Giant Spoon is backing a new marketing agency being established by one of its top executives—Laura Correnti—that is dedicated to women’s sports. 

It’s called Deep Blue Sports + Entertainment and will be led by Correnti as CEO. She will also remain with Giant Spoon as a partner. 

According to the companies, Deep Blue is designed to become the leading agency of record for brands in women’s sports — providing strategic guidance and, together with Giant Spoon, executional services across media, creative and experiential.  

Agency services include platform development and brand strategy, media investment, brand partnerships, ad campaign and content development and experiential marketing.  

The firm says it is also prepared to provide league and club media value analysis and other services like athlete / influencer partnerships, brand and thought leadership communications strategy, analytics and measurement framework development, and more.  

Deep Blue will host the second annual Business of Women’s Sports Summit in Spring 2024 and plans to have a presence at next year’s Cannes Lions Festival and 2024 Olympic Games in Paris. 

The new shop will announce additional senior management shortly. 

Deep Blue will also have an Athlete Advisory Council that initially will include Rennae Stubbs, ESPN commentator and former professional tennis player, professional golfer and media influencer Shasta Averyhardt, former Australian Cricket player and international cricket commentator Melanie Jones, Olympian and former professional soccer player turned broadcaster, influencer, and entrepreneur Melissa Ortiz. The council is co-chaired by KB2 Sports founders Kristin Bernert and Karen Bryant.  

Jones’ Australian-based firm Game On will serve as Deep Blue’s first international affiliate. 

“Deep Blue blends Laura’s knowledge of the game with her deep understanding of business, people, and creativity,” stated Giant Spoon co-founder Trevor Gurthrie. “We’re excited for Deep Blue to help Giant Spoon clients expand how people experience their brands in sports.”  

The firm’s name was inspired by the largest shark ever caught on camera, a great white female who has been dubbed Deep Blue and measures about 20 feet in length.