Medium Rare Content Agency and PHAR Partnerships have joined forces to launch a new commercial sponsorship brand, 17Hands which brings Medium Rare's expertise in creating brand stories and commercialising content with PHAR's global reach and expertise in maximising sponsorship opportunities.

17Hands is set to focus on verticals that are often commercially underutilised, including the transport, leisure, retail, mobility, and education sectors.

PHAR Partnerships has been developing and implementing these new types of brand partnerships globally for the past 12 years - the launch of 17Hands is expected to offer rights holders new revenue streams, while brands that engage with rights holders stand to benefit from enhanced in-venue experiences, venue and product naming opportunities, and themed packages.

"This is not just about sponsorship, it's about transformation. We want to bring innovation and creativity to sectors that haven't traditionally embraced sponsors. 17Hands is the bridge between untapped potential and brand opportunities," said Chris Joy, Head of 17Hands at Medium Rare Content Agency.

Simon Hawk, Head of 17Hands at PHAR Partnerships, said: "With 17Hands, we are encouraging businesses which are not in entertainment-focused sectors to think differently about their marketing. We are opening up a myriad of benefits and commercial opportunities in places where they never previously existed.”

17Hands' foundation client is Beam, a mobility service with 2 million registered users and 14,000 freely available e-scooters and e-bikes across Australia and New Zealand.

Beam Beam General Manager (ANZ), Tom Cooper said: "17Hands has enabled us to collaborate with like-minded brands, bringing a value-add to users of the Beam service, and enabling brands to connect with residents of the cities we operate in via exposure on Beam's platform and vehicle network."

17Hands will have offices in Sydney, Melbourne, Adelaide, and Auckland.