The Capel Consultancy has announced the launch of Capel Sport, a global sports practice for rights holders and brands, following the launch of Capel Group in January 2026.
According to the release, Capel Sport brings together a global network of sports marketing specialists embedded in local markets, with end-to-end delivery backed by Capel Group’s 250-plus global specialists and founder-led agencies. The model is designed to allow clients to brief once and build everywhere.
“Harnessing Capel Group’s collective advantage as our competitive advantage, we empower our partners to deliver unparalleled impact on a global scale,” said Jonathan Cummings, Executive Chairman, Capel Group.
“Sport is no longer just a game; it is culture, identity, community, and commerce. Winning brands don’t just sponsor sport – they become part of it. We are excited to help brands show up in the right places and at the right cultural moments, staying locally relevant while scaling globally.”
Becca Derrick leads Capel Sport as Head of Capel Sport, bringing over 15 years of experience across the global sports ecosystem, specializing in cultural insight and brand positioning.
The practice covers brand strategy and identity, content and storytelling, fan engagement and community building, experiences and environments, retail and product innovation, PR, sustainability, and hospitality and F&B design.
“Sport has a unique power to unite and create community by cutting across class, language, geography and politics. Too many brands treat sport as a media channel,” said Becca Derrick, Head of Capel Sport.
“We believe the brands that truly understand sport don’t just perform better, they become part of something bigger. Capel Sport exists to help them get there properly, which means both locally and at scale. We know sport, its markets, and how to make brands authentically belong.”
