Sylvester (Sly) Peoples Joins Burson to Lead Sports & Entertainment in the U.S.

NEW YORK, January 15, 2026 - Burson, the global communications leader purpose-built to create value for clients through reputation, today announced that Sylvester (Sly) Peoples has joined the agency as U.S. Head of Sports & Entertainment.

Peoples brings over 20 years of experience in the sports and entertainment industry and will focus on further building Burson's portfolio in the space. His background in creator and influencer efforts; strategic and business development; contracts and partnerships; merchandising; and content experience boosts Burson's position as the architects of fandom across a range of verticals, from major cinematic ventures and music festivals to competitive gaming and professional sports. He will also be responsible for growing Burson's talent procurement & partnerships capability, focused on delivering measurable impact, value and growth through celebrity spokespeople and high-profile stakeholder management.

"Sly's unparalleled expertise reaching audiences across the sports and entertainment landscape perfectly complements our ambition to forge meaningful and enduring connections that elevate brands in this arena," said Allison Cirullo, U.S. and Global Chair for Consumer and Brand. "With the year ahead featuring significant moments like the Winter Olympics, the FIFA World Cup and more, brands will have tremendous opportunities to reach new audiences and create reputation-defining relationships."

Before joining Burson, Peoples' tenure includes significant roles at major athletic companies like Adidas, where he managed the Donovan Mitchell basketball signature line and overall footwear strategy, and Russell Athletic, where he was Global Marketing Manager with full P&L responsibilities. Most recently, as Global Social Content Architect at HP Inc., Peoples led global social strategy and influencer content creation, bridging sports, marketing and the evolving landscape of digital content and influence. Prior to this role, he led the U.S. influencer team at Edelman, where he was responsible for creating award-winning campaigns as well as negotiating celebrity contracts and partnership deals. Earlier in his career he owned and operated Status Sneaker / Clothing Boutique, served as Senior Director of Business Development at Super Heroic, and as Global Merchandising Manager at Nike Inc.

"I'm eager to build upon the Burson team's existing global momentum in the sports and entertainment space," said Peoples. "Strong brands are built through integrity, influence and action. It's more than amassing fans - it's about igniting passionate conversations and forging long-lasting connections with fans to enhance brand reputation."