Capel Group Launches Capel Sport
2026/08/21
Following Eat's joining of Capel Group in January, the group has announced the launch of Capel Sport, a dedicated global sports practice helping rights holders and brands navigate the intersection of culture, commerce and community.
Built on decades of expertise, Capel Sport brings together a curated network of sports marketing specialists embedded in key markets around the world. The model enables clients to brief once and build globally, combining local insight with end-to-end delivery from Capel Group’s 250+ specialists and founder-led agencies.
The practice offers a connected suite of services across brand strategy and identity, content and storytelling, fan engagement and community, experiences and environments, retail and product, PR, sustainability, hospitality and F&B design, supporting clients across every touchpoint of modern sport.
Capel Sport is led by Becca Derrick, who brings more than 15 years of experience across the global sports ecosystem. With a background spanning cultural insight, brand positioning and strategy, she helps organisations turn sporting moments into meaningful consumer connections and measurable business impact.
Becca Derrick, Head of Capel Sport
“Sport has a unique power to unite and to create community by cutting across class, language, geography and politics. Too many brands treat sport as a media channel. We believe the brands that truly understand sport don’t just perform better, they become part of something bigger. Capel Sport exists to help them get there properly, which means on both locally and at scale. We know sport. We know the markets where it lives. And we know how to make brands feel like they belong.”
Eat Creative team members Kanako Fujioka and Emilie Delarge are proud contributors to Capel Sport, bringing experience from projects for leading brands including ASICS, On, and BOSS Sports.
Kanako Fujioka orchestrates the delivery of global campaigns and high-impact visual content for ambitious sports and commercial brands, bringing together teams, partners and disciplines to ensure seamless execution from strategy through to launch.
Kanako Fujioka, Project Manager
“For me, sport is much more than competition. At its heart, great sport begins with great sportsmanship and has an incredible ability to connect and inspire change. I’m particularly passionate about the growing visibility of women in sport and its ability to challenge norms, spark positive change, and open doors for future generations. Whether as a fan, a participant, or through the brands we work with, sport has the power to uplift us, unite us, and remind us that our greatest wins are more powerful when they're shared.”
Emilie Delarge brings a global perspective to sports branding and digital design. A competitive weightlifter herself, she combines creative rigor with a firsthand understanding of the cultures, communities and motivations that drive modern sport.
Emilie Delarge, Art Director
“In a world where individualism, sedentary lifestyles, and instant gratification often prevail, sports bring movement, solidarity, and a sense of community. They teach us to value the journey, embrace the process, and overcome obstacles with resilience. Sports unite people across genders, generations, and backgrounds, something increasingly vital in a divided world. The lessons we learn through sport can be applied to every aspect of life, both personal and professional. It is medicine for a wounded world.”
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