MarketingFeaturedSoutheast Asia

Martech ventures to sports sales channel through new acquisition

Teddy Cambosa - February 8, 2021

Kuala Lumpur, Malaysia – Marketing technology consultancy,, has acquired Fresh Sports Group (FSG), strengthening its consultancy offering across the entire digital spectrum, and rebranding FSG as admiral.sports.

Under the acquisition, will bring expertise in brand creation, content development, campaign execution, and business strategy. The uniting of the two companies enables to enhance its executive team, strengthen its marketing technology consultancy offering and expand into an exciting new sales channel – sports. 

For Pieter Van den Eynde, founder of, the recent acquisition is in line with their company mission of making them thrive in the digital world. As such, being digitally-inclined is especially relevant for businesses to innovate aggressively, therefore, the deal will further enhance their digital capabilities to service clients better.

“We see this as a natural move in the right direction. Even prior to the deal, we found the FSG team to be a strong ally, having worked closely with them on multiple collaborations over a number of years. We also recognize that sports technology is an exciting market to dive into with tremendous potential. Moving forward, admiral.sports will play a highly integrated and complementary role, creating a dynamic synergy, thereby fortifying our core business where the end result is truly greater than the sum of its parts,” he stated.

Furthermore, the acquisition will have Van den Eynde lead the Group’s aggressive growth agenda, with co-founder Alec Van Noten focused on building the company’s ‘Technology as a Service’ proposition in the role of chief product officer.

Other leadership movements include FSG’s co-founder Sam Middlehurst taking up the role of chief executive officer and is tasked with setting the strategic direction and assembling the building blocks for the next stage of growth. Completing the impressive executive team as chief marketing officer is fellow FSG co-founder Tim Johnston, who brings with him a wealth of brand creation, marketing, and managerial expertise.

“We collectively share a vision to make marketing technology more accessible to more brands. By joining forces, we now cover the entire digital spectrum, from strategy to technology to creative; enabling us to service a broad spectrum of cross-industry and cross-category clients,” Middlehurst commented. 

The acquisition will serve as an opportunity to launch a new ‘go-to-market’ execution framework for clients; connecting technology, data, and marketing to drive better customer experiences and deliver results for clients. This new strategy has been supported by a refreshed brand identity, which projects a shared passion for marketing and technology.