Wasserman, a global leader in sports, music, entertainment and culture, has appointed DECATHLON partnership director Wim Mathues as SVP of Brands and Properties in Belgium and the Netherlands. The appointment is the latest move in the agency’s growth strategy in Europe, and follows the acquisition of Squadra Sports Management – now rebranded as ‘Wasserman Cycling’.
Mathues will report into Broderick Hicks, managing director, brands & properties, Wasserman EMEA. His remit includes growing Wasserman’s footprint in the Netherlands with the opening of a new office in Amsterdam and amplifying the agency’s integrated capabilities of consulting, creative and experience across Europe, with a particular focus on sport. Wasserman produces award-winning work with existing clients such as Formula 1, NFL, Coca-Cola, BMW Group, Lenovo and LEGO.
Mathues joins Wasserman after three and a half years at DECATHLON, where he served as the partnership director of Europe, heading up the European business development team. He has more than a decade of experience in marketing, specialising in sports marketing, FMCG, digital commerce, entertainment and technology. His CV features work with brands including Repucom/Nielsen Sports, GFK and Coca-Cola, and he has been a consultant for organisations such as Classified Cycling, bwin and Merkado.
The appointment reinforces Wasserman’s ongoing commitment to the region, which has been especially apparent over the past two years with growth driven through both acquisition and organic expansion. As well as the launch of Wasserman Cycling, other recent developments in Europe for the consultancy include the acquisition of BSE Media Group (now rebranded as Wasserman Spain), the launch of Wasserman Rugby (previously Esportif) and the opening of a Wasserman Music office in London through the acquisition of Paradigm U.K.’s live music representation business. Wasserman also operates in Germany, through a Dusseldorf office that opened in 2021. Broderick Hicks, managing director, brands & properties, Wasserman EMEA, said: “To have someone of Wim’s calibre and reputation join us at Wasserman is a coup. Wim is one of the industry’s most respected figures, and his knowledge of the region – and sport in particular – will be invaluable as we look to grow our European footprint.”
Mathues adds: “Wasserman is a giant of the industry, and the fact it sees Europe – and in particular Belgium and the Netherlands – as a key area of growth made this move a no-brainer. Broderick and his team are extremely ambitious, and the chance to be part of this exciting journey and help shape the future of Wasserman was irresistible.
“I’ve seen the amazing work the team here has done for the likes of NFL and BMW, and I’m looking forward to working with more leading brands and properties across sports, music, entertainment and culture in the region.”
Currently, Wasserman has over 50 employees across Belgium and the Netherlands. The opening of a new office in the Dutch capital will see Wasserman join the likes of Heineken, ING Group and Nike EMEA in calling the city home.
Wasserman powers the business of sports, music, entertainment and culture. We serve clients with exceptional insight, influence and creativity, while making a positive impact on our industry and each other.
Our brands and properties division works with iconic brands and rights holders, supporting business growth through all marketing disciplines. We’re a trusted partner to every major league, team and venue, building meaningful connections between brands, properties and fans.
Founded in 2002, Wasserman represents many of the world’s most iconic sports and entertainment figures, musical artists, brands and properties, empowering them to shape culture and captivate audiences worldwide. We operate globally across more than 45 cities, 23 countries and six continents. For more information, please visit www.teamwass.com.
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