New York: Burson has announced significant new client wins and a robust expansion of its Sports & Entertainment offering. The developments further cement Burson’s position as the world’s leading sports and entertainment capability within a top-tier PR firm.
This growth trajectory reflects Burson’s continued investment in unmatched regional centers of excellence and a sophisticated suite of data and intelligence tools. The agency’s innovative approach is enabling global brands to leverage sports and entertainment as powerful platforms for reputation-building, emotional audience engagement, and cultural impact.
“The sports and entertainment sector is experiencing record growth, with brands, organizations and sponsors expanding into new markets worldwide,” said Corey duBrowa, Global CEO, Burson. “In a world searching for common ground, sports and entertainment offer unparalleled opportunities for clients to connect with audiences on a deeply emotional level, creating value for fans and building reputation and loyalty for the organizations. Burson’s experts are unlocking the economic and marketing power of sports and entertainment to align brands, organizations and cities with shared audience values.”
Burson’s latest client partnerships span a diverse array of markets and disciplines. In the U.S., the agency has been named creative and earned media partner for New York City FC, where it will support the club’s brand campaign. In the UK, Husqvarna Group, a global leader in outdoor power products, has appointed Burson as its PR agency of record to drive brand awareness, product adoption, and partnership visibility within the landscaping and golf sectors.
Additionally, TEDSports Indianapolis, an inaugural sports-focused thought leadership event launching in September 2025, has partnered with Burson to lead its strategic digital communications, content creation, and media relations efforts—positioning the event as a premier global platform for innovation in sports.
“Sports and entertainment partnerships can unite people like nothing else, as shared passions transcend geographic, political or socioeconomic boundaries,” said Allison Cirullo, Global Practice Lead, Consumer and Brand, Burson, who also leads the agency’s Sports & Entertainment offering. “What makes Burson’s offering so distinctive is our global reach – we have experts across every region – and the advanced data and intelligence expertise we bring to every engagement.
Cirullo added, “From our 30-year relationship with adidas to our newer client engagements, we are helping brands win in ways that build reputation and cultural currency. From the global rise of women’s sports, the fervent enthusiasm for Kabaddi in Asia-Pacific and the massive popularity of esports in the Middle East, the opportunities for brands to establish long-term commitments and create lasting legacies are immense.”
With a presence spanning Asia-Pacific, Canada, Europe, Latin America, the Middle East, the UK, and the U.S., Burson’s Sports & Entertainment division offers fully integrated services. These include:
*Data-Informed Partnership Validation – Assessing the impact of athlete, team, and celebrity partnerships on brand perception.
*ROI Optimization – Maximizing the return on marketing investments.
*Risk Mitigation – Anticipating and addressing potential brand and reputation risks.
Burson’s sports and entertainment client roster also includes major names such as Activision Blizzard, Adidas, Red Sea Film Festival, Supernus Pharmaceuticals, and Spotify.
