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Globally Inspired, Locally Led

Northpaw is a turn-key agency for brands wanting to engage with audiences in the Americas.


Established by the Premier League's former Head of Digital Martin Axford, Northpaw is the sister company of leading digital agency Red Lantern. With an extensive network of content creators, social media managers, illustrators and videographers across North and South America, the team works with some of the greatest brands in sport to achieve objectives together.


With the aim of delighting and informing fans, while growing reach and revenues, Northpaw works in close partnership with clients to achieve impressive results while also helping them deepen their knowledge and understanding of the relevant market.


America’s two vast continents make it a challenging and diverse market to work in but, with Northpaw’s expertise in market, we pride ourselves on being able to provide clarity.

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Martin Axford

Martin is an experienced and innovative digital leader who has worked with

major sports rights holders and broadcasters for over 25 years.

Having gained experience at AOL, BBC and ITV, Martin spent 20 years as head of digital at the Premier League where he engaged licensees, clubs and partners to deliver a transformative digital strategy.


In that time he established the league's mobile app and social media presence, introduced its first party user database and was responsible for the growth and success of the world’s leading fantasy football game, Fantasy Premier League.

Pivotal to the success was Martin’s vision for localised digital content and experiences as he grew the Premier League’s audience, increasing its media rights value, in USA, China, India, Thailand, Indonesia and MENA.


It’s his passion for reaching and engaging new audiences, combined with a wealth of digital experience in sport, that has led Martin to establish Northpaw.

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