BCW Sports leadership transition: Lars Haue-Pedersen to step down, Jamie Corr to assume role of Managing DirectorApril 8, 2024

BCW Sports, the specialist sports practice of BCW, a leading global communications agency, has announced today a forthcoming change in leadership as Managing Director, Lars Haue-Pedersen, prepares to step down after over 20 years of leading the Lausanne-based global sports unit. Haue-Pedersen will stay on as a key advisor to the business.

In 2002, Lars co-founded the sports specialist agency, TSE Consulting. In 2015, he played an instrumental role in TSE’s acquisition and its full integration into BCW. Under his guidance, BCW Sports has established itself as an industry leader in global sports communications with a strong track record of supporting a wide range of successful bids for major events as well as many other international campaigns in the global sports world.

Succeeding Lars is Jamie Corr, who will lead the sports practice from Lausanne, Switzerland starting in September 2024. Jamie brings with him a wealth of experience garnered from a highly successful career in international sports marketing and communications, having held notable positions at the International Olympic Committee, GMR, Hill & Knowlton, and most recently as Senior Vice President of Sponsorship & Consultancy at MKTG Sports. Jamie’s accolades include recently being recognized in the top 5 of PR Week's 'Sports Agency Leaders'.

Reflecting on his departure from the sports practice he established, Lars Haue-Pedersen stated:

“It has been an incredibly exciting journey, moving from a two-person startup to now, being part of one of the largest communications agencies in the world. With Jamie Corr’s arrival, I foresee numerous opportunities emerging for the sports practice, particularly in advising and supporting brands’ involvement in major events. I look forward to supporting Jamie and the team through the remainder of the year and then to spending more time with family and friends, while closely following Burson’s and our clients’ continued success.”

Commenting on the BCW Sports leadership changes, Scott Wilson, BCW CEO EMEA, stated:

“Under Lars’ direction, BCW Sport has become a global centre of excellence within BCW Group worldwide and one of the leading agencies in the world of sport. I extend my gratitude for all the successes Lars has brought to BCW, his presence and leadership will be greatly missed by all. Looking ahead, I am delighted that we have secured another experienced leader in the international sports industry, in Jamie. His background, network, and expertise will undoubtedly serve as invaluable assets for existing and future clients.”