Fuse

What Fuse does

Fuse is a global sports and entertainment marketing agency headquartered in London (Bankside 2-3, 90-100 Southwark Street, SE1 0SW), operating as a wholly-owned subsidiary of Omnicom Media Group Holdings Inc. within the publicly listed Omnicom Group (NYSE: OMC). Founded as Fuse International Limited in 2015 and registered in England, the firm employs over 400 people across 20 country offices spanning the UK, continental Europe, the Americas, Asia and MENA, including Dubai, Mumbai, Shanghai, Singapore, São Paulo, Mexico City, Madrid, and Auckland. It serves enterprise clients including PepsiCo, Vodafone, Google Pixel, Nissan, Philips, Asahi, British Gas, Tuborg, Kaufland, Klarna, McDonald's, Lidl, JUST EAT, Renault, and rights holders such as UFC.

The agency's offering is structured around four integrated pillars—Strategy (brand positioning and cultural engagement), Creative (big ideas and content production), Activation (campaign implementation across sport, music, film and television, gaming and esports), and Measurement (outputs and outcomes across media, brand and business KPIs). These are supplemented by standalone services in Rights Management, PR, Events, Content Development, and Talent & Influencer Management. Fuse does not operate a proprietary technology platform; it leverages the parent group's Omnicom Intelligence Platform for data and analytics capabilities. Notable case studies include PepsiCo's UEFA Champions League activation across 100+ markets, Vodafone's British and Irish Lions and Wimbledon partnerships, Google Pixel's FA/Arsenal/Liverpool sponsorships, and Tuborg Open's 15+ country music platform.

Fuse generates revenue through negotiated, quote-based professional services engagements rather than transactional or productized pricing. Distribution is delivered exclusively through direct enterprise relationships via its owned global office network. The agency is led by Global CEO Louise Johnson (11-year tenure, currently serving as President of Cannes Lions Sport 2024) and CFO/COO Monica Conway, supported by Country Managers in each market and an APAC head, Gina McKinnon, who has earned 150+ international industry awards. The firm's external positioning emphasizes cultural expertise across sports and entertainment verticals and female global leadership (100% female C-suite, 60% female UK board).

Name

Fuse

Legal name

Fuse International Limited

Website

https://fuseint.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

101–250 employees

Short description

Fuse is a London-headquartered global sports and entertainment marketing agency operating as a subsidiary of Omnicom Media Group across 20 countries with 400+ employees, delivering integrated strategy, creative, activation, PR, and rights management services to enterprise brands and rights holders.

Ownership category

akta.pro rank

Product category

Sports & Entertainment Marketing Services

akta.pro primary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

Keywords

• Sports marketing agency
• Entertainment marketing services
• Brand partnership strategy
• Sponsorship activation management
• Cultural brand engagement

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices20 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Marketing and Commercial Services: Fuse generates revenue by providing marketing and commercial services for brands and rights holders, including strategy, creative planning, content development, rights management, PR and events. Services span full integration and specific standalone offerings.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Fuse is a global sports and entertainment marketing agency that connects brands to culture through partnerships across sport, music, film and television, gaming and esports. The agency delivers integrated services across four pillars — Strategy, Creative, Activation and Measurement — supported by Rights Management, PR, Events, Content Development and Talent & Influencer Management for enterprise clients worldwide.

Product overview

Fuse is a global sports and entertainment marketing agency offering integrated marketing and commercial services. The agency provides a unified service offering built around four core pillars: Strategy (brand positioning and cultural engagement planning), Creative (big ideas and content production), Activation (campaign implementation across sport, music, film, TV, gaming, and esports), and Measurement (outputs and outcomes across media, brand, and business KPIs). Supporting these core areas are Rights Management, PR Services, Events Management, Content Development, and Talent & Influencer Management. Fuse operates as a single integrated offering rather than separate modular products, delivering end-to-end solutions powered by Omnicom Media Group. The agency serves major international clients including PepsiCo, Vodafone, Google Pixel, Nissan, and Philips across 20+ countries with over 400 employees globally.

Differentiator

Problem solved

Functional benefit

Products and services

• Strategy Services Brand positioning and cultural engagement strategy — helps enterprise brand clients identify where to play and how to show up across sport, music, film, television, gaming and esports.
• Creative Services
• Activation Services
• Measurement Services
• Rights Management
• PR Services
• Events Management
• Content Development
• Talent & Influencer Management

Quantifiable outcome

• Substantial uplift in consideration and trust for British Gas among Olympic activity aware audiences
• +5 more outcomes

Named customers12 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• UFCcoreGTM or Marketing Partner · 24 April 2026Fuse appointed as UFC's official retained PR agency across UK and Ireland. Supports cultural relevance of athletes, drives local event excitement and expands UK MMA audience through targeted PR activity including day-to-day press office, athlete interviews around major fights, and media operations at UK-based events.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Infront Sports & Media: International sports marketing company owned by Wanda Group, providing media rights distribution, sponsorship sales, and event management. Comparable to Fuse in sport sponsorship and rights management across multiple markets.
• Two Circles: Sports marketing agency combining data-driven fan engagement, sponsorship, and content services for rights holders and brands. Direct competitor to Fuse in sport sponsorship strategy, audience growth, and partnership activation.
• Sportfive: Global sports marketing agency (formerly Lagardère Sports) offering rights-holder representation, sponsorship sales, and brand activation. Direct competitor to Fuse in sports rights management and partnership activation services.
• Octagon: Global sports marketing agency owned by Interpublic Group, providing sponsorship consulting, athlete marketing, experiential and content services to brands and rights holders. Closest direct competitor to Fuse given its sport-focused global agency model and similar client roster.

Broad incumbents

• Havas: Global advertising holding company (EPA: HAVAS) with sport, entertainment, and experiential marketing capabilities through its network. Larger incumbent competitor offering overlapping services as part of a wider agency portfolio.
• Dentsu: Global advertising holding company (TYO: 4324) with sport and entertainment marketing capabilities through Dentsu Sports and its international network. Larger incumbent competitor with broader portfolio but similar brand-to-culture connection services.
• WPP: One of the world's largest advertising holding companies (NYSE: WPP) with sport marketing capabilities through agencies including GroupM and bespoke sport divisions. Broader incumbent competitor with greater scale but less sport-and-entertainment specialism than Fuse.
• Publicis Groupe: Global advertising holding company (EPA: PUB) with sport sponsorship and entertainment capabilities through Publicis Sport and its network. Broader incumbent competitor to Fuse with significantly greater scale.
• Endeavor (TKO Group): Global sports and entertainment company (parent of UFC, IMG, WME) representing athletes, managing events, and brokering sponsorship deals. Comparable to Fuse in the sport-and-entertainment agency space but operates at much larger scale across talent representation and rights ownership.

Emerging players

• SEBA International: Independent sports and entertainment marketing agency with comparable sponsorship consulting, brand activation, and rights management offerings. Smaller emerging competitor to Fuse focused on similar brand-culture connection work.

Market position

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Fuse_Agency
• LinkedInlinkedin.com/company/fuse-uk

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fuse