UTA has made an intriguing move into the world of European production.

The U.S. agency has signed Big Brother producer Banijay Entertainment and will work specifically as marketing consultant and talent agency for the group’s branded content arm, Banijay Branded Entertainment (BBE), which launched late last year.

Also working closely with the super-indie’s new live events division, UTA will “introduce BBE to brands, promote the value of brand-funded entertainment and demonstrate its importance in effective marketing strategies,” it said.

Although it represents brands such as Gymshark out of Europe, the deal is a first-of-a-kind for UTA in European production and comes as Banijay continues to expand into new areas. It launched BBE in November 2023 to “leverage the group’s expansive global production expertise to deliver against brand briefs both at a local and global level,” it said at the time. It has since worked across the likes of Big Brother – Knossi Edition on Joyn/Twich and Niall Horan’s Homecoming: The Road To Mullingar with Lewis Capaldi with Guinness.

Sam Glynne, EMEA boss of UTA Entertainment and Culture Marketing, said the agency is “perfectly placed to help BBE navigate the best way to exploit IP for brands.”

“Our entertainment marketing team has extensive experience in production and distribution companies, and a deep understanding of how to help the division diversify its efforts in the branded entertainment space,” she added.

Carlotta Rossi Spencer, head of Branded Entertainment Business Development, Banijay Entertainment, said: “This strategic partnership with UTA, a leader in its field, enhances our reputation as the go-to destination for brands seeking to reach their audiences in a rich and compelling way.”

Banijay posted its half year revenues last week, which showed production and distribution turnover had dipped.