Hong Kong – Global communications agency Burson has announced new client wins and the expansion of its Sports & Entertainment offering. This growth, together with the agency’s regional centers of excellence and suite of data and intelligence solutions, demonstrates Burson’s ability to leverage sports and entertainment to build brand reputation, foster lasting relationships and shape culture.
In Asia-Pacific, Burson has a proven track record, having worked with brands to amplify their partnership with some of the biggest sporting and cultural events including the Australian Open, Formula 1, FIFA World Cup™, Australian Football League, Premier League, Indian Premier League, T20, America’s Cup and the Rugby sevens, amongst others.
In Hong Kong, Burson is supporting Great Entertainment Group in amplifying the highly anticipated return of Cirque du Soleil’s KOOZA to the city after seven years, generating significant media attention in the region.
In China, Burson has been delivering sports and entertainment communication services for over a decade, enabling brands to become protagonists of popular narratives, realising mindshare and forming closed loop of product effectiveness. In the course, Burson has successfully formed long-term partnerships with brands such as Li Ning.
In India, Burson has partnered with sports organisations such as the National Basketball Association and broadcasters such as Star Sports and Sports18 in navigating the dynamic sports and entertainment landscape, delivering integrated campaigns that drive fan engagement and cultural relevance.
Burson was also recently selected as a creative and earned media agency partner for New York City FC, charged with supporting the club’s brand campaign. In the UK, Husqvarna Group, a leader in innovative outdoor power products, has appointed Burson as its PR agency of record. Burson will focus on elevating brand awareness, driving product adoption, leveraging relationships with golf ambassadors and partners, and solidifying Husqvarna’s position as an innovative market leader in both residential and professional landscaping.
To ensure the successful launch of its inaugural event in September 2025, TEDSports Indianapolis has partnered with Burson to lead efforts in strategic digital communications, content creation and media relations. This partnership reflects a shared vision for elevating the sports industry through thought leadership and compelling storytelling, ensuring that TEDSports Indianapolis becomes a premier platform for transformative ideas within the sports industry.
Corey duBrowa, global CEO at Burson, said, “The sports and entertainment sector is experiencing record growth, with brands, organisations and sponsors expanding into new markets worldwide. In a world searching for common ground, sports and entertainment offer unparalleled opportunities for clients to connect with audiences on a deeply emotional level, creating value for fans and building reputation and loyalty for the organisations. Burson’s experts are unlocking the economic and marketing power of sports and entertainment to align brands, organisations and cities with shared audience values.”
Meanwhile, Allison Cirullo, global practice lead for consumer and brand at Burson, who also helms the agency’s Sports & Entertainment offering, commented, “Sports and entertainment partnerships can unite people like nothing else, as shared passions transcend geographic, political or socioeconomic boundaries. What makes Burson’s offering so distinctive is our global reach – we have experts across every region – and the advanced data and intelligence expertise we bring to every engagement.”
She added, “From our 30-year relationship with adidas to our newer client engagements, we are helping brands win in ways that build reputation and cultural currency,” Cirullo added. “From the global rise of women’s sports, the fervent enthusiasm for Kabaddi in Asia-Pacific and the massive popularity of esports in the Middle East, the opportunities for brands to establish long-term commitments and create lasting legacies are immense.”
