‘Sports marketing is stuck in the 1970s’: Iris launches new division to cater to millennials

Iris created ‘Force of Black’ for the All Blacks and Adidas

Creative agency Iris is setting up a global sports division, claiming sports marketing has failed to evolve with modern media habits and default to a ‘Chairman’s Choice’ mentality.

The ‘micro-network’ agency which became part of the Cheil group in 2014, already works with sports clients including Adidas globally,  with a team already set up in Sydney, Singapore and Amsterdam.

Nico Tuppen, managing director, Iris Sport said: “Sports Marketing is still stuck in a 1970’s world. It’s still middle-aged men talking about passion and glory, trying hard, and the joy of being a fan.