London-headquartered Cordiant Communications has forged an alliance with CSS Stellar, a sports and entertainment group with a host of film stars on its books – among them Ewan MacGregor and Kate Winslet – plus the English Football Association and the England and Wales Cricket Board.

Cordiant's direct marketing arm 141 Communications will be the preferred partner for the group, able to provide its clients (including Allied Domecq, Heineken and Coca-Cola) with sponsorship agreements. In particular, 141 hopes to exploit forthcoming sporting events such as the Winter Olympics and the soccer World Cup.

"Sports and entertainment marketing is increasingly a key activity used by a clients to build brand awareness," enthused Cordiant chief executive Michael Bungey. "CSS Stellar's wide range of specialist sports and entertainment services complements 141 and is exactly what we require to extend the range of services we can offer in partnership to our clients."

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