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Influence Sports & Media – a member of the global sports and entertainment collective, Mongoose Group – is launching a US offering, bringing together expertise from the world of sport and an in-depth understanding of the North American market.


With an immediate focus on Formula 1, given the sport’s substantial growth in popularity, the new office will offer strategic consultancy, commercial sales, partnership activation and PR & communications.  The team brings a wealth of experience and long-standing relationships from across sport, particularly in motor racing, sailing and pro-cycling, including Formula 1, the America’s Cup and the Tour de France.


This strategic move by Influence Sports & Media comes in advance of a high-profile international sporting calendar scheduled to take place in the US in the years ahead.  These include five Formula 1 Grands Prix in the region annually (Miami, Montreal, Austin, Mexico City and Las Vegas), the 2024 Copa América, the 2026 FIFA World Cup and the 2028 Summer Olympics in Los Angeles.


The newly formed venture will be headquartered in New York and led by Dirk De Vos as Managing Director – North America.  Dirk has lived and worked in the US for the last 15 years and was previously a senior executive with Heineken, Diageo and Unilever, bringing a wealth of experience in global partner marketing across sports, lifestyle and entertainment to Influence Sports & Media.

Dirk De Vos said: “It is a hugely exciting opportunity for the Agency and for me personally, especially thanks to the recent popularity growth in the US for international sports.  Given this momentum in the market, driven by the evolving preferences of fans and sponsors, there is a major opportunity for us to assist companies who want to make sports, like motor racing, soccer, rugby or sailing, part of their regional or global strategies.  Partner marketing, including cutting-edge data-driven solutions, offers infinite possibilities and cost-effective ways to connect with and convert target audiences.”


Alistair Watkins, Founder & CEO of Influence Sports & Media, said: “Since the inception of the Agency it was always our intention to open an office in the US and now nine months after becoming part of Mongoose and The Mission Group this is a reality.  It’s a significant development and perfect timing with the rapid growth of Formula 1 in the US. Given Dirk’s great track record of working for major corporations and his knowledge of the North American market, he’s the perfect person to launch this expansion of the agency.”


Influence Sports & Media and its sister agencies within Mongoose Group – ALIVE, Populate Social and Mongoose Sports & Entertainment – are part of The MISSION Group.  MISSION is a collective of Creative and MarTech Agencies employing over 1,000 people across 27 locations and three continents.


Chris O’Donoghue, CEO Mongoose Group, said: “This is another important step for Mongoose Group in its global expansion, reinforcing our presence and capabilities in the rapidly evolving sports and media sectors with offices now in the US, UK and Singapore.  With Dirk leading the North American division, we are now fully capable of offering a route to market for the growing number of US companies interested in partnering or investing in traditionally European based sports.”




Based in London and New York, Influence Sports & Media is a specialist sports marketing Agency that has a prestigious record of working with the world’s leading brands and properties in sport. The Agency is a member of the Mongoose Group, part of the MISSION Group PLC, and offers strategic consultancy, commercial sales, partnership activation, PR & communications and content creation.





Mongoose Group is a global collective of sport and entertainment agencies putting social and culture at the heart of every scope. On their own each is a specialist in its field. Together we share a unique ability to bring to life events, communications, digital, sales and marketing in a fully integrated approach. The Group comprises of Mongoose Sport & Entertainment, Influence Sports & Media, Populate Social and ALIVE Brand Experience, all delivering specialist expertise and services for brands, rights holders, charities and governing bodies.





MISSION is a group of digital marketing and communications Agencies. Employing 1,000 people across 27 locations and three continents, the Group successfully combines its diverse expertise to produce Work That CountsTM for our Clients, whatever their ambitions. Creating real standout, sharing real innovation and delivering real business growth for some of the world's biggest brands.

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