Eighteen months ago, MSQ Sport + Entertainment was two people with a vision. Today, we’re proving that startup energy combined with veteran instincts can redefine what’s possible in sponsorship.
The numbers: £4m revenue from standing start. 12 consecutive competitive pitch wins—100% conversion in an industry where 30% is considered strong. Zero client attrition. 35 specialists across London, New York, and Amsterdam. £500k profit whilst investing heavily in senior talent and proprietary technology.
The validation: When Callaway Golf—one of the world’s biggest sports brands—chose us as their founding client when we were just two people, it validated our approach. Since then, The Athletic, Optimum Nutrition, Under Armour, British Gas, Glenfiddich, The FA, O2, Amazon, Virgin Media, and four more major brands (under NDA) have followed. When VMO2 entrusted us with major sponsorships like England Rugby and Gaming at just four months old, it suggested our approach resonated with how brands want to work.
The work: We create cultural moments that help brands grow. Howden’s “Insuring Greatness” tripled brand awareness and delivered £42.1M in net sponsorship value—proving B2B brands can be culturally relevant. The FA’s “Made for This Game” shifted conversations around women’s football. British Gas’s WSL partnership set category standards.
The difference: We’re differentiated by creativity, amplified by proprietary AI technology (TRIBES predicts cultural trends; TRACE transforms measurement), and enabled by data. Our real advantage: we invest in senior specialists who deliver smarter work that helps brands grow through sponsorship.
We came from nowhere. We’re proving we’re going somewhere exceptional.
