Sport & Leisure PR

We have expertise in

Sports event PR and onsite media management

We have a vast range of experience when it comes to implementing PR strategies to support major sporting events, both in the build-up to an event to help drive awareness and attendance levels, and by providing onsite media management to ensure the smooth running of the media operation from start to finish.

Our clients range from mass participation events like Rat Race Adventure Sports, through to international sporting spectacles such as the UFC’s sold-out European arena fight dates.

Sport sponsorship and endorsements

We regularly negotiate sponsorship and endorsement deals for our clients and are adept at representing both sports brands and athletes.

We are also able to ensure maximum value is delivered as a result of any endorsement by implementing a targeted and creative PR campaign.

We understand that, in this challenging economic climate, any sponsor will want to be confident that they will see a good return on their investment.

We believe we can help provide that confidence. Get in touch if you would like to see some examples of our work in this area.

Health and fitness PR

With an unrivalled contacts book across the national and consumer media in this sector, PHA’s dedicated health and fitness team deliver outstanding results time and again for all of our clients in this space.

From gym chains and bootcamps to personal trainers and fitness products, we have the experience, the contacts and the creativity to achieve results that really impact on our clients’ bottom line.

Athlete management and profile building

PHA Media’s sport and leisure team work with a number of athletes from across the sporting spectrum to both raise profiles and increase sponsorship opportunities and to manage and protect reputations.

Our client stable ranges from Premiership managers and international football players to GB’s beach volleyball team and record-breaking round-the-world sailor, Alex Thomson.

We are adept at managing the myriad of relationships and commitments that our athletes are involved in, and in maximising the kind of exposure they desire.

We also have vast experience when it comes to representing sporting individuals who find themselves under intense, and often unwanted, media scrutiny.

PureGym

PureGym

We worked at both a national and regional level to continually promote PureGym’s USPs and to raise awareness of their offering with consumers.

PhD Woman

PhD Woman

Educating the female audience about how protein, and PhD woman products specifically, should be used.

MW4

Alex Thomson Racing & HUGO BOSS

A bold, eye catching and unique campaign to celebrate the relationship between sponsor, HUGO BOSS, and athlete, British sailor Alex Thomson

UFC-Arena-5

UFC

To help UFC reach an ever increasing audience across Europe, the Middle East and Africa and to educate the public about the sport of MMA

  • How much experience do you have in Sports PR?

    How much experience do you have in Sports PR?

    The department has a great deal of experience across the sport, leisure and health and fitness sectors. We have been involved in campaigns for a diverse range of sports including football, golf, rugby, cricket, motor racing, Mixed Martial Arts (MMA), sailing and beach volleyball, and have worked with dozens of health and fitness clients.

  • What publications and influential contacts do you have within the sports industry?

    What publications and influential contacts do you have within the sports industry?

    As a result of our varied client list we have a varied contacts book to match, and are in regular contact with a wide range of sports writers and editors across the national and regional media. We have one of, if not the, best health and fitness contacts book in the industry. As a result of our work with a range of clients in this specific sector, health and fitness writers regularly come to us for input in their pages as they know we are able to provide a diverse range of content and expertise.

  • What kind of exposure can I expect working alongside PHA on a sports PR campaign?

    What kind of exposure can I expect working alongside PHA on a sports PR campaign?

    A significant number of our clients come to us when they are looking to take their media presence to the next level. They may be all over the regional or trade press but struggling for space in the nationals and online, or they may have good relationships with some outlets but be struggling to make headway with others. Alternatively, they may be looking for some creative ideas that will make people sit up and take notice of their brand in a big way. If you take a look at our case studies page, there are numerous examples of where we have done all of the above for clients. As an agency we are incredibly results focused. We don’t count hours or fill in timesheets. We work until the job is done and a result that both us and our clients are happy with has been achieved.

  • What are the latest trends in Sports PR and how would you capitalise on them for me?

    What are the latest trends in Sports PR and how would you capitalise on them for me?

    As with PR across the board, there is an ever increasing focus on creating strong video content. The world of sport of course provides particularly great opportunities to create eye catching video, and we are increasingly incorporating this in to our campaigns across the board. ‘Would video work here?/Can we create a video for this’ are questions we are now constantly asking ourselves and it is something you should consider for your own brand too. Of course it is no great secret that the best PR campaigns are fully integrated to include digital and social activity and other elements of the marketing mix, and this is certainly the case for our sport and leisure clients.

  • What kind of processes do you follow when working on sports PR campaigns?

    What kind of processes do you follow when working on sports PR campaigns?

    Again, each campaign is very different because of course each client is different. However, a good campaign requires good planning. At the outset of a new client relationship we take the time to get to know and understand the brand or the individual in question, immersing ourselves in their world, getting up to speed on their particular area of speciality and uncovering the stories that will help us to do our job properly. Our sports department is made up of a team of people who love all different kinds of sports, but we don’t pretend to be experts in absolutely everything. For example, before we started working with the GB beach volleyball team, I don’t mind admitting that I did not know too much about the sport, the competitions or the training involved. But we spent time down with the team at their training facilities in Bath and spoke at length to the athletes and the coach to aid our understanding. Likewise, when we started working with British ocean-racing sailor Alex Thomson, one of the first things we did was go down to Gosport to meet Alex and to get out on his boat with him. OK, we were sailing around the Solent for a couple of hours rather than sailing around the world! But it definitely helped to give us at least a little flavour of what life is like for Alex when he is taking part in offshore races. Having this kind of experience early on is of course vital, so that we can speak to the media knowledgeably, and with passion and enthusiasm, about the various sports that we are involved in.

