MediaCom Worldwide has named MISHA SHER as its new head of sport, with a brief to expand the agency's sports advisory capabilities and fully integrate the division into the agency’s new Content + Connections positioning. Sher has been in charge of the agency's relationship with PELÉ since '12, helping to create high-profile relationships for him with brands such as Proctor & Gamble, Volkswagen, Subway, Coca-Cola and Shell. Prior to his time at MediaCom, Sher also also worked at Fox Sports, Scottish Championship side Rangers and Soccerex. He will be based at the MediaCom Worldwide hub in London and report to MediaCom Global Head Beyond Advertising JAMES MORRIS. He will work with regional and local offices to establish sports advisory as a core part of the agency's global offering (MediaCom). ... Spain has reappointed former coach SERGIO SCARIOLO to "oversee the Iberian nation's campaign at September's European championships." Scariolo, 54, led Spain to continental titles in '09 and '11 and a Silver Medal at the London Olympic Games. News of Scariolo's hire was announced by VICENTE AZPITARTE of Spanish radio program "Tirando a Fallar" in April (REUTERS, 5/7).
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