A global agency group has acquired a majority stake in sports marketing and data agency Goodform.

Established in 2002, Goodform specialises in data and insight to drive better engagement and audience growth for clients.

These include rights holders, governing bodies and major international events, including Formula 1, NBA, UK Athletics, Six Nations, Formula E, Watford FC, British & Irish Lions and the English Football League.

Its work includes F1 Fan Voice, F1’s global research community with over 100,000 members which providing insights to inform key decisions at speed, while its audience insight and engagement expertise has driven the growth of iFollow, the online match viewing platform for EFL clubs.

Global sports and entertainment holding group of agencies You First said the deal will provide it with a strong position in the UK market while giving Goodform access to global markets.

Goodform will continue to be led by its existing managing director Alison Dalrymple.

“We share the same work ethic and philosophies and a huge passion for sport, with the focus on client goals and always delivering excellent service,” she said. 

“The further growth opportunities this partnership presents are already evident with the two agencies already coming together to provide services to a major sports team and benefiting from this new relationship. 

“We are extremely excited by what lies ahead.”

Juan Aísa, CEO at You First, commented: “Alison Dalrymple and the team at Goodform have carved out a unique place for themselves in the UK and global sports market, providing rights holders and others with metrics and data that makes a significant difference to their engagement with fans, sponsors and other stakeholders. 

“Having this new skill set within You First will provide not only new business opportunities, but also additional services that can be offered to existing clients – which is very exciting.”