/ THE SPORTS ENTERTAINMENT AGENCY

We exist to drive growth in sport by creating entertainment-led stories and partnerships that connect fans, brands and rights holders. 

Our Story

Founded in 2016 by James Campbell and Nick Jackman, 50 Sport (then Fifty Digital) was born to connect sports rights holders and sponsors through unified social and digital storytelling.

Today, that sweet spot defines us. We believe in the unique power of sport to reach and engage audiences and we work on both sides of the ecosystem to unlock it - activating global powerhouse brands across their portfolio of sponsorships and helping rights holders entertain fans in a variety of different sports.

As athletes became creators, clubs became media brands and fans became communities, we evolved into The Sports Entertainment Agency, combining entertainment-led creative, partnerships and performance with a relentless focus on ROI, and a belief that sport allows everybody to win in their own way.

We’re a people-powered business, proud to have some of the best talent in the industry, with a deep commitment to realising the power of sport in making a difference to people’s lives.

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How We Did It

We built our reputation where sport moves fastest - at the intersection of culture, creativity and performance. Working with both brands and rights holders gives us a unique perspective on how the ecosystem really works - commercially, culturally and creatively.

From always-on storytelling to global campaigns and entertainment-led partnerships, we create work designed to capture attention, build brands and drive measurable growth.

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/ OUR SERVICES

We deliver end to end creative and strategic solutions at the intersection of sport and entertainment. We craft content and experiences that inform, inspire, and entertain, bringing stories to life with energy, clarity, and impact.

  • We uncover the tensions, truths and opportunities that move sport and culture forward. Turning insight into platforms built for fame, relevance and growth.

  • We create storytelling ecosystems that keep brands and rights holders in the conversation. Turning sporting moments into content that fans actively choose to follow.

  • We craft bold ideas and distinctive designs that turn moments into culture. Work designed to travel through sport, entertainment and the wider world.

  • We make ideas real - with pace, craft and precision.
    From social content to global campaigns, built for the speed of sport.

  • Relentlessly focused on our clients’ success.
    Setting the bar high, breaking the ordinary and never standing still.

OUR values

UNLEASH YOUR
PERSONAL BEST

/ WINNING TOGETHER

We believe that when people are backed to be bold, encouraged to 
raise their standards and trusted to 
take ownership, everybody wins – 
our clients, our partners and each other. This is unlocked through four values that shape how we think, act and 
show up every day:  

  • Think without limits. Push ideas further. Challenge the ordinary. Because progress only happens when someone decides good isn’t good enough.

  • Stay humble. Respect the craft. Back the team.
    Great work happens when talent, trust and culture move together.

  • Take responsibility and make it yours.
    Ownership builds accountability, leadership and better work.

  • Hold the highest standards in everything you do.
    Because effort, integrity and teamwork turn good work into great work.

We are continually looking for the best talent to join us across all departments, if you are interested in joining our ever-growing team, head over to our careers website through this link

JOIN
OUR
TEAM