Established by the two principals in 2006, Aidan Day and Rob Owen, SPORTCEL is an independent sponsorship and event marketing agency, providing strategic advice and support to both rights holders and brand investors within the live events industry.

Offering advice, consultancy and event delivery in all key areas of live consumer engagement: sport, entertainment and public sector initiatives.

A part of the M-Is group, with head office team based in Old Isleworth, West London delivering UK, European and Global projects

A network of delivery agency relationships in key markets around the world including Asia, Benelux, France, Spain, the UAE, and Malaysia

The SPORTCEL offering


At SPORTCEL, we work with rights holders and brand investors within the live events industry, to help them bring to life both their sponsorship properties and assets through experiential events that deliver a fantastic, consumer engagement experience, along with significant media exposure. 

For more information on previous entertainment and sporting events, please contact us or see our Case Studies page.


Across all of our client projects, events and rights properties, brand communication provides the heartbeat. We realise that in today's world of information overload, the only branded communications consumers take notice of are those they choose to engage with. And while delivery platforms have revolutionised the way we receive messaging and content, like television advertising in its heyday and print before it, we know that we all respond best to experiences which are relevant, informative and entertaining... not as bystanders, but as participants. 


Our clients choose SPORTCEL to help evolve and grow their presence in the sports, rights, and live events arenas. Drawing on over 40 years industry experience, our director led approach drives brand awareness, engagement, and consideration, supporting the broader client marketing programme. From industry events, to one on one strategic briefings, we believe strong brand presence must be the starting point for any campaign.


Our specialist skills lie in the development of digital strategies, ideas and programmes, harnessing the power of digital engagement - to drive the rapid distribution of news, information and content, to a targeted audience; providing the consumer with the ability to interact and share with brands in real time, through websites, mobile applications, social media and emerging technologies.


SPORTCEL have a successful history working with rights-holders from both public and private sectors, offering a complete commercial support function. Over the years, we have developed partnerships between our clients and some of the worlds leading brands, including Longines, BT Sport and Land Rover, to name but a few. In the process we have generated millions of partner investment in our client properties. SPORTCEL do not operate on a standard fixed commission basis, rather negotiated tailored relationships appropriate to the individual properties.