Capel Group Launches Capel Sport: Redefining What a Global Sports Marketing Can Look Like
- The Marketer
- 1 day ago
- 2 min read
The Capel Consultancy announces the establishment of Capel Sport – a global sports practice designed to redefine how rights holders and brands navigate the intersection of culture, commerce, and community
Built on decades of expertise, Capel Sport brings together a curated global network of elite sports marketing specialists – each deeply embedded in their local markets and passionate about sport. The result is a seamless model that allows clients to brief once and build everywhere, powered by local expertise at every level and end-to-end delivery backed by Capel Group's 250+ global specialists and founder-led agencies.
“Harnessing Capel Group’s collective advantage as our competitive advantage, we empower our partners to deliver unparalleled impact on a global scale. Sport is no longer just a game; it is culture, identity, community, and commerce. Winning brands don’t just sponsor sport – they become part of it.
We are excited to help brands show up in the right places and at the right cultural moments, staying locally relevant while scaling globally,”
said Jonathan Cummings, Executive Chairman of Capel Group.
Becca Derrick leads Capel Sport, bringing over 15 years of expertise across the global sports ecosystem. A specialist in cultural insight and brand positioning, she transforms sporting moments into deep consumer connections and measurable commercial impact.
The practice covers brand strategy and identity, content and storytelling, fan engagement and community building, experiences and environments, retail and product innovation, PR, sustainability, hospitality and F&B design, delivering a complete, connected service across every dimension of modern sport.
“Sport has a unique power to unite and create community by cutting across class, language, geography and politics. Too many brands treat sport as a media channel. We believe the brands that truly understand sport don’t just perform better, they become part of something bigger.
Capel Sport exists to help them get there properly, which means both locally and at scale. We know sport, its markets, and how to make brands authentically belong,”
said Becca Derrick, Head of Capel Sport.
