New sports chief for Monterosa

Ben Barker

Mobile TV specialist Monterosa has named Ben Barker as director of sports.

In this new position, Barker’s responsibilities will include creating interactive mobile content and leading business development in the commercial sports sector by engaging new clients across brands, events, sports federations, rights holders and agencies. He joins Monterosa from TVC Group where, as head of sport and sponsorship, he led the TVC Sport offering.

Monterosa recently added Adidas and World Rugby to its sports roster.

Barker said: “Now is a really exciting time to be joining Monterosa, whose sports business has grown substantially in the past year. I will focus on transferring Monterosa’s IP and expertise across to the sports industry, bringing the same level of immersive experience to sports fans that the Monterosa has already created across the entertainment space. With recent client wins including adidas, and World Rugby, it’s clear that we have something special to bring to brands and federations who are looking to develop their interactions with fans. I aim to continue this growth by establishing a dedicated team to help Monterosa’s clients to maximise their brand relationships with sport through fan engagement and data.”

Tom McDonnell, CEO of Monterosa, said: “Over the last 12 years, Ben has worked with blue-chip brands and sporting federations across a global portfolio spanning football, rugby, F1, Olympics, cycling and sailing. He is a true sports-marketing specialist who has put together countless sponsorship deals, understands what brands need from their investment in sports, and has world-class contacts and experience. With Ben on board, Monterosa has all the elements it needs to deliver measurable ROI in sports marketing and position itself as a force in this rapidly evolving sector.”