Key Takeaways
- Burson has hired Sylvester Peoples as U.S. head of sports and entertainment to boost its positioning in fandom marketing.
- Peoples will utilize his background in creator and influencer efforts, strategic business development, partnerships, and merchandising content to drive growth.
- The new role is designed to expand Burson’s sports, entertainment, and talent offerings, with a focus on delivering measurable impact through celebrity spokespeople and stakeholder management.
- Peoples joins Burson from HP, where he served as a global social content architect, and has previously worked with athletic brands such as Adidas, Super Heroic, and Nike.
- Burson reported a revenue decrease of 5% globally and 5% in the U.S. in 2024, but is looking to grow its sports and entertainment capabilities with Peoples’ appointment.
Introduction to Burson’s New Hire
Burson has made a significant move in the world of sports and entertainment marketing with the hiring of Sylvester Peoples as its new U.S. head of sports and entertainment. Peoples will be responsible for boosting Burson’s positioning in fandom marketing across various verticals, including cinematic ventures, music festivals, competitive gaming, and professional sports. With his extensive background in creator and influencer efforts, strategic business development, partnerships, and merchandising content, Peoples is well-equipped to drive growth and deliver measurable impact for Burson’s clients.
Peoples’ Background and Experience
Peoples joins Burson from HP, where he served as a global social content architect, leading global social strategy and influencer content creation. Prior to his role at HP, Peoples led the U.S. influencer team at Edelman as executive vice president and executive creative director, where he was responsible for creating campaigns and negotiating celebrity contracts. Earlier in his career, he held stints at athletic brands such as Adidas, Super Heroic, and Nike, giving him a deep understanding of the sports and entertainment industries. Peoples’ experience in engaging sports and entertainment audiences aligns seamlessly with Burson’s ambition to foster meaningful and lasting brand connections.
Burson’s Sports and Entertainment Capabilities
Burson has already made a name for itself in the sports world, having worked with clients such as the America’s Cup E-Series, Unibet, and beer brand Carlsberg on sports-related activities. With Peoples on board, the agency is looking to expand its sports, entertainment, and talent offerings, with a focus on delivering measurable impact through celebrity spokespeople and stakeholder management. Chris Console, who has served as EVP and U.S. sports and entertainment lead since 2024, will work closely with Peoples in his expanded role, according to the firm. The agency’s goal is to build out its capabilities in this area and provide clients with innovative and effective marketing solutions.
The Importance of Fandom Marketing
The appointment of Peoples highlights the growing importance of fandom marketing in the sports and entertainment industries. With the rise of social media and influencer marketing, brands are looking for new and creative ways to connect with their audiences and build brand loyalty. Fandom marketing, which involves targeting and engaging with fans of sports teams, music artists, and other entertainment properties, has become a key area of focus for many brands. By hiring Peoples, Burson is demonstrating its commitment to this area and its desire to help clients tap into the power of fandom marketing.
Burson’s Revenue and Growth
Despite the challenges posed by the COVID-19 pandemic, Burson is looking to grow its sports and entertainment capabilities with Peoples’ appointment. The agency reported a revenue decrease of 5% globally and 5% in the U.S. in 2024, according to PRWeek’s Agency Business Report 2025. However, with the addition of Peoples and the expansion of its sports and entertainment offerings, Burson is well-positioned to drive growth and increase its market share in the coming year. As Burson U.S. CEO and global chair for consumer and brand Allison Cirullo noted, "The upcoming year presents brands with prime moments to captivate new audiences and cultivate reputation-defining relationships."
Conclusion
In conclusion, the hiring of Sylvester Peoples as U.S. head of sports and entertainment is a significant move for Burson, highlighting the agency’s commitment to fandom marketing and its desire to drive growth in the sports and entertainment industries. With Peoples’ extensive experience and background in creator and influencer efforts, strategic business development, partnerships, and merchandising content, Burson is well-positioned to deliver innovative and effective marketing solutions for its clients. As the agency looks to expand its sports, entertainment, and talent offerings, it is clear that Burson is dedicated to helping brands build meaningful and lasting connections with their audiences.