EightyOneX, the latest offering from Wellington agency EightyOne, will focus on the sport and entertainment industry.
The new brand activation consultancy will seek to amplify the commercial interests of sponsors and their sports marketing assets.
Heading up EightyOneX is Megan Compain, formerly Head of Commercial Partnerships for 11 years at New Zealand Rugby.
Compain is a pioneering professional athlete, having been the first New Zealander and still the only Kiwi woman to play in the WNBA.
Her professional career took her to Philadelphia and London with AND1 Basketball, and then most notably to Nuremberg and Amsterdam with Adidas as their Global Basketball Sports Marketing Manager.
Compain returned home in 2010 to join the sponsorship team at NZ Rugby, managing global relationships with Adidas, AIG, Bulgari, Tudor and Unicef.
She says: “The expectation from brands of their sponsorship assets is only growing. Ensuring these demands are not only met but exceeded is becoming more important. EightyOneX will look to tackle this by combining the power of data from DOT loves data and the storytelling of EightyOne.”
With a wealth of experience in managing sponsors and partnerships globally, EightyOneX is well placed to over deliver on these objectives.
First up will be watchmaker Tudor, followed by Italian apparel brand Replay Jeans and headphone manufacturer Nura.
However, Compain says EightyOneX is not simply NZ rugby sponsor focused.
“We’re also working with the Wellington Blaze cricket team to help bring their brand to life, further committing to the great ‘Women in Sport’ initiative from EightyOne. Women’s sport and more specifically, inspiring young women, is a passion of ours and I hope that this is a platform where we can do more, showcase more and ultimately inspire more.”