London Pride, the iconic English beer brewed by Asahi Group subsidiary Fuller's, has tapped The Academy to amplify its sponsorship of Premiership Rugby.The agency will create an earned media campaign centered around the brand's "Support with Pride" platform, culminating during Premiership Rugby's finals weekend in June.Andy Box, Local Brands Director for Asahi Group UK, said: “Fuller’s London Pride has a long standing association with English rugby and the Premiership Rugby Final is one of the most important moments in the calendar. It’s a big opportunity for us to celebrate the game and connect with the fans and The Academy were the perfect partner to help us do this.”Mitch Kaye, CEO and co-founder of The Academy, echoed this sentiment. "2024 is a massive year for sport, which was part of our motivation to launch a dedicated sports offering at The Academy. This is a big win and an opportunity to help a brilliant brand make the most of their opportunity within elite rugby.”This appointment follows The Academy's recent expansion into sports and entertainment, with a new head of sport, Sam Beecham, leading the London Pride account. Notably, the agency also secured the UK PR account for Tinder.

Tinder has chosen The Academy to handle its creative earned media campaigns in the UK market, following a competitive pitch process.Founded by Mitch Kaye and Dan Glover a decade ago, The Academy boasts an impressive client list including Amazon, Disney, and Mastercard. While remaining tight-lipped about the new addition, The Academy is known for its innovative campaigns.Tinder, part of the Match Group, previously partnered with agencies like Weber Shandwick, W Communications, and Ogilvy Paris. Interestingly, Tinder intends to maintain these collaborations for project-based work.The Academy's win comes amidst a period of growth. The agency, a finalist for PRovoke Media's EMEA consumer agency of the year award, saw fee income increase by 9% last year, reaching £6.5 million.This expansion is further reflected in their recent creation of dedicated "columns" within their structure. Sophie Pettifer, who joined in 2016 during the Shine merger, will spearhead an entertainment column. Meanwhile, Sam Beecham, joining in 2017, will lead a newly formed sports column, assuming the title of Head of Sport.

The Academy has been chosen as the new retained PR agency for Burger King UK, following a rigorous selection process. Tasked with overseeing the fast-food giant's press office, spearheading innovative brand campaigns, and managing crisis communications, The Academy is set to lead the account under the guidance of Associate Director Evren Ahmet.This decision marks a significant turning point in Burger King UK's PR landscape, with Splendid and Frank PR having held the position in 2022 and before, respectively. The Academy now joins a distinguished lineup of marketing agencies collaborating with Burger King UK, including Coolr for social media and influencers, BBH for advertising, Walk-In Media, and customer experience agency Merkle.Katie Evans, CEO of Burger King UK, emphasized the pivotal moment of growth, stating: "The Academy impressed us with their comprehensive understanding of our brief. Their proposal not only excited us but also presented a welcomed challenge."Mitch Kaye, CEO and founder of The Academy, expressed his enthusiasm for the collaboration: "Burger King UK's history of bold, game-changing work is well-known, and we're thrilled to be a part of shaping their next chapter."With Burger King UK joining The Academy's client list alongside brands like Amazon, Peroni, Marie Curie, and Disney, the partnership holds promise for fresh perspectives and creative energy. This collaboration aims to further strengthen Burger King UK's position as a leading fast-food brand in the UK, building on its legacy of impactful communication strategies.