Observed Signal · Mar 11, 2026 · Partnership · Source: ExchangeWire · Impact: 2/5 · Sentiment: Positive
Stonegate Taps Fifty for World Cup Media Strategy
Stonegate Group, the UK’s largest pub operator with over 4,500 venues, has appointed Fifty as its strategic media partner to lead media strategy and buying across its portfolio including Slug & Lettuce, Popworld, Be At One and Craft Union. The appointment—timed ahead of the World Cup (June 11–July 19, hosted in the US, Canada and Mexico)—builds an insights-led approach across more than 15 addressable channels such as CTV, digital audio and DOOH. Fifty was chosen after a competitive pitch for its tech-driven, audience-intelligence approach that translates proprietary human signals into actionable campaigns via an AI-enabled platform. Fifty and Stonegate will present the partnership at Campaign’s World Cup briefing on 17 March at Fulham’s Craven Cottage.
Major UK advertiser (Stonegate) appoints a data- and AI-driven media partner ahead of a major sporting event, signalling increased investment in addressable channels (CTV, DOOH, digital audio) and the use of audience-intelligence platforms for hospitality-focused campaign activation.
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Key Takeaways & Evidence Grounding
- Stonegate Group operates over 4,500 UK venues.
- Stonegate appointed Fifty as its strategic media partner to lead media strategy and buying across its brands (Slug & Lettuce, Popworld, Be At One, Craft Union).
- The strategy spans more than 15 addressable channels, including CTV, digital audio and digital out-of-home (DOOH).
- Fifty was selected after a competitive pitch for its tech-driven, audience-intelligence approach using an AI-enabled platform and proprietary human signals.
- Stonegate and Fifty will discuss the partnership at Campaign’s 2026 World Cup briefing on 17 March at Fulham’s Craven Cottage.
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Fifty Appoints Charlie Firebrace as Growth Director
Fifty announced on 9 April 2026 that it has hired Charlie Firebrace as Growth Director. Firebrace joins from AudienceScan, where he was head of strategy and partnerships, and brings nearly two decades of B2B revenue and partnerships experience across ad tech, digital and emerging technology platforms. Based at Fifty’s London headquarters, he will report to CEO Simon Shaw and support the global expansion of Fifty’s audience intelligence business by executing commercial strategy, developing partnerships and shaping go-to-market plans that apply AI and data insights. The announcement also named two other hires: Bertie Tebbutt as account manager and Nadyah Ibrahim as marketing manager. Fifty describes its offering as AI-powered, proprietary audience intelligence for brands and agencies and cites clients including England Rugby, Formula E and the Stonegate Group.
Stiegl runs real-time DOOH campaign for World Cup fans
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Brands Win World Cup Conversations with Quick Social Stunts
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