Multi award-winning independent sports communications agency Macesport has announced two new hires and the establishment of a new influencer division.

Despite PR industry data showing the tightening of budgets, increased redundancies and widespread furlough amongst businesses across the UK and Europe, Nottingham-based agency Macesport has gone against the grain taking the opportunity to grow its influencer, social media and content production offerings.

Experienced social media strategist Dan Cholerton has joined as Head of Social and Content, whilst talented videographer and content creator Jacob Flowers has been appointed Creative Content Manager effective immediately.

Macesport CEO Ben Thompson said, “It’s been a challenging year for many in our industry, but we’re firm believers that when one door closes another opens. We knew the landscape would change once COVID-19 hit but we are used to embracing change and remaining agile so we can evolve along with the industry.”

“At the heart of that is finding good people and investing in the future. We have always strived to be game changers within our industry and that desire has never been stronger. The ability to deliver high quality expertise, creativity and connect the dots across multiple channels has never been so pertinent and with the additions to our already excellent team we are in a great position to make that happen.”

With an impressive seven-year track record of delivering social media content for global sports brands including PUMA Football, New Balance Football and Gymbox, as well as a number of clubs, athletes and businesses, Dan’s appointment has enabled Macesport to bring the management of some of its athlete accounts in-house, whilst further strengthening its social media credentials.

Dan said, “I’m excited to be joining a team like Macesport and having the opportunity to build and shape the new influencer network from the outset. While there are other agencies working within this space, Macesport has a really powerful ethos rooted in their passion for sport. It’s not a business to them, it really is much more than that and that’s evident in everything they do. It’s an approach that lends itself well to influencer management and social media where authenticity is key. I’m looking forward to getting stuck in as part of the team and creating something special.”

Dan will oversee social media strategy for Macesport clients, including helping to direct content plans and creative concepts across the business. Dan will also lead on the social media management of Macesport’s own talent including former NFL player and BBC Sport pundit Jason Bell, goal-keeping influencer and Gymshark athlete Declan McCarthy and England international and Harlequins rugby player Rachael Burford, helping to maximise their commercial reach.

Bell, McCarthy and Burford are the first to form part of Macesport’s new Influencer Network, incorporating current and former athletes and sports talent available for collaborations and brand activity.

Working closely with Dan will be Creative Content Manager, Jacob Flowers. Jacob will lead on digital content production including videography, photography, animation and editing for Macesport clients. Since graduating from the University of Leeds in 2018, Jacob has gained valuable experience within the sports industry and through his own video channel dedicated to boxing. There he’s worked with the likes of Tyson Fury and Eddie Hearn, as well as producing content for Boxing Guru and Gold Star Productions. Having already produced exceptional work for Macesport clients, Jacob’s expertise is another asset to bolster the agency’s expanding range of services.

Macesport’s latest announcements coincide with the redevelopment of its website and a rebrand incorporating a new logo design and creative.