The Foundry has launched a specialist sponsorship activation division, Brand in Action.

The Altrincham-based agency launched the new division at the Soccerex Global Convention in Manchester.

MD and creative director Mark Bottomley explained: “Defining objectives and measuring results is key to improving sponsorship ROI.

“But you also need big ideas. Our specialists find a brand’s magic and make it real, creating events, activities and installations that you can touch, taste and talk about, engaging people, changing minds and creating advocates.”

The Foundry highlighted its recent work with Manchester United, which included a haunted wine cellar for match-day sponsor Casillero del Diablo that the club said was “the best match-day sponsorship ever”.

Take a look:

Pic: Foundry’s Kevin Murphy and Natalie Hall launching Brand in Action at Soccerex