July 2026: Capel Group Accelerates Growth with Launch of Sports Division "Capel Sport" and Global Expansion

Capel Group (Hong Kong Central), a global network of founder-led independent agencies based in the UK, Middle East, Asia, and Australia, is pleased to announce the launch of its specialized sports division, "Capel Sport," and a significant expansion of its global agency network.

This initiative will enable us to provide more comprehensive and strategic solutions to clients worldwide.

Launch of Capel Sport

Following the establishment of Capel Group in January of this year, The Capel Consultancy, our core specialized consulting division, has launched Capel Sport as a dedicated division for the sports sector.

Capel Sport is a next-generation global sports marketing model designed to help brands and rights holders create greater value at the intersection of sports, culture, business, and community. For more information, please visit www.capel-sport.com.

One-Stop Global Deployment

Leveraging years of expertise, we have brought together top sports marketing professionals from around the world, allowing clients to deploy global initiatives in various markets with a single briefing.

Global Execution Power x Deep Local Insights

We offer enhanced strategic value by combining deep-rooted local insights in each market with consistent global execution capabilities.

While local experts handle execution in their respective regions, Capel Group's network of over 280 specialists and founder-led agencies provides end-to-end support from strategy development to implementation.

Jonathan Cummings, Chairman of Capel Group, stated:

"In today's world, sports are no longer just about competition. They are culture, identity, community, and business itself. Successful brands don't just sponsor sports; they become part of the sports culture. We help brands be present in the right places and cultural moments, balancing local resonance with global consistency."

Becca Derrick, Head of Capel Sport

Capel Sport is led by Becca Derrick, who has over 15 years of experience in the global sports industry. She specializes in cultural insights and brand positioning, transforming the emotional moments created by sports into deep consumer relationships and tangible business results.

Becca Derrick, Head of Capel Sport, commented:

"Sports have a unique power to connect people across class, language, region, and politics, forming communities. However, many brands still view sports merely as an advertising channel.

I believe that brands that truly understand sports not only achieve better business outcomes but also create greater cultural value.

Capel Sport was established to support brands in naturally entering this space, with both deep understanding of local markets and global scale. We understand sports and the markets where its culture thrives, creating experiences where brands can organically become part of the conversation."

Capel Sport's Service Offerings

Capel Sport offers integrated services covering all aspects of modern sports business.

- Brand Strategy & Identity Development - Content Creation & Storytelling - Fan Engagement & Community Building - Experience Design & Spatial Production - Retail & Product Development - Public Relations (PR) - Sustainability Strategy - Hospitality & Food & Beverage (F&B) Design

Capel Group Expands Global Agency Network

Capel Group has significantly expanded its global agency network by welcoming three new companies: Open Communication Group, Saliō Sonic Strategy, and One Fine Day.

This expansion represents a natural evolution for Capel Group, with new operational hubs established in Copenhagen and Cape Town, marking our first physical presence on the European continent and in Africa.

Through geographical expansion and the broadening of our expertise, we maximize the strengths of our collective of independent agencies, offering clients a single global point of contact for access to world-class expertise. This further enhances our brand support capabilities for both external and internal audiences.

Newly Added Specialized Capabilities

Open Communication Group Strengthens core capabilities in internal communications and employee engagement.

Saliō Sonic Strategy Enhances the sonic branding domain, offering expertise that brings a new sensory dimension to brands.

One Fine Day (OFD) Creates immersive retail and brand experiences for global sports and sports fashion brands.

Jonathan Cummings stated:

"This expansion represents a significant step forward in our ability to deliver truly integrated, multidisciplinary solutions on a global scale. The addition of specialized areas such as sonic identity, sports retail, and employee engagement further differentiates our network. It demonstrates that the creativity of independent agencies and the scale of a global network can coexist to deliver unprecedented value."

About Capel Group

Capel Group is a global collective of independent marketing, communications, and design agencies. Through a financially integrated model, agencies come together to provide clients with a single point of access to diverse expertise.

The group includes "Capel Consultancy," a core specialized consulting organization providing advanced strategic advice, and "Capel Academy," an institution for learning and talent development that positions Capel Group at the forefront of industry innovation.

We combine the entrepreneurial spirit, deep expertise, and stable talent base of independent agencies with the strategic collaboration, geographical scale, and investment power of our global network to deliver maximum value to our clients.

For more information, please visit http://www.capel-group.com.

Contact Information

Ayako Chujo / Kanako Fujioka

Email: [email protected]

Eat creative Inc.

Becca Derrick, Head of Capel Sport | [email protected]