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Collective Media Group launches new sports division | Major companies | Business | News

Boosting momentum and growing footprint following its 2021 launch by former ViacomCBS International senior executives Claire McArdle and Rebecca Knight, Collective Media Group is poised to expand with a new sports-focused division.
The high-end factual producer is confident his new division will complement the company’s efforts to tell stories around some of the sport’s most iconic moments across the full range of unscripted productions.

Collective Media Sport will offer creative advice and production expertise to sports rights holders, governing bodies, clubs and brands, to help develop and distribute content around their IP. The company already offers The Legends Tour flagship shows, which are distributed in approximately 40 international markets and has several in development with international sports talent attached.

BAFTA-winning executive producer and showrunner Matt Wilkinson will lead the division as creative director. Wilkinson has worked with a range of intellectual property owners and sports brands, including The Ryder Cup, FIFA, Chelsea FC, Paddy Power and The Legends Tour, on their content, delivery and distribution strategies. He has over 15 years of industry experience producing huge entertainment formats such as I’m A Celebrity, A League Of Their Own and Soccer Aid.

Commenting on the launch, Wilkinson said: “With our experience and proven track record at the highest level, we are uniquely placed to offer advice to established and embryonic sports rights holders, then take their intellectual property and create programming that brings their sport to new audiences – as evidenced by our work with The Legends Tour. Collective Media Sport also wants to work as a production partner offering world-class production teams and experience.

Claire McArdle added: “The world of sport is home to some of the most compelling, powerful and inspiring stories in the world. We recently got some very exciting access, which we hope to announce very soon. Collective Media Sport will work closely with our unscripted business, to bring the best of what we do to our sports partners. With Matt at the helm and all the experience he brings, we hope to build on the exciting start the company has had in its first year.

In 2021, Collective Media Group announced a partnership agreement with Entourage Sports & Entertainment, one of the UK’s leading partnership agencies specializing in commercial sponsorship, talent representation and partnership management. Entourage represents a wide range of globally recognized personalities from the worlds of sports, media and entertainment, including a number of top South American footballers.