Tap Management launches sports venture

Artist management company Tap Music has launched Tap Sports, a new business offering athlete management and branding and entertainment services to the sports industry.

Established by Ben Mawson, co-founder of Tap, whose music roster includes the likes of Lana Del Rey, Dua Lipa, Ellie Goulding and Dermot Kennedy, Tap Sports will focus on two main activities: offering consultancy and creative marketing services for sports clubs and sports entities, and brand and commercial management for athletes.

Initial Tap Sports clients include English football club Leeds United and Leeds/England player Kalvin Phillips, while Del Rey will record ‘You’ll Never Walk Alone’ for an upcoming documentary on Liverpool FC’s title-winning 2020 season.

Leading the new company is managing director Zoe Prothero, formerly of Coca-Cola (where she worked with Fifa and Uefa), Fuse (FA Premier League) and Formula E, with Carl Fysh, Lottie Lander and Thom Denson handling publicity.

“I am excited to launch Tap Sports with an incredible team alongside me, who all lead their respective industries,” comments Mawson.

“There is much synergy between entertainment and sports and an often-missed opportunity to grow audiences”

“We hold the belief that there is much synergy between entertainment and sports and an often-missed opportunity to grow audiences worldwide. We want to work closely with the best agents and best players and help them build their profile and commercial value.

“We will work strategically on the brand endorsement side, rather than just transactionally, and help players become cultural icons, building brands with a reach far beyond the pitch. I’m especially excited to be working with Kalvin Phillips, an incredible player at such an exciting time in his career.”

Angus Kinnear, chief executive of Leeds United FC, adds: “Following our promotion to the Premier League we have many new and exciting opportunities to engage and grow our fanbase across the UK and internationally. We look forward to working with the team at Tap to help us deliver against these off-field ambitions.”

In addition to Tap Management and Tap Sports, Tap Music comprises a record label, digital and publishing divisions, and a specialist electronic business, launched last year.

Other music companies with sporting divisions include CAA (CAA Sports), Endeavor (IMG), Paradigm Talent Agency and Crockford Management (Coda Independent Sports) and UTA (Klutch/UTA Sports).

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