Global - MediaCom Worldwide has launched a new global sports division, MediaCom SPORT, headed by global head of sports Marcus John (pictured), former SVP & managing director of IMG Consulting Asia Pacific. The new division has been created as a result of increasing reach of sports with consumers and MediaCom's understanding of the need for clients to position their brand in this space at a global level. MediaCom SPORT will offer four key areas of services: strategic advice, rights negotiation, rights activation and measurement and John's remit will be to work with MediaCom's global account directors, to manage the relationship with key sporting bodies and to provide clients with first hand access to these opportunities in order to help them meet their ever-more complex marketing challenges. He will also work closely with the MediaCom Beyond Advertising team and GroupM's Entertainment & Sports Partnerships group to communicate client engagement in sports across all consumer touch points. "Both consumers and clients are increasingly interested in what sports can deliver. MediaCom has previously focused its sports expertise at a local and regional level but we realised that our clients now require a more global and deeper understanding of the sports arena as their budgets continue to shift towards investments in this area and with it a much greater sensitivity to achieve solid returns," chairman and CEO Stephen Allan, said. "We need to be able to offer our clients the very best in advice and are therefore delighted to welcome Marcus to MediaCom's global team. Marcus' brief is to build the scale of our offer, establish strong ties with right holders and make the best opportunities available to our clients."