Perera to launch sports business

Former Advantage International managing director John Perera, who left last autumn just before it rebranded as Octagon Worldwide, has set up his own consultancy, Matrix.

Former head of consultancy at Alan Pascoe International (API), Perera became managing director of Advantage after the two agencies were bought and later merged by Octagon in 1998.

Alan Pascoe, the ex-400m Olympic runner who set up API in 1984, does not rule out linking up with Perera again. He says: “Perera is one of the top sponsorship experts in the UK – he has a great understanding and knowledge of the business.”

Perera has been in the sports sponsorship business for more than 20 years.

Matrix will focus primarily on UK-based projects and is looking at the Manchester 2002 Commonwealth Games on behalf of a number of prospective sponsors.

Perera says: “The emergence of global players which acquire major sports rights provides an opportunity for good consultants who understand the business and can advise sponsors on how to get the best deal from the rights’ sellers.”

Perera was replaced as md of Octagon’s London division by ex-Ogilvy & Mather chief executive Tom Bury (MW September 30 1999).

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