We generate ideas that
bring fans closer to sport.

We help companies navigate how
they use sport to connect with their audience.

A team of bright minds who strategically
advise and work with you to deliver campaigns.

We are the Creative Midfielder / See how do it!

Together We Build Dreams

We have simplified our approach over the years as each client, event and fan has its own unique requirements.

Team Selection

Where are you now?

This is a chance for us to fully understand your current position, the audience and target markets and future opportunities and gives us space the research.

The Gameplan

Where do you want to get to?

Having spent time on the first phase and based on the insights and knowledge gained the projects can then be clearly defined. Project objectives, creative briefs, specifications and timelines are collaboratively written and cost estimates are agreed.

Match Day

How are we going to get there?

This is the best position to deliver creative, engaging and effective solutions for our clients and events . Our projects now have the best opportunity to thrive and to deliver against their project objectives that have been set out.

Ernie Els

A True South African Legend…

Brand, Digital, Signage & Advertising

We have been working with the Els Group for the past 13 years, shaping the brand across, design, digital, wines, charity and development. The landscape of golf is always changing and we continue to place Ernie at the forefront of the industry as a business leader as well as a sporting professional.

HSBC Wimbledon

Get Closer to the Action…

Fan Experience

The ‘Get Closer’ campaign required us to creatively map advertising agency assets across on-site activations, hospitality areas and programme advertising. The insight was that HSBC’s role at Wimbledon was to help fans and spectators get ‘closer to the action’ from creative aligning with this concept with extreme close-up images of strawberries, balls and grass courts, synonymous with the game.

The Boat Race

True Dedication & Spirit…

Brand, Digital & Event Signage

Creative Midfield worked with The Boat Race delivering event branding and environmental design services. We continue to bring the new Boat Race brand to life and implementing the new Boat Race identity across social communications, digital, signage and events.

Ladies European Tour

A Brand Built to Inspire…

Brand, Digital & Event Signage

We created a new Tour visual identity reflecting the new values and bright vision of the organisation which was consistently applied to all venues.  Providing an online brand portal allowed the organisation and individual tournaments across the globe to access the LET’s brand assets.

In addition to the brand we developed from the ground up a responsive website with live matchplay results integration. A fully content managed and open source solution was created, with a new player database that integrated with the existing golf scoring platform with the aim of deepening fan’s engagement with the Tour.

Moto GP

It’s full on…

VIP Experience

We were commissioned by Octagon to create a unique VIP experience for the Shell Ducati MotoGP in Malaysia. Having identified that most guests had little knowledge of the track, race and riders we developed an immersive touch enabled table experience. Users could browse video and static content at their leisure and gain a deeper insight to the world of MotoGP.  They could even test their skills against the start light sequence in our custom reaction game.


Global Fan Engagement…

Global Fan Engagement APP

We have partnered with Musto to deliver the mobile application for their Volvo Ocean Race activation, the Musto Grinding Challenge which sees fans attempt to raise a sail on a grinding unit in the quickest time. Our mobile application enables on-site staff at all global race villages to digitally record participant personal data, challenge image and video and event times.

We've worked with some of the biggest brands