MediaCom Worldwide has named Misha Sher as its new head of sport, with a brief to expand the agency’s sports advisory capabilities and align the division with its wider ‘Content and Connections’ positioning.

Sher, a former director at Rangers Football Club, first joined MediaCom Sport in 2012 as director of partnerships and brands, before becoming head of sport EMEA earlier this year.

He has handled the GroupM agency’s relationship with Brazilian football icon Pele, helping to create campaigns with advertisers including Coca-Cola, Subway, Shell and Procter & Gamble.

Sher will be based in London and report to James Morris, global head of MediaCom Beyond Advertising.

“In the time that [Sher] has been with the agency, he has demonstrated an innate ability to identify and deliver top level sports partnerships for our clients,” said Morris.

“His knowledge and understanding of our business, coupled with an incredible global network within the sports industry, provides for the perfect combination to further develop a division which has become a part of our DNA.”

Sher added: “I’m very excited by the opportunity to lead our sports division at a time when many of our clients are putting more focus on sport as part of their communications strategy.

“We are in a unique position which allows us to leverage the most comprehensive consumer insight to not only build the most robust sport strategies, but execute them with maximum impact for our clients.”