Sport
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The Freuds Sports team is uniquely assembled to look at things from a different angle. We understand the unique requirements of sports audiences, investors, and global media.
We have worked across the sports industry with individuals, teams, rights holders and governing bodies, improving their operating environments and making their brands culturally relevant. Through our connectivity, strategic insights and creative execution we drive engagement and grow fame with a fan first approach across corporate and consumer briefs.
Premier League
Mercedes AMG Petronas F1
Signify
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Consumer Comms
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Corporate Comms
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Personal Rep
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Fan Engagement
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Rights + Sponsorship
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Issues + Crisis
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Bids + Major Events
Freuds was appointed as the Premier League’s first retained PR agency. This came after leading the development and execution of the campaign to mark their 30th Anniversary including an advertising campaign, global fan engagement content series and a Trophy Tour across England and Wales.
Freuds now supports the League and its senior leadership team with their communications and pillar campaigns like No Room For Racism, More Than A Game and Suicide Prevention.
Freuds was appointed as the Premier League’s first retained PR agency. This came after leading the development and execution of the campaign to mark their 30th Anniversary including an advertising campaign, global fan engagement content series and a Trophy Tour across England and Wales.
Freuds now supports the League and its senior leadership team with their communications and pillar campaigns like No Room For Racism, More Than A Game and Suicide Prevention.
Freuds supports Seven-Time Formula 1 World Champion Sir Lewis Hamilton in building and protecting his global brand.
As part of our work with Lewis we have developed a global communications strategy which supports his professional, personal and philanthropic work.
Freuds supports Seven-Time Formula 1 World Champion Sir Lewis Hamilton in building and protecting his global brand.
As part of our work with Lewis we have developed a global communications strategy which supports his professional, personal and philanthropic work.
Through our relationships across the grid, Freuds was brought in to support Susie Wolff in 2025, developing a new strategy for her personal rep; looking at ways to elevate her profile and support her future ambitions.
The team have supported her in her role as an advocate for female excellence, developing a more proactive approach to media and advising and managing all media engagement around the launch of Netflix’s F1:The Academy.
Through our relationships across the grid, Freuds was brought in to support Susie Wolff in 2025, developing a new strategy for her personal rep; looking at ways to elevate her profile and support her future ambitions.
The team have supported her in her role as an advocate for female excellence, developing a more proactive approach to media and advising and managing all media engagement around the launch of Netflix’s F1:The Academy.
Freuds works with Mercedes F1 to drive storytelling around their ambition to become one of the most sustainable sports teams in the world.
Our activity is broken down into four core areas - partner management; external comms; internal comms and visible leadership. Alongside our strategic counsel, media and event management, we have facilitated media training for senior leaders to support them communicating our new narrative and hold regular workshops with drivers supporting ahead of events, relevant media, filming and partner days.
Freuds works with Mercedes F1 to drive storytelling around their ambition to become one of the most sustainable sports teams in the world.
Our activity is broken down into four core areas - partner management; external comms; internal comms and visible leadership. Alongside our strategic counsel, media and event management, we have facilitated media training for senior leaders to support them communicating our new narrative and hold regular workshops with drivers supporting ahead of events, relevant media, filming and partner days.
