Steph Lund Joins MSQ Sport + Entertainment as North America CEO

MSQ Sport + Entertainment today announced the appointment of Steph Lund as Chief Executive Officer of the North America practice, further demonstrating the agency’s accelerated growth intentions in the US and bolstering its proposition to use the power of sport and entertainment to drive emotional connection for brands, talent, and rights holders. 

Lund’s appointment rounds out the executive leadership team at MSQ Sport + Entertainment North America where she reunites with former colleagues Paul Anastasiadis and Andrea Nirsimloo, who were announced as Managing Partners at the agency’s inception in March 2025. The trio formerly led M&C Saatchi Sport & Entertainment North America, overseeing multiple years of growth and award-winning client work before departing earlier this year.   

Lund, who brings over 20 years of experience to MSQ Sport + Entertainment, served as CEO at M&C Saatchi Sport & Entertainment and, prior to that, held the position of SVP at The Fader / Cornerstone. She has been named “Top CEO of the Year” in the Ragan Communication Workplace Wellness Award and the PRNEWS Top Women Awards for the last two years and is a recurring juror for the North American Sabre Awards, PR News Awards, PRWeek Awards, PR Net Next Gen Awards and the PR News Platinum Awards.    

“My career has been underpinned by the importance of agency specialism and expertise. MSQ shares that passion, demonstrated by their global track record and continued investment into North America. This, along with my trusted relationship with Steve and Jamie, was a key attraction to joining MSQ Sport + Entertainment,” said Lund. 

“Our vision is to quickly establish this agency as a destination for specialist creativity in the sport and entertainment space, with bespoke campaign activations that leverage our social, content, experiential and digital expertise. Through organic growth and smart, nimble acquisitions, we believe we have the capacity to quickly build this agency under a future-proofed, social-led proposition that centres on the contemporary ways consumers are engaging with the things they love.”  

MSQ Sport + Entertainment was founded by two of the sports industry’s most experienced marketers, Steve Martin and Jamie Wynne-Morgan, in the UK in June 2024. In addition to expanding to North America, it also opened its doors in Europe via an Amsterdam-based agency led by Toan Ravenscroft in April of this year.  

Martin & Wynne-Morgan said, “When we set out to build the agency globally only 10 months ago, we wanted a really strong team in the US market. We worked with Steph for over seven years in our previous agency and we are thrilled she has chosen to join the team at MSQ Sport + Entertainment alongside Paul and Andrea to drive our North America business.” 

“Together, the trio is a dynamic combination. They will get momentum quickly and complement what we are doing in London and Amsterdam. It is Steph’s tenacity and drive in knowing how to run a high-performing agency, matched with her outstanding specialist experience that adds real value to clients and our people, that gives us great confidence we can build scale in the US. It is a real coup to have her on board.” 

Since launching earlier this year, MSQ Sport + Entertainment North America has begun work on several new clients and is actively recruiting to grow its team of specialists across creative strategy, social activation and creator marketing.  

MSQ Sport & Entertainment is the latest addition to MSQ Partners, one of the globe’s fastest growing independent agency networks. Backed by private equity funder, OEP, MSQ Partners holds locations in North America, Europe, Asia, and now in the Middle East. With more than 1,850 strategists, creatives, data analysts and channel activation specialists collaborating across the globe, MSQ Partners is a full-service marketing network that offers simple solutions and joined-up thinking to meet the needs of their clients.

Last year, MSQ North America doubled their footprint with the acquisition of award-winning creative agency, SPCSHP and brought on Kate MacNevin, McCann vet as Global CEO of Stein IAS and Executive Director of MSQ B2B. Additionally, the group also acquired UDG, the 350-employee pan-European consumer experience powerhouse in an effort to expand their capabilities to create brand momentum at scale.