward to announcing the second athlete ambassador soon!”

    Ehsen Shah, CEO of B-Engaged