London-based MSQ Sport + Entertainment is expanding to North America with a practice led by managing partners Andrea Nirsimloo and Paul Anastasiadis, who left M&C Saatchi Sports + Entertainment in January to take on the new assignments. They are based in New York.   

The MSQ S+E practice specializes in sponsorship strategy and activation, social content strategy and production, consumer and corporate communications, live experiential events and creator marketing.  

MSQ S+E is part of agency group MSQ, which formed its sports and entertainment marketing practice in the UK last year with industry veterans Steve Martin and Jamie Wynne-Morgan.   

Nirsimloo and Anastasiadis bring years of experience to their new roles, including a decade serving in senior roles at M&C Saatchi Sport + Entertainment NA.    

The pair have led integrated marketing and communications initiatives for numerous blue-chip brands including adidas, Oakley, Unilever, Anheuser Busch, The New York Times, Red Bull, William Grant & Sons, Coca-Cola, and more.  

MSQ Sport & Entertainment has access to resources and talent across all MSQ agencies globally, the company said. That includes a staff of 1,850 across 24 markets globally.  

The launch of MSQ S+E NA follows MSQ’s acquisition last fall of creative agency SPCSHP (FKA Big Spaceship), which the company says doubled its footprint in the U.S.  

Additionally, MSQ acquired UDG, the 350-employee pan-European consumer experience powerhouse, in November 2024.  

The NA practice is the second expansion move announced by MSQ S+E this year. Earlier it unveiled plans to set up an office in Amsterdam, with doors opening there next month.   

Recent UK client wins include The Football Association, UK telco giant Virgin Media O2, Callaway Golf Europe, Amazon and its UEFA Women’s EURO 2025 partnership, Glenfiddich and its Aston Martin Formula 1 partnership and insurance broker Howden and its title partnership of the British & Irish Lions. 

 
Pictured above (l to r): Nirsimloo and Anastasiadis.