  • How would you go about promoting the profile of an athlete or sports brand?

    How would you go about promoting the profile of an athlete or sports brand?

    It is hard to give a general answer to this question. However our first step would be to get to know the athlete or brand as well as possible. We try to uncover every aspect of their story so that we have multiple angles to take to different media outlets. For example, one of the UFC fighters we work with used to live in India where his parents ran a shoe making business making shoes for the likes of Mick Jagger and Elton John, another once saved a dolphin that had become stranded on a beach, another had ambitions of being a nurse before becoming a professional fighter, another practices hot yoga as part of their training regime… and so it goes on. Finding out the stories behind the athletes is one of our key strengths and gives us loads of great material to take to different media outlets.

  • What kind of sponsorship deals could you potentially gain for an athlete?

    What kind of sponsorship deals could you potentially gain for an athlete?

    As an agency representing both brands and individual athletes, we have a very good understanding of what brands are looking for when it comes to finding an ambassador. An athlete’s public profile, their media presence and their social media influence are all very important criteria. It therefore follows that if an athlete has good PR representation in place then they will become more attractive to potential sponsors.

  • Do you offer media training for athletes and sports personalities?

    Do you offer media training for athletes and sports personalities?

    Yes we do. The media requirements and pressures put on athletes can be intense and often unique, so we put together bespoke media training for each individual. You can find out more information here –

  • How would you go about promoting a sports event?

    How would you go about promoting a sports event?

    For sports and mass participation events we offer a full media and PR campaign based on the objectives for that particular event, whether that be ticket sales, sign ups, general brand awareness, or penetration of a specific market. We provide support through the planning stages and the initial announcement of the event, through to the event itself and the delivery of post event coverage and activity. There are lots of different ways we go about promoting an event, from identifying individuals taking part in a mass participation event with good stories to tell, working with any elite athletes involved, coming up with stunts that will create column inches or social noise, creating specific promo material that we can share with media and on social channels… and plenty more.

  • What does onsite media management involve and what do PHA Media offer?

    What does onsite media management involve and what do PHA Media offer?

    We offer a full on-event media management service and tailor this to each different event depending on requirements, but our service includes managing media and celebrity attendance/participation, media accreditation, event photography/broadcast requirements and requests, setting up and managing a media centre or check-in facility, managing and dealing with all on-event requests from the media and liaising with operations teams, and issuing any event press releases, imagery or other material from the event. Basically we offer a full service to manage and run any media related element of a sports or mass participation event.

  • How soon will your campaign have an impact and start showing results?

    How soon will your campaign have an impact and start showing results?

    Clients can expect to start seeing the results of our activity within days of starting to work with us, although of course it does take some time to see the full effects of a campaign. Monthly magazines work several months in advance, so even if we secure some coverage with a long lead magazine on day one of the campaign, it’ll take a couple of months at least before the piece comes through. On the opposite end of the scale, online coverage can be up within minutes and social activity usually starts from the minute the campaign kicks off.

  • I only want to target X region, can you do anything location specific?

    I only want to target X region, can you do anything location specific?

    We operate regional campaigns for a large number of our clients and have good relationships with a wide range of regional press. Our client PureGym have over 90 gyms nationwide and we operate as the press office for all of them, so activating a campaign which is purely regional, or has a regional element, is certainly not a problem for us.

  • How much can I expect to pay?

    How much can I expect to pay?

    This really depends on the brief and scope and the aims and objectives of each campaign. But PR, when done well, is an incredibly effective way of communicating with your audience and can provide a very impressive return on investment. As I have already mentioned, PHA are incredibly results focused – not just on delivering coverage, but on delivering coverage that is going to have a real impact. A significant number of our clients have been with us for several years – in fact two of my current clients were clients I started working on when I joined PHA Media over eight years ago. This longevity of relationship is not the norm in PR, but our clients stick with us because we add real value to their business.

Who we work with

  • FTB Pro
    FTB Pro
  • Alex Thomson Racing
    Alex Thomson Racing
  • Andrew Watson Racing Logo
    Andrew Watson Racing
  • UFC
    UFC
  • Wentworth
    Wentworth
  • Genting Casinos
    Genting Casinos
  • Hugo Boss
    Hugo Boss
  • West Ham United
    West Ham United
  • Revival
    Revival
  • Fabrice Muamba Logo
    Fabrice Muamba
  • Goals Soccer Centres
    Goals Soccer Centres
  • Tough Mudder
    Tough Mudder
  • Parkour Generations
    Parkour Generations
  • BetVictor
    BetVictor
  • Qatar 2022
    Qatar 2022
  • Who Scored
    Who Scored
  • Urban Golf
    Urban Golf
  • Beach Volleyball UK
    Beach Volleyball UK
  • Reebok Sports Club
    Reebok Sports Club
  • Pure Gym
    Pure Gym

Testimonials

“The whole team were fantastic at, and also during the build-up to, the event. They came up with, and organised, numerous successful activities with athletes, pitched and got us published into publications that would never typically cover UFC and were extremely organised throughout. As always, I don't know what I would have done without them!”

UFC EMEA Marketing and Communications team

“PHA has been instrumental in driving 90min's brand awareness in the UK media. Starting literally from scratch, PHA has turned 90min from an unknown startup into a leading platform for football UGC content distribution through strategic partnerships with tier-one publishers”

Asaf Peled, founder of 90min

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