Sports Technology

Australian-owned sport, entertainment and lifestyle marketing company Twenty3 Group has announced that it has taken a strategic stake in leading communications agency AMPR.

AMPR, founded in 1994, has grown to become one of Australia's most respected public relations agencies.

Led by Managing Director Sarah Gale, AMPR's long-standing clients in the fashion, retail and consumer industry include Melbourne Fashion Festival, David Jones, Zara, Forever New, Chemist Warehouse Group, Mazda Australia and Asahi Premium Beverages.

Recent wins for the agency include Chadstone - The Fashion Capital, international fitness apparel brand Fabletics, and the 2016 Melbourne Cup Carnival campaign for Sensis.

Twenty3 Group is led by Chief Executive John Tripodi (formerly L'Oreal Group and Mars Inc.) and Managing Director Michael Leeds (formerly Starcom MediaVest Group).

The firm contains high-profile shareholders and board members including Chairman Paul Leeds, Paul Dainty, Eddie McGuire and prominent lawyer Lev Shevki. Twenty3 Group clients include Mars Australia, Crownbet, TEG-Dainty and Village Cinemas.

Since launching into the Australian marketplace in 2009, Twenty3 Group subsidiary, Twenty3 Sport + Entertainment, has expanded its core sports and entertainment marketing services to also offer strategy consulting, media planning and buying, digital marketing, sponsorship management, and activation expertise to its broad client base.

The firm's integrated marketing and media approach to live entertainment can be seen on high-profile Australian tours such as Katy Perry, Bon Jovi, Michael Buble, Oprah Winfrey, Guns N' Roses, Hugh Jackman and Jerry Seinfeld.

Twenty3 Sport + Entertainment has also been appointed to manage the fan engagement and event operations for events such as the 2015 AFC Asian Cup – the biggest football tournament ever staged in Australia – and the record-breaking UFC193 extravaganza at Etihad Stadium featuring Ronda Rousey.

With offices in Melbourne and Sydney, AMPR will continue to operate as a stand-alone agency under the leadership of Sarah Gale and its senior team that includes Jannah Flockhart, who has been appointed General Manager, and Senior Account Director Stephanie Taylor.

The strategic partnership between Twenty3 Group and AMPR will bolster the credentials of both agencies to offer fully integrated communications and event solutions for existing and new clients.

Commenting on Twenty3 Group’s investment, Gale stated "this is a very considered transition phase for AMPR to ensure we remain at the forefront of the communications industry, being able to offer clients a fully integrated offering across media, digital services and activations.

“It will also allow for greater opportunity for the team to grow skills and broaden experience.

"With the support of the Twenty3 Group, we will strengthen AMPR's competitive position and expand our presence in the Sydney market," Gale said.

Tripodi added “our strategy is to bring together like-minded people and growth-oriented businesses operating in the fields of sport, entertainment and lifestyle marketing. AMPR is a leader in its field and is a great complement to our other Twenty3 Group companies.

"Both businesses have a great culture, share similar values and continue to attract talented people. We have admired AMPR from afar for a long time, and we look forward to working with Sarah and her dynamic team to position the agency for long-term growth and continued success." 

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