W wins European PR brief for Major League Baseball

Major League Baseball (MLB) has appointed W to handle its UK and European PR, as the organisation looks to increase its efforts throughout the continent to engage with fans and cultural influencers.

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W’s wide-ranging PR and social brief will encompass activating handpicked cultural partnerships, planning live events, and other efforts to showcase the sport to existing and new fans.

Working closely with MLB’s UK office, W will create initiatives focused on the MLB brand and its classic team marks over the next 12-months, as part of a multi-year growth strategy for MLB.

W won the account following a competitive pitch.

Charlie Hill, MD of MLB Europe, said: “We were impressed with W from the very first meeting. They instantly understood the job to be done for Major League Baseball in Europe and their strategic and business results-driven mentality makes them an ideal partner for us. We’re looking forward to an exciting and busy 2017 with the W team.”

Richard Tompkins, MD of W, said: “The Major League Baseball brand is one of the most historic and iconic in the world, so it’s an incredibly exciting opportunity for the agency to lead its plans in Europe. The approach will be very different to that of other US sport exports, and allow the agency to combine many of its diverse skills – from influencer to social, events to partnerships – across the UK, France, Germany and Italy.”