Mediapro opens London office
March 24, 2025
Mediapro, the multimedia comms group, has confirmed the opening of a branch in London helmed by Sunil Kaikini (formerly of ITF, Premier League and Pitch International), Austin Houlihan (previously at Deloitte Sports Group and Pitch International) and Tom Padmore (formerly with DAZN and Formula E).
Mediapro says this new location “will allow the group to offer comprehensive strategic consulting services to sports organisations, competitions and clubs in order to optimise emerging business opportunities”.
The London office will operate under the direction of Oliver Seibert, head of the group’s Sports Rights and New Business Development Agency.
In 2022, Kaikini and Houlihan set up the Libero 33 firm, offering services across sports industry media rights, who, along with Padmore, have all worked with organisations spanning the entire sector of major rights holders, agencies, strategic advisory firms and operators. Sunil developed marketing strategies with premium rightsholders, including the Premier League, managing three international media rights cycles. Austin boasts 20 years’ experience advising sports organisations in areas including mergers and acquisitions, commercial and media strategy, and advisory services to organisations including UEFA, IMG, several leagues, Bridgepoint, the ATP, Liverpool FC and World Rugby.
This new wing of the agency has set itself the key objectives of expanding its business scope by increasing the range of services offered to competitions, organisations, clubs and operators, as well as optimising the commercialisation of all types of rights linked to both established and emerging sports.
The London office will work in collaboration with Mediapro’s offices in Europe, Asia, America and Africa to provide consulting services helping competitions and organisations leverage their sports and audiovisual rights.
Mediapro Chairman and CEO Tatxo Benet, commented: “The London branch will join forces with our international offices on consulting projects and new business opportunities. The addition of Sunil Kaikini, Austin Houlihan and Tom Padmore, bringing over 20 years of combined experience, coupled with the group’s 30-year track record, will create a globally unique powerhouse of talent and know-how in sports rights.”
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