M&C Saatchi has announced it is launching an Australian Sport and Entertainment company.

M&C Saatchi announced it would launch a Sydney division of its Sports and Entertainment company. The division will mirror its New York and London counterparts, focusing on exploitation of brand sponsorship rights in sport, music, film and the arts.

Andrew Condon will head up the Australian company as managing director. Condon comes to the role with experience as a senior consultant at, sports marketing firm, gemba and as national sponsorship manager with Lion Nathan.

Steve Martin, global CEO of M&C Saatchi Sport and Entertainment, said many brands in the marketplace were not correctly exploiting their rights.

“We specialise in finding creative ways to get the best out of a sponsorship and our list of success stories proves we continue to deliver. In Australia, we will have the drive of a start up but with all the tools of an established and recognised business,” continued Martin.