Iris has launched a new sports marketing arm which it claims will take the sector “out of the dark ages” with a focus on CRM, data and insights.
The new division will be launched worldwide and will feed into the network's global shops including Sydney, UK, Amsterdam and Singapore. Iris Sydney MD Penny Dixon and group account director Callum Walker will be leading the Sydney team.
Iris Sport will work closely with the Iris network's consulting, CRM and data and insight teams to add additional rigour to all activity under sports marketing. It aims to create better performance from sponsored assets and better analysis of activity.
Iris Sport global MD Nico Tuppen says the division will aim to build innovation in sports proprieties, noting that the sector still prioritises traditional media approaches rather than moving forward.
“Sports Marketing is still stuck in a 1970's world. It’s still middle-aged men talking about passion and glory, trying hard, and the joy of being a fan,” Tuppen says.
“This is where the real difference (and benefit for clients) lies; our approach with Iris Sport actually understands the real commercial return of sports marketing.”
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