The sports marketing agency B-Engaged is investing $1 million in expansion in North America, the DACH countries (Germany, Austria and Switzerland), and the Middle East and North Africa (MENA).
Jan Havertz, formerly of Adidas, will join the company as a partner and move into the German office to take charge of DACH. Matthew Maccarone, former Marketing Director at Nike Canada Sports, is becoming Managing Director for North America. Jassem Osseiran is becoming General Manager for MENA, a region where he has experience with an affiliated company, HIFEN Studios.
B-Engaged was founded in 2016 by Ehsen Shah, now CEO, and the Spanish footballer Hector Bellerin. It is headquartered in London and maintains offices in Cologne, Toronto and Riyadh. It lists on its roster 19 athletes, all footballers except Ben Whittaker, a boxer. It has “projects” underway with Crocs, Puma, Adidas, Diesel and others.
