Ballantine's re-appoint M&C Saatchi Sport & Entertainment

12 February 2025 - Press release

After a fiercely competitive pitch process that started with 5 agencies, Ballantine's has re-appointed M&C Saatchi Sport & Entertainment for its global music partnerships work, which was put out to pitch after 10 years of collaboration.

Entertainment Managing Partner Nicola Murray said, "We all know how hard it is to win business, but it's even harder to re-win it, so we're elated to be selected as Ballantine's partner again after a rigorous pitch process. Cheers to the next 10 years and making an even bigger impact in the global music landscape!"

This milestone win sees Ballantine's start its 11th year working with M&C Saatchi Sport & Entertainment with a remit that includes global music strategy, brand partnership identification, negotiation and delivery, experiential activation, market management, content delivery and artist deals. The work sits alongside the existing True Music Icons scope, which comprises the release of limited-edition IP collaborations, most recently honouring legends Elton John and John Lennon and previously Queen and AC/DC. 

True Music is Ballantine's industry-leading brand-led music platform which, through its renewed collaboration with M&C Saatchi Sport & Entertainment, will usher in a new era to further position the brand at the forefront of global music and fan culture.