Former football star heads PR firm’s new sports division

Manchester-based Sugar PR has launched a new sports division to handle the PR and media requirements of elite athletes.

And Mia Walters, who played for Manchester United, Manchester City and Everton Ladies, will head up the service with new clients drawn from the world of professional football, boxing and mixed martial arts (MMA).

The agency is working in partnership with managers, coaches, registered intermediaries and specialist sports lawyers to build and maintain the positive profile and personal brand of players and athletes.

It is also working with promoters to amplify media coverage of shows and events.

After playing for Manchester United, Manchester City, Everton and Crewe Alexandra Ladies, Walters secured a 100% soccer scholarship to study in the USA in 2016, before returning to the UK to complete her studies at Loughborough University, which is home to many international elite athletes.

Ms Walters said: “The UK is home to some of the world’s greatest sports professionals and we will be telling the world their stories and elevating the level of commercial opportunities out there, as well as connecting with fans and being a positive influencer.

“By working together with managers, intermediaries, regulatory bodies and other sports professionals we feel we can be a perfect bolt-on to their services to provide PR, media relations and personal brand development.”

Pete Davies, managing director of Sugar PR who spent 20 years as a Football Association referee and officiated for seven years in the English Football League, said: “Reputation management for elite athletes is critical for success.

“In today’s media environment it’s not good enough to excel in sport, you have to develop a strong personal brand that connects with fans and sponsors.

“Mia will lead the personal branding side of our agency and with her experience – she’s perfect to manage the needs of elite sports professionals and their trusted advisers, such as lawyers and agents.”