LONDON — Global VIP sports and luxury experience business Pitchside Hospitality has appointed Where Eagles Dare as its PR agency on a retained basis.

The agency will lead communications for Pitchside Hospitality, which is owned by sports media rights business Pitch International, to support venues and packages including, PDC World Darts Championships, the FA Cup Final, Live music from Wembley Stadium, F1 VIP packages, Wimbledon, Six Nations rugby and private dining experiences with Michelin-starred chefs.

Where Eagles Dare will oversee all aspects of marketing and communications including brand, consumer and trade PR, digital, influencer and partnership engagement.

The agency has already started working with Pitchside Hospitality to engage corporate partners, charities and consumers for exclusive sports and lifestyle experiences and VIP boxes including Wembley’s only ‘Super Box’, the Kia Oval and Lords cricket grounds, F1 in Las Vegas and the British Grand Prix at Silverstone and The Paddy Power PDC World Darts at Alexandra Palace.

Pitchside CEO Neil Bailey said: “The Where Eagles Dare team has already played an integral role in the growth and development of the Pitchside brand and communications strategy and is now in full swing for the PDC World Darts Championships. As the market leader in sports and entertainment hospitality it is important to have a communications partner that understands our diverse and dynamic world. In Richard and his team, we have exactly that and look forward to a long and successful partnership”.

Where Eagles Dare founder and CEO Richard Tompkins – the former MD of W Communications who co-founded the agency in 2020 and completed an MBO in May this year – added: “As a sports fan, this is a hugely exciting win for the agency and me. Being able to play an integral role in communications on behalf of Pitchside for some of the most iconic and exciting sporting events in the calendar, as well as the very best in VIP dining and luxury holiday experiences, is an honour. We’re looking forward to supporting Neil and his team as the business moves to the next level.”

Pitchside Hospitality joins Innocent, Cote Brassiere, Cook Frozen Foods, Italian food company Casillo, premium glassware supplier Govino and social cricket company Sixes on Where Eagles Dare’s client roster.