M&C Saatchi Sport & Entertainment has been appointed to the roster of the Greater Western Sydney Giants.

The sponsorship agency will work with the emerging AFL club as it takes to the field for its second season.

The agency will work alongside the club’s own marketing team to develop its strategy, creative, activations at matches, marketing and PR.

M&C Saatchi Sport & Entertainment has already developed a campaign to support the AFL season opener between the Giants and the Swans, branded the Battle of the Bridge. The campaign recognises the Anzac Bridge, a Sydney landmark that separates the east from the west.

The agency has also retained compression clothing brand Skins as a PR client.

Jack Lamacraft, director of M&C Saatchi Sport & Entertainment, said: “It’s really competitive out there at the moment and we’re delighted to be able to announce we’ve started 2013 in such a positive fashion.

“The Greater Western Sydney Giants relationship is particularly important for us. We’re keen to demonstrate how we can add value to a rights holders business after working predominantly for sponsor brands since we started in 2009.