MSQ Sport + Entertainment builds momentum with key hire and exciting new projects

MSQ Sport + Entertainment is ramping up its ambitions with the appointment of Georgia Bridgwood as Strategy Partner, the agency’s first major leadership hire since its high-profile launch earlier this year.

Bridgwood joins from Sky Creative, where she served as Head of Creative Strategy, spearheading landmark campaigns such as ‘The Greatest Show on Earth’, a blockbuster collaboration featuring Idris Elba and a host of sports stars to showcase Sky Sports' diverse offering.

In her new role, Bridgwood will shape strategic thinking across the agency’s roster of clients, translating data-driven insights into forward-thinking sponsorship, content, and entertainment strategies. She brings a wealth of experience from both agency and client-side roles, having worked at advertising powerhouse The Union and creative agency GOOD, as well as leading marketing projects for Breakthrough Breast Cancer and mental health charity MQ.

“A real sign of intent”

Bridgwood’s appointment is seen as a bold statement of intent for the agency, which was founded by M&C Saatchi S+E’s CEOs Steve Martin and Jamie Wynne-Morgan. The duo launched MSQ Sport + Entertainment in June, pledging to bring a fresh approach to the industry by blending sport and entertainment to create deeper brand connections.

“Georgia’s track record speaks for itself,” said Wynne-Morgan and Martin in a joint statement. “She knows what it takes to generate impactful and innovative work and has worked with the biggest and best in the industry to bring her cutting-edge thinking to life. She has exactly the right blend of talent and attitude we’re looking for at MSQ Sport + Entertainment, and her impact on client work has already been incredible.”

Bridgwood echoed their excitement, commenting: “I’m thrilled to be joining the leadership team at MSQ Sport + Entertainment. The agency’s ambition to be the very best and to offer something truly new and exciting to clients is a huge draw. It’s already clear to see that Jamie and Steve are committed to delivering a bold, creative vision. I can’t wait to contribute to the next chapter of our success.”

Why this matters

Sponsorship agencies are only as good as their people and the creative ideas they bring to life. It’s the very reason brands turn to agencies — to unlock bold thinking and groundbreaking ideas that deliver meaningful returns. The appointment of Bridgwood underscores MSQ Sport + Entertainment’s commitment to this principle, bringing in a leader with a proven ability to generate fresh, innovative approaches to brand storytelling.

By bringing in high-caliber talent with experience on both the agency and client sides, MSQ Sport + Entertainment is positioning itself as a partner capable of delivering industry-defining work. Bridgwood’s experience with campaigns like ‘The Greatest Show on Earth’ reflects the type of boundary-pushing creativity that rights holders, brands, and talent now demand.

Callaway Golf and major 2025 projects in the pipeline

The announcement comes as MSQ Sport + Entertainment continues to gain momentum in the sector. The agency has already begun working on a number of major undisclosed projects set to roll out in 2025 and has secured Callaway Golf as its founding client.

Looking ahead, MSQ Sport + Entertainment is set to bolster its leadership team further, with plans to appoint a Creative Partner and a Managing Partner early next year. The agency is focused on delivering full-service offerings, spanning sponsorship strategy and activation, social content production, PR and communications, live experiential events, and talent management.

Since its inception, MSQ Sport + Entertainment has aimed to carve out a distinctive position in the industry, offering brands, talent, and rights holders a more integrated approach to sponsorship and content creation. The addition of Bridgwood, coupled with plans to expand its leadership team, signals the agency’s intent to establish itself as a major player in the sector.

With founding partners Wynne-Morgan and Martin at the helm, and Bridgwood now in place to drive strategy, MSQ Sport + Entertainment appears well-positioned to make waves in the sport and entertainment space. For clients and industry onlookers alike, all signs point to an exciting road ahead.

Read more from MSQ Sport + Entertainment Co-founder Steve Martin on the new era of athlete sponsorship.