_{(Pictured: the M&C Saatchi Sport and Entertainment team)}

Marketing agency, M&C Saatchi Sport & Entertainment has refreshed its brand identity, market proposition and website, doubling down on what it describes as its "passion proposition".

The changes aim to help clients take a broader view of audiences - identifying the right combination of mainstream and niche passions and crafting a "contemporary connections plan" that traverses owned, earned, shared and paid.

In announcing the new look, the PR, partnerships and activations agency said the logo has evolved to reflect the vibrant, modern and youthful nature of the agency.

Krystyna Frassetto, Managing Director at M&C Saatchi Sport and Entertainment, said the refresh underscores a significant investment back into their people and product, after a rapid period of growth over the past two years: “Audiences are engaging with more content related to their passions than ever before and over the past two years we have been shaping our capabilities around that. We help brands tap into fans in whatever way they engage with their passions, be that through content, at live events or via their favourite influencer, so it makes sense to align our own marketing and branding in that same manner.

"Every month I’m impressed by the volume and variety of work our team produces and publishes, in lock step with the changing way audiences consume media. We wanted to do-away with the traditional website format with case studies that get updated annually, and create a better way for our team to showcase their efforts.”

The new brand identity and website was created by Re (M&C Saatchi Group).