Sport and entertainment agency Gemba has been appointed as retained sponsorship agency to major FMCG brand Sanitarium Health & Wellbeing.

As part of its broad remit, Gemba will work across key Sanitarium brands Weet-Bix, Up&Go and So Good.

The agreement will see Gemba help the brand leverage relationships with AFL, Cricket Australia and a yet to be announced third sponsorship while utilising various ambassadors including cricketer Brett Lee, football star Tim Cahill and surfer Stephanie Gilmore.

The account will also see Gemba work with a mix of sporting codes to help promote the Sanitarium Weet-Bix Kids TRYathlon, inspiring thousands of Aussie kids to get active while building confidence in a fun and rewarding environment.

Sanitarium advertising and sponsorship manager Sharon Green said Gemba was awarded the business on the back of its superior insights and strategic thinking in demonstrating the role of sport and entertainment for the business.

“Gemba’s ability to translate this into compelling and creative solutions that will help drive business and brand outcomes was unparalleled,” she said.

“We look forward to working with the team at Gemba over the coming years while they engineer a fresh and more strategic approach to our sponsorship portfolio.”

Gemba director and head of sport and entertainment marketing Andrew Condon said his team were excited by the prospect of working with ‘a brand we had all grown up with.’

“Clearly our investment in insights, intellectual capital and people is becoming a great point of difference. We look forward to getting to know Sanitarium inside-out and building a genuine connection between the brand and sports fans across Australia.”