Sport Acuity boosts London team with new reporter role

Mark Johnson's picture
by Mark Johnson

UK sports creative agency Sport Acuity has added to its growing London team with the appointment of Carrie Dunn as a sports reporter.

Dunn will focus on stories relating to football. 

Specifically, working with the FA and Greater London Assembly, she will to produce content and analysis for UEFA EURO 2020 platforms, with London hosting group and final stage matches at Wembley.

With a background in sports journalism for a number of leading publications, including The Times,, FourFourTwo and Dunn is seen as an ideal fit for the Sport Acuity team. 

Topical insight

The company looks for colleagues who combine topical insight with in-depth knowledge of the football industry and the game itself, allowing them to create bespoke copy that’s tailored to client specifications.

“We’re not just looking for everyday sports reporters. We need people who bring proven expertise, clarity and enthusiasm to every article they write,” said Andy Elliott, director and co-founder of Sport Acuity. 

“With degrees in English and a doctorate in Sociology, Carrie brings precisely the mix of ability and incisiveness we need in the Sport Acuity Team.”

York-based Sport Acuity offers services across media, content, branding and business development, advising sports federations, media owners, clubs and gaming businesses. 

Clients include UEFA, European Professional Club Rugby, Curling World Cup, Stars Group and Perform.

Added edge

“This role attracted me because it’s sports reporting with an added edge,” said Dunn. 

“Sport Acuity content clients are looking for something extra that you won’t get in a newspaper or mainstream sports website. 

“They want clear and insightful copy that actually gives them food for thought, as opposed to simply digesting what the news media tells them.”

In addition to her work in journalism and on radio, where she has worked as a commentator and match reporter for the BBC, Dunn is also the author of several books on women’s football, including The Roar of the Lionesses, a highly-regarded account of the rise of the England women’s team.

Elliott added: “With the 2019 FIFA Women's World Cup about to kick off in France and women’s football enjoying a higher profile than ever before, Carrie’s knowledge and experience will be an invaluable addition to our growing team. 

“We’re really excited to be working with her on the development of our football coverage and analysis.”

The Sport Acuity team said it is always on the lookout for talented sports journalists, analysts and commercial sports specialists to work in their London, York and Leeds offices, with both freelance and full-time opportunities available.

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