Mark Cavendish heads client roster at new agency Areté

14 April 2015 | Posted in Agencies, Cycling, Multiple sports, Europe, | By Michael Long

Mark Cavendish heads client roster at new agency Areté

Former Wasserman Media Group executive Simon Bayliff has launched a new sports marketing and talent management agency called Areté.

Specialising in talent representation, sponsorship consultation and brand management, the new company will work with brands, teams and athletes, including the likes of cyclist Mark Cavendish, soccer player Nathan Redmond, and triathlete Jodie Stimpson.

Bayliff, who will serve as Areté’s chief executive, spent nearly 17 years as a senior vice president at Wasserman. He has previously represented well-known sports stars such as David Beckham, Alan Shearer, Michael Owen and Jack Wilshere.

Bayliff will be joined at Areté by his former Wasserman colleague, Jonathan Beckett. Beckett worked alongside Bayliff for five years as a client manager.

“We are delighted to launch Areté,” said Bayliff. “Our core strength is having a dynamic, passionate and creative team, with industry-specific expertise, that produce bespoke management, marketing and commercial solutions for our clients.

“We look forward to working very closely with our athletes, brands and teams in the coming years.”

Cavendish, who currently rides for the Etixx-Quick Step outfit, is arguably the best-known of Areté’s clients. He added: “I’m super excited to join the team at Areté. I have worked with Simon and Jonathan for over five years and their deep understanding of professional sport, building brands and attention to detail means I can focus on my cycling whilst they take care of the rest.”

Areté (pronounced ah-reh-tay) is a Greek word meaning “the pursuit of excellence” or “maximising one’s full potential”.

As well as Cavendish, Redmond and Stimpson, Bayliff’s agency will also represent a number of soccer players based in England, including Arsenal’s Isaac Hayden, Chelsea’s Isaac Christie-Davies, Brentford’s Nico Yennaris, Leicester City’s Matty James, West Brom’s Ethan Ross, and Cardiff City’s Deji Oshilaja.

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