MKTG Sports and Entertainment makes several hires including former Cricket Australia exec

Following its alignment to Dentsu Sports International earlier this year, MKTG Sport and Entertainment has made a number of senior appointments, with Michael da Costa-Alves, former Cricket Australia, Cadbury, Schweppes Australia and Asahi executive named general manager, commercial.

Dominique Down has also been appointed head of integrated strategy, and Briana Doyle as the new chief of staff.

MKTG Sports and Entertainment APAC’s managing director, Matt Connell said: “Michael’s appointment represents a significant step forward to support the next era of growth for our business, our partners and will take our accomplished commercial team to the next level. Michael has a stellar reputation and network and brings a wealth of commercial experience and capability to this role. We are thrilled to welcome him aboard.”

Michael da Costa-Alves

da Costa-Alves commenced his new role yesterday, and will lead the team in Melbourne and Sydney that oversees commercial rights management for brands across different sporting codes and leagues in Australia. During his time at Cricket Australia, where he was head of commercial partnerships, he was responsible for commercial rights strategy for men’s and women’s international cricket, and the W/BBL.

“I’m really excited to join the talented team at MKTG and have the opportunity to work with their enviable roster of Australia’s leading sports rights holders,” said da Costa-Alves. “Having worked closely with them during my time at Cricket, I have been impressed with the way the business has evolved, and I’m looking forward to working with the passionate team to help drive the next era of growth through insight, creativity and leading-edge technology.”

He will be based in Melbourne, reporting directly into the executive management team of Connell, Mike Lewis, Jarrad Provis, and Stephanie Rudnick.

MKTG is the exclusive stadium signage partner for the AFL and Cricket Australia, and the on-course LED signage partner for Victoria Racing Club. MKTG is also the commercial sponsorship agency for Football Australia, the World Surf League and next year’s FIBA Women’s Basketball World Cup in Sydney. The alignment with Denstu Sports International in January was aimed at “helping accelerate MKTG’s strategic growth” and value for its Australian and global partners.

On the progress since the change, Connell said: “Despite all of the challenges we faced as an industry throughout 2021, our realignment to Dentsu Sport International has been a significant step forward for our business in Australia. The alignment and support have enabled our team to deliver one of the strongest performances in our company history, allowing for further investment in our talent and offering. I could not be prouder of what this team has accomplished and what is yet to come in 2022.”

Dominique Down

Down’s promotion to head of integrated strategy will see her report in to Provis, general manager of strategy in Sydney. She joined Dentsu in 2014, her previous role being MKTG’s strategy and insights director. Down’s experience to date has seen her work with clients including Mondelez, Unilever, Jaguar Land Rover, Diageo, British Airways and Adidas, as well as working across codes and leagues including the AFL, Cricket Australia, Football Australia, the World Surf League and the PGA.

Provis said: “With a focus on market leadership and growth through product development and an integrated offering, the opportunity was evident to leverage Dominique’s strategic mind and drive to deliver data-driven solutions across all areas of our business. I am thrilled for Dom and our wider team and further excited to see her impact across the board.”

Briana Doyle has also been appointed chief of staff, joining MKTG from NAB, where she has spent the past nine years. As chief of staff, she will lead the development and execution of “operational excellence priorities through people, culture and operations across MKTG”.

At NAB, Doyle was responsible for managing a number of partnerships including the AFL and Football Australia. Past roles have also included marketing positions at the Essendon Football Club and TLA Worldwide.


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