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“Jen is a great addition as we continue to invest in talented people, and she will be a great leader in further establishing our agency as a global leader in sports marketing,” said John Rowady, President & Founder, rEvolution. With extensive experience leading scaled client teams and brands in sports sponsorship, Entenman will bring additional enterprise knowhow to rEvolution’s client services, operations and integrated services team to deliver on our mission of performance-measured integrated marketing campaigns for our clients. Prior to joining rEvolution, Entenman spent seven years at Momentum Worldwide where she led a large, interdisciplinary agency team that helped United Airlines deliver brand-building sports and entertainment marketing campaigns. Overall, Entenman holds 16 years of invaluable experience and proven success in forging meaningful partnerships, crafting integrated sports marketing campaigns and driving loyalty for top-tier brands, including Chevron, Brita, Microsoft and Mondelez, among others.

I started my journey with rEvolution in February 2020, motivated as ever, looking forward to helping the rEvolution UK team create and grow the creative department and offering; and what an exciting challenge. My first challenge here was that this time I was to be starting up a new in-house division from scratch, having to embrace every role within a creative department. For my first project I had to put on my best wetsuit as rEvolution was taking part in the most exciting new sailing series in the world: So, let’s see what this year is all about and let’s be ready to rEvolutionise the world.

Authorities must consider how racing is positioned to appeal to the next generation of millennials, and beyond that, Generation Z. Vast differences exist in the interests and media habits of over 55s and under 35s, for example, specifically within existing horseracing fans, only 33 per cent over 55s show an interest in the latest technology products, compared to 62 per cent of 18-34 year olds. ITV Racing’s coverage, which has sought to demystify horseracing and make it more appealing to a wider audience, has seen significant increases in viewers during its tenure, including the younger generation, with 2020 ratings 45 per cent higher than in 2016 when Channel 4 last held the rights. For instance, it is well documented that the adoption of augmented reality (AR) can increase engagement with fans and attract new audiences, with many sporting entities, including Premier League rights holder, BT Sport, and NASCAR, making AR integral to their customer outreach strategies. If racing can secure the right brands, who will be able to implement targeted activations aimed at younger generations and attracting new audiences through enhanced experiences, commercial deals will not only provide funding for current stakeholders, but will be a catalyst for change that will benefit the sport for years to come.

rEvolution, the largest independent integrated sports marketing agency, has further bolstered its UK team after hiring former IMG Golf communications specialist, Tom Benbow. Benbow joins rEvolution from the Ladies European Tour (LET) where he was Interim Communications Director, responsible for PR and marketing of the Tour’s global tournament schedule and its 300-strong player membership. Prior to the LET, Benbow spent seven and a half years at global sports, events and talent management company, IMG, specialising in golf, specifically the planning and implementation of IMG Golf’s global PR & communications strategy across a portfolio of international events and high-profile clients, including HSBC’s tournament portfolio, the AIG Women’s Open and the Solheim Cup. With over 10 years’ experience in the sports marketing sector, working for a variety of agencies and rights holders across brands, including Kia, EDF Energy, Sky Sports and the BBC, Benbow will help expand rEvolution’s golf expertise and capabilities in the UK, where he will also work closely with the agency’s Executive Business Consultant, Jamie Salmon, who was previously Head of European Golf at Lagardère Sports.