Apr 13, 2010 at 02:44 PM
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BEST Looks To Expand Digital Opportunities

Sports and entertainment shop, BEST (Blue Entertainment Sports Television) has selected integrated ad agency Barker/DZP to provide digital strategy and execution for its sports event properties, sponsorships and athletes. The vertically-integrated subsidiary of Blue Equity owns events, managing event production and operation, sponsorship deals, talent representation, promotions and television rights.

“Our business is built around interconnectivity,” said Michael J. Principe, managing director at BEST. “We create compelling sports and entertainment content that connects premiere talent, unique properties and sponsors with target audiences. Digital is the platform that makes those connections come alive, and we believe Barker/DZP has the expertise and capabilities to make that happen."

“There’s a tremendous opportunity for digital innovation in fan and sports marketing,” said Paul Sewards, managing director, Barker/DZP, New York, which beat out numerous other agencies in a highly competitive process. “Exploring ways to connect with an impassioned target audience is a great playground for digital, as well as being built for a social media love fest.”

Mercury Communications Group, which provides social media solutions to athletes, celebrities and entertainers will also work with Barker/DZP.

“We look forward to working with BEST and Barker/DZP to change the game in digital sports marketing,” said Kenny Crawford, a consultant with Mercury Communications Group, who helped develop the partnership between BEST and Barker/DZP.

There have have been rumors that Paris-based sports and media giant, Lagardère, has been in recent negotiations to buy BEST. According to its website, BEST represents over 400 clients in professional tennis, NFL, NBA, coaching, MMA, broadcasting and entertainment, and over 150 events.