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Audio in Sports

Lana Del Rey’s Management Company Launches TaP Sports

TaP Music has launched TaP Sports, a new global consultancy for the sports industry which will provide athlete management, music and entertainment consultancy for the sports industry.

Founded by Ben Mawson, co-founder of TaP Music (Lana Del Rey, Dua Lipa, Ellie Goulding and Dermot Kennedy), TaP Sports will offer services parallel to its music management entity, bringing expertise in profile building and positioning, as well as experience in crossing the fields of sport, music and entertainment.

The business will be two fold; offering consultancy and creative marketing services for clubs and other sports entities, plus strategic athlete brand and commercial management.

The first clients of TaP Sports include Leeds United, followed by the release of the documentary soundtrack for Liverpool FC’s title winning season, which includes Lana Del Rey’s recording of You’ll Never Walk Alone. This will be a charity project in support of Liverpool’s Foundation.

TaP Sports will offer clients four core services:

1. A brand partnerships division, specialising in lifestyle brands and fashion, which will work alongside content, social media and publicity departments.

2. Social media services will be provided by TaP’s existing digital and social team, offering 24-hour service (with offices in L.A and London) and supporting clients with management of their social channels, as well as specialising in maximising opportunity with new digital platforms like TikTok and Twitch.

3. Content will be created in house via a strategic partnership with football creative agency and magazine, MUNDIAL.

4. Publicity for TaP Sports clients will focus on non-sporting press – taking clients beyond the sports media.

“I am very excited to launch Tap Sports with such an incredible team alongside me, who all lead their respective industries,” said Mawson.

“We all hold the belief that there is so much synergy between music, entertainment and sports and an often missed opportunity to grow audiences worldwide. We want to work closely with the best agents and best players and help them build their profiles and maximise opportunities to engage their fan bases and drive commercial new value.

"We will work strategically on the brand endorsement side and help players become cultural icons, building brands with a reach far beyond the pitch. I’m especially excited to be working with Kalvin Phillips, who is such an incredible player at such an exciting time in his career.”

Billy Hogan, chief executive, Liverpool FC added: “Lana Del Rey’s beautiful rendition of You’ll Never Walk Alone in support of the LFC Foundation is a huge moment for the club’s official charity and it was great working so closely with TaP Sports on that project.

"It feels incredibly poignant that in such a challenging year for so many that a globally renowned artist such as Lana can help to support the work the club is doing in our communities.”

“Following our promotion to the Premier League we have many new and exciting opportunities to engage and grow our fanbase across the UK and internationally,” furthered Angus Kinnear, chief executive, Leeds United FC. “We look forward to working with the team at TaP to help us deliver against these off-field ambitions.”

Kevin Sharp, Palm Sports Agency concluded: “We’re very happy to welcome TaP Sports to team Kalvin. They have already shown themselves to be great partners and a valuable extension to the team.”