LONDON — Boldspace has announced the launch of a sport practice, led by former MailOnline sports news editor, Charlie Skillen.

Skillen (pictured, left), who joins Boldspace as head of sport, spent eight years leading the Daily Mail newspaper’s online sports desk, until 2021. He has since been an independent consultant with agencies and leading on sport campaigns for the likes of Shelter, NFL, JustEat and Sky Sports.

As part of the new practice, Boldspace has signed an exclusive partnership with sports sponsorship agency Future Sports Marketing. The organisation will support Boldspace clients looking to broker sponsorship deals with major rights holders, with Boldspace managing all sponsorship activation and ongoing marketing, communications and campaigns.

Boldspace has previously worked with sport and sponsorship clients including Sky, Barclays, Nike, Betfair, and Silverstone. Co-CEO Mike Robb (pictured, right) said: “Brands tapping into the reach and resonance that sport can give them is nothing new, but the opportunities open to them today are bigger than ever before.

“We have seen natural, organic interest from our client base to do more to make the most of these opportunities and this new practice is a direct response to that. I am excited about what Charlie and his team will deliver for our clients in the years ahead.”

Skillen added: “Sport is such an ever-changing, rewarding sector to work in, with limitless opportunities for storytelling, and I know that the skillset at Boldspace makes it the perfect destination for brands looking to tell their story. That's what has got me truly excited about coming here: it is the solution every brand I have ever worked with needs when thinking about how to maximise their impact in sport.”

The launch comes shortly after Boldspace was appointed as the UK consumer and corporate PR agency by BetMGM, the new UK iGaming and online sports betting platform from MGM Resorts International, where the agency’s brief included growing the brand’s awareness and reputation with football and horse racing fans.