Andrew Croker joins Shift Active Media

Sports and media business veteran Andrew Croker has become chairman of Shift Active Media.

In his new role, Croker will work with Simon Wear and the senior management team to develop the agency’s long term business plan as it readies for further growth in international cycling.

Croker is former executive chairman of digital rights agency Perform, remains an advisor for the group and is also a consultant for ball tracking tech firm Hawk-Eye Innovations. Croker has over thirty years experience in the sports management and media business; he was the first head of sport at Sky Sports forerunner BSB, and established and ran IMG’s Worldwide Football Division.

Croker is a keen cyclist and rode 3,000kms across Europe with Lawrence Dallaglio in 2010, helping raise over £1 million for charity. He has also ridden 17 etape du tours. He said:

“I’ve been closely watching cycling, particularly looking at developments in the digital space. I’m convinced there are major opportunities, and I was attracted to Shift’s knowledge, professionalism and their international approach. I’m looking forward to working with Simon and the team, adding my broad experience across
a range of sports, not only commercially, but on the media side too – where cycling remains hugely under developed. Now is the time to bring to cycling what has been the norm in football, tennis, golf and motorsport for many years.”

Simon Wear, founder and CEO of Shift Active Media, added: “I couldn’t be more delighted to appoint Andrew as our chairman. We’re proud to have his enthusiasm and support, and his many years of experience available to us. Andrew’s passion for cycling and enormous knowledge of the world of sports marketing, sponsorship and media rights is a massive asset to our growing business.”

Shift Active Media was formed in 2010 by former Future COO Simon Wear. The firm is solely focused on cycling and client list includes Colnago, Fi’zi:k, FSA, Orange Mountain Bikes and Santini. The firm was recently appointed by Wiggle to look after its international marketing strategy as the retailer’s full service specialist agency.