SMG is the #1 boutique global sports marketing agency.

SMG specialises in delivering return on investment for brands in sport and e-sport. We are at the forefront of working with emerging brand sectors, notably in financial trading, crypto, fintech and new technologies.

The founder, Stephen Pearson has over 30 years expertise in global sports and media industries. Originally overseeing Nike’s global media campaigns, he was part of the founding management at T.E.A.M Marketing (UEFA’s exclusive marketing partner for the UEFA Champions League) and was the first ever Commercial Director of the FA Premier League.

Founder and CEO

Stephen Pearson

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Arsenal FC

When Arsenal Football Club asked us to help find a replacement partner for JVC it was to be an historic occasion. JVC had been the sponsor of Arsenal for over 17 years, the longest shirt sponsorship in football history at the time. We had great pleasure to introduce Sega Dreamcast as the replacement £10million a year sponsor in a three year agreement. Sega went on to sponsor the shirts of St Etienne and Deportivo La Coruna.

Fulham FC

SMG have enjoyed a relationship with Premier League side Fulham FC for over 10 years. Having brokered two consecutive shirt sponsorships in the form of and Pipex, SMG has further delivered sponsorship deals with the likes of UK Betting and more recently Betbutler.

Birmingham City FC

SMG acted quickly before the start of the 2011/12 football season to provide Birmingham City a shirt sponsor in the form of Rational FX. SMG were able to use its extensive contacts in the market to find Birmingham a sponsor in time for the start of the season with a fast growing and credible brand partner.

888 Poker

Since online gaming was effectively banned in the US, 888 was looking for key marketing and sponsorship initiatives in other key markets. SMG were able to identify a unique sponsorship opportunity in Canada where online gaming remains legal with the endorsement of by two times sports personality of the year Georges St Pierre. The deal sees joining other high profile sponsors such as Affliction clothing, Under Armour and Mission Skin Care. The agreement was brokered in conjunction with Creative Artists Agency in New York.

Party Gammon

We developed the concept for and successfully organised the world’s first million dollar backgammon tournament to promote the launch of Partygammon. The event which took place in Atlantis Resort, Bahamas in 2007 saw 128 of the world’s top players participate in an internationally televised tournament with the winner taking an incredible $600,000, more than ten times the biggest single prize in international backgammon to this day.

Sunderland FC

SMG have brought to Sunderland two very high profile betting partners in the form of Betbutler and which is an Asian focussed betting brand, part of Welton Play Holdings. Sunderland was selected under guidance from SMG for the first club to promote this new brand.


Further to introducing PlayStation to their first ever sports sponsorship with the UEFA Champions League (which remains in place over 15 years later) we have worked with PlayStation on sports strategy around European football and have enjoyed bringing this revolutionary brand into the world of sports sponsorship.


SMG has been responsible for introducing two of Tottenham Hotspur’s most lucrative shirt sponsorships in the form of Thomson Holidays which was the holiday brand’s first ever use of sports sponsorship and also which became the club’s biggest ever shirt sponsor.

Middlesborough FC

SMG introduced Dial a Phone to a two year sponsorship of Premier League football team, Middlesbrough FC which allowed them to activate their high profile press advertising in the UK tabloid newspapers.


SMG's long track record of maximising brand value through sport means we can offer an extensive range of services to our clients.


Sports Media Gaming Limited

1 Charterhouse Mews London EC1M 6BB
+44 (0)7770 577 361
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