Global communications agency Burson has unveiled new client wins and the expansion of its sports and entertainment offering. 

Burson was recently selected as a creative and earned media agency partner for New York City FC, charged with supporting the club’s brand campaign.

In the UK, Husqvarna Group, a leader in innovative outdoor power products, has appointed Burson as its PR agency of record. Burson will focus on elevating brand awareness, driving product adoption, leveraging relationships with golf ambassadors and partners, and solidifying Husqvarna's position as an innovative market leader in both residential and professional landscaping.x

To ensure the successful launch of its inaugural event in September 2025, TEDSports Indianapolis has also partnered with Burson to lead efforts in strategic digital communications, content creation and media relations.

This partnership reflects a shared vision for elevating the sports industry through thought leadership and compelling storytelling, ensuring that TEDSports Indianapolis becomes a premier platform for transformative ideas within the sports industry.

“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.”

In the Asia-Pacific region, Burson has a proven track record, having worked with brands to amplify their partnership with some of the biggest sporting and cultural events including the Australian Open, Formula 1, FIFA World Cup, Australian Football League, Premier League, Indian Premier League, T20, America’s Cup and the Rugby sevens, amongst others.

In Hong Kong, Burson is supporting Great Entertainment Group in amplifying the highly anticipated return of Cirque du Soleil’s KOOZA to the city after seven years, generating significant media attention in the region.


In China, Burson has been delivering sports and entertainment communication services for over a decade, enabling brands to become protagonists of popular narratives, realizing mindshare and forming closed loop of product effectiveness. In the course, Burson has successfully formed long-term partnerships with brands such as Li Ning.

In India, Burson has partnered with sports organizations such as the National Basketball Association and broadcasters such as Star Sports and Sports18 in navigating the dynamic sports and entertainment landscape, delivering integrated campaigns that drive fan engagement and cultural relevance.

"Sports and entertainment partnerships can unite people like nothing else, as shared passions transcend geographic, political or socioeconomic boundaries," explained Allison Cirullo, global practice lead, consumer and brand, Burson, who also helms the agency's sports and entertainment offering.

"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,” Cirullo added. “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."

Burson's sports and entertainment offering provides clients with a comprehensive suite of services, delivered by experts in Asia-Pacific, Canada, Europe, Latin America, the Middle East, the UK, and the U.S. The agency uses its proprietary Innovation Suite and WPP Open, WPP’s AI-powered intelligent marketing operating system, to provide clients with data-informed partnership validation, ROI optimisation and risk mitigation, it said. 

Other leading brands and organizations in Burson’s sports and entertainment space include Activision Blizzard, adidas, Red Sea Film Festival, Supernus Pharmaceuticals and Spotify, among many others.