The move is designed to underline Mediaedge:cia's commitment to eventually buying the remaining 20% of The Leverage Group. It is part of WPP's, long-term strategy to increase revenue in the sports marketing sector.
The Leverage Group, which specialises in entertainment, marketing and strategic partnerships with sports agencies and non-profit organisations, has been part of the Mediaedge:cia network since 2003. Its clients in the sports marketing sector currently include New York Road Runners, USA Triathlon, Arbor Snowboards and USA Luge.
Founded in 1999, the Leverage Group also runs high-profile campaigns with The Tribeca Film Festival in Lower Manhattan, pharmaceutical company Berlex, and National Geographic.
The Leverage Group ended 2005 with profits of $4.4m, with net assets at the date of its latest acquisition of $1.1m.
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