Factual producer Collective Media Group, launched last year by former ViacomCBS International senior execs Claire McArdle and Rebecca Knight, is to expand with a new sports focused division.

Creative Director Matt Wilkinson will head the division. Wilkinson is a BAFTA winning Executive Producer who has worked with a range of sports IP holders and brands including The Ryder Cup, FIFA, Chelsea FC, Paddy Power and The Legends Tour, on their content, delivery and distribution strategies. He has also produced entertainment formats including I’m A Celebrity, A League Of Their Own and Soccer Aid.

Collective Media Sport will offer creative consultancy and production to sports rights holders, governing bodies, clubs and brands, to help develop and distribute content around their IP.  The company is already delivering the highlights shows for The Legends Tour and has “multiple” projects in development with international sporting talent attached.

Matt Wilkinson says: “With our experience and proven track record at the highest level, we are uniquely placed to offer consultancy to both established and embryonic sports rights holders, and then take their IP and create programming that brings their sport to new audiences – as demonstrated by our work with The Legends Tour.  Collective Media Sport is also keen to work as a production partner offering world-class production teams and experience.”

Claire McArdle, Co-CEO, Collective Media Group, adds: “The world of sport is the home of some of the world’s most fascinating, powerful and inspiring stories.  We have recently been securing some very exciting access, which we hope to be able to announce very soon.  Collective Media Sport will work closely with our unscripted activity, to bring the best of what we do to our sports partners.  With Matt at the helm, and all the experience that he brings, we hope to build on the exciting start the company has made in its first year.”

Late last year Collective Media Group also announced a partnership deal with Entourage Sports & Entertainment.  Entourage represents personalities from the worlds of sports, media and entertainment, including a number of high-profile South American footballers.

Jon Creamer

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