The new business is headed up by Byelateral founder Robin Bye and specialises in creative design and campaign management to the sports industry. Utilising Sotic's unrivalled technological knowledge, the new venture is able to deliver fast and effective digital campaign services across multiple platforms, including real time analysis of investment and performance to a host of governing bodies, sponsors and clubs.

Sotic's Managing Director, John Ludlam said: "Robin and his team bring to Grip a wealth of sports marketing knowledge acquired during their time at Saracens and Byelateral. The new business is able to harness that knowledge whilst utilising Sotic's technology to deliver cross platform campaigns. With the industry focusing on results, particularly in the lead up to the 2012 Olympics, Grip is able to deliver to its customers minute by minute tracking of campaigns and the ability to tweak changes to ensure the highest possible ROI."

Grip Creative MD, Robin Bye commented on the merger: "I am really looking forward to this new challenge. Over the last 12 years I have worked together with Sotic on numerous projects and this merger is a natural progression with us seeing nothing but positives to be gained from sharing our resources and knowledge."