SDI Marketing has put new focus on its sports-related services, refreshing them under the new SDI Sports branding.

SDI Marketing was founded in 1988 with a focus on sports and experiential, but has since expanded to a group of companies focused on different marketing services.

With SDI Sports, the company is bringing together its sports experts into a unified team. Its services include research, strategy, commmercialization, digital campaign experiences, sponsorship consultation and negotiation, as well as ongoing client project management. In addition to its head office in Toronto, SDI Sports also has teams on the ground in Denver and Qatar.

“Leveraging the power of sport has always been tied to our identity,” said Roy Roedger, founder and CEO of SDI Marketing. “Our reenergized global brand comes with an exciting new focus as we create unique and impactful sports solutions for our partners.”

The agency will be led by Kim Harland, who became president of the sports offering last fall in preparation for the launch. She has been with SDI since 2010 as an EVP, leading work that included Kraft Hockeyville, Rogers Hometown Hockey and the popular TheScore Bet’s “Skyline Seats” activation at last year’s RBC Canadian Open. In her new role, she will oversee all business and creative operations for SDI Sports.

In addition to those brands, SDI Sports’ client list also includes Nike, Canada Soccer, CONCACAF and the Qatar Football Association, theScore Bet, Paris St Germain, FC Bayern Munich, and CONMEBOL.