Pictured (left to right): MKTG Canada CEO Brian Cooper, SVP Cori Woolley and COO Matthew Logue

S&E Sponsorship has been officially integrated into the Dentsu Aegis Network, which acquired the sports marketing and lifestyle company in late 2016.

The official integration was marked by the agency changing its name to MKTG, which is Dentsu’s sport and entertainment lifestyle brand. MKTG Canada joins a Dentsu network with existing offices in Sydney, London, Paris and Dusseldorf.

In addition to a new owner and name change, the MKTG Canada team has also moved into a new office and picked up three new clients since the start of the year. The agency recently signed deals with Adidas, FedEx and Milk2Go.

Brian Cooper, CEO, MKTG Canada, says the integration into Dentsu Canada brings his team access to greater resources like pre and post-campaign data and research that they didn’t previously have as S&E simply because of the scale needed.

“We knew that we needed to expand our capabilities,” he says. “I was going to hire and expand internally, or partner on it. MKTG Canada will be S+E on steroids.”

Along with the access to more research and data, MKTG Canada is building an internal creative studio in order to build out creative concepts for its sponsorship programs.