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Global sports consultancy ITW launches new arm to tap Indian market

Economic Times:  January, 2017

Mumbai: ITW Consulting, a global sports consulting and management company, is looking at opportunities across sports and entertainment vertical in India for brands.

To tap the market in a more meaningful way, the company is launching ITW Playworx, an entertainment, media and communication arm. ITW Playworx will be based in Mumbai with offices across Delhi, Bangalore, Chennai and Kolkata.

The company has already roped in Sidharth Ghosh, former VP of Dentsu Aegis Network’s experiential arm psLive, as its chief executive officer (CEO).

“Brands today are increasingly looking at non-traditional form of media to reach to their target audiences,” Ghosh Told ET.

“There is an increasing need for experiential services and at ITW Playworx we will look at developing sports and entertainment related properties and creating IPs. We will also provide integrated solutions to brands.”

The areas where ITW Playworx will work also include artist management, in-film and out of film integrations, as well as co-branded media buying.

MS Muralidharan, managing director of Global Sports Commerce, of which ITW is an affiliate, said, “With launch of ITW Playworx, we will focus to provide brands new opportunity with this new age medium.”

Recently, ITW Blitz, the talent management arm of ITW Playworx signed cricketer R Ashwin, to manage his brand endorsements, commercial engagements, public relations, digital media and appearances. ITW Blitz also manages Vivian Richards.