We connect brands to consumers through the things people love, making brands culturally relevant through passions.

100+ passion specialists who live and breathe sport and entertainment and are part of the sub-passions and sub-culture audiences around, and across, those spaces.

Audiences who are now co-authors of the spaces they occupy. More discerning than ever, but also yearning for more opportunities to connect with the things they love, and with each-other.

There’s a palpable shift from fandom to what we call Fancom. Away from mass homogenised groups following one attitude and towards coalescing communities with intersectional passions and behaviours, which provides a huge opportunity for brands to grow their audiences concentrically as well as deepen their connections emotionally.

Fancom is a behaviour, but also something we build around brands through our strategic offer, Passion Pulse, coupled with our creative process, Heartbeat, measured via our bespoke cultural impact toolkit.

As we celebrate our 20th year as the most awarded agency in our space, we continue to push and challenge our approach to delivering powerful 360 campaigns that place clients at the heart of the things people love and optimise our expertise as THE passions agency.


A fully integrated creative comms agency with passion-first specialists in sponsorships, partnerships, PR, experiential, content, social, influencer and retail across sport, entertainment and culture. 

At M&C Saatchi Sport & Entertainment, our approach generates more effective PR, events, sponsorships, partnerships and digital content for our clients.