top of page
< Back

Talisman Announces Next Chapter of Global Growth, with Two Executive Appointments

Talisman Disrupts Sports Marketing with Automation Technologies
Unlocking Untapped Potential for Sports Teams, Leagues and Fans Globally

Former McLaren Racing executive Dharpan Randhawa takes CEO role of one of the most innovative sports marketing agencies

IT industry veteran Adrian Jones joins as Chairman connecting the world of sports to technology

SINGAPORE – 25 February 2021 – Talisman, a leading sports marketing agency empowering brave and innovative brands to thrive in sports, entertainment, and gaming, via innovative partnerships, activations, and data-driven thinking, today announced its next chapter of global growth, with two executive appointments. Dharpan Randhawa has joined the company as CEO and technology industry veteran Adrian Jones as Chairman.

Talisman is on a journey to unlock potential beyond traditional sports and marketing agencies' boundaries by introducing advanced technologies such as intelligent automation to create a deeper value-chain between sports brands and their partners. The digital age is disrupting consumer behavior at an unprecedented rate, and Talisman's technology can unlock new revenue and engagement potentials within a sport, the teams, and their fans.

"We are experiencing a digital revolution which is disrupting the way sports is consumed, enjoyed, experienced, and most importantly distributed and monetized. The model has been redesigned to create abundant opportunities for brands and properties," said Dharpan Randhawa, CEO of Talisman. "Talisman is in the driving seat of this hyper-commercialization of sport and fully immersed in innovation-driven ecosystems by providing new ideas, business models, products, and services for our clients and partners. We are a global player with a focus on the tremendous market potential in Asia. We exist to help our clients drive improved competitiveness in a world of sweeping digital transformation." he said.

"Talisman is at the absolute forefront of sports marketing, and I'm tremendously excited to join this extraordinary team as their chairman," said Adrian Jones, Chairman of Talisman. "Technology and sport are already connected on every level. From the analytics that make the game and athletes compete better to getting that extra boost of performance in a race. No other agency can combine this kind of deep industry experience with state-of-the-art technology to truly unlock the great partnership of technology and sport that will continue to drive innovation at an unprecedented level and accelerate the future together." he added.

Talisman has strong roots in the motorsports sector, where technology has always played a fundamental role in pushing the boundaries of what man and machine can achieve. Data-driven sports like Formula One use such data to attain a competitive edge. Drawing from its motorsport experience, Talisman can leverage its unique technology platform to help teams gain an engineering advantage. Similarly, Talisman can deploy this technology to identify how data can deepen sports fans' engagement, opening up more meaningful ways of how right holders and brands connect with their fans worldwide.

In addition to its unique software analytics technology, Talisman offers a full suite of solutions to its clients, including:

Partnership Acquisition: Building a direct relationship with the fan will become the single biggest challenge many brands will face in the coming years, leading to the type of properties they need to partner with to tell their story. Talisman can match the right brands to suitable properties to create meaningful narratives, cut through the noise, and speak directly to a brand's future customer.

Brand Consulting: Consulting global brands to help them find their voice and purpose in today's attention economy, where audiences' attention is the most critical currency unit. Talisman helps clients navigate the content revolution and support their digital transformation journey. From market entry into Asia to understanding the influencer landscape, Talisman will support brand clients transform from being creators to the new disruptors in the industry.

Brand Activation: Talisman are experts in sports and entertainment rights. Its ideation team can dream up digital-first activations and provide clients with on-the-ground VIP hospitality management at key events worldwide to ensure that clients maximize the rights they bought by executing their objectives.

About Dharpan Randhawa

Dharpan Randhawa, CEO of Talisman, is a sports-industry veteran and an expert in marrying global brands to innovative rights holders – forging some of its most successful partnerships and collaborations. Over the past two decades, he has been an instrumental force in marrying tier-1 global brands – including OnePlus, Automation Anywhere, Free Fire, Cisco, HTC, SMBC, Sands Group, and many more – to innovative rights owners across the sports, entertainment, gaming, and events sectors. A true global citizen, Dharpan has worked for some of the most renowned players across five continents with fluency in multiple languages. As SVP at McLaren Racing, he was responsible for partnership development in APAC, and before, as VP at Lagardère Group (SPORTFIVE), ran various sporting events across Asia. Dharpan is known for his data-driven mindset and expertise around aligning tech brands to data-centric sports like Formula One that allowed him to forge several of the most meaningful and lucrative partnerships in the business. His expertise makes him a sought-after keynote speaker at highly acclaimed sports and business conferences around the world. In his pursuit to advance the industry, he continually pushes for greater equality and higher sustainability goals in sports.

About Adrian Jones

For more than two decades, Adrian Jones has successfully run sales organizations for some of the most well-known and demanding IT organizations globally. During his time at Hewlett Packard, he was responsible for the $12B channel business and led a strong multi-billion dollar organization at Oracle Asia Pacific. His track record includes building large-scale sales teams while growing revenues for the largest Fortune 500 companies at a double-digit growth rate each year. His professional network includes long-standing c-level customer and partner relationships spanning across the globe – from Asia to Europe and the USA. Jones is currently working in the private equity space and is a board member of several technology companies.

Interact with Talisman

Visit our website:

Follow us on Twitter:

Find us on Instagram:

Connect with us on LinkedIn:

Follow us on Facebook:

About Talisman

Talisman empowers brave, innovative brands and rights holders to thrive in sports, entertainment, and gaming via well-executed partnerships, activations, and data-driven thinking. The agency has disrupted the traditional partnership model to drive measurable value for all stakeholders. Talisman's proprietary technology platform help teams, leagues, athletes, and sports organizations drive continuous innovation by applying the latest data science and human dexterity to engineer game-changing advantages around sports performance and fan engagement. Talisman's mission is to use deep learning to uncover strategic insights that may not have been previously achievable. Talisman is a global agency with deep connectivity and experience in Asia.

For additional information, visit:

For interview requests and other media enquiries, please contact:

Marina Mathews

Mobile: +65 96311670


bottom of page