Mallory Group is a sports marketing agency that strives to create unforgettable experiences for its partners and their customers.

We immerse ourselves in the psyche of our clients, taking time to understand their unique needs and offering creative, challenging and perceptive advice.

Emily Caroe and James Toller formed Mallory Group in September 2016 after working together as rights holder and client for four and a half years. Their combined experience spans over 40 years in sports sponsorship, marketing and PR working for agencies, media organisations, brands and event owners and organisers.

The agency is named after George Mallory who attempted to make the first ascent of Mount Everest. Mallory set out to achieve the seemingly impossible in 1924 and it is with this same spirit that our company will strive to push the boundaries of the sponsorship and communications industries.






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Emily has managed and directed global multimedia campaigns, run international PR and marketing teams and has vast experience communicating with key stakeholders at all levels including governments, brands, agencies and rights-holders.

She also has extensive commercial experience, directing sponsorship strategies from pitches to signature and the subsequent account management. 

A former British Army Officer, Emily has worked alongside brands with clients including Vodafone (England cricket), Carlsberg Tetley (darts), Aberdeen Asset Management (sailing), LG Electronics (sailing), Oman Sail (national sailing team), Sky Sports (talent, channel and sport publicity) and Land Rover (sailing).



For the last four years, James has led Jaguar and Land Rover’s global sports sponsorship activity which has included the delivery of award-winning campaigns relating to Land Rover’s worldwide partnership with Rugby World Cup 2015 and Jaguar’s sponsorship of Team Sky in cycling.

He was also responsible for Jaguar Land Rover’s involvement in the Land Rover BAR America’s Cup team, the Extreme Sailing Series, the World Equestrian Games and the Jaguar Academy of Sport (Olympic Ambassador) programme.

Previously, James worked agency side at brandRapport (now CAA Consulting) representing a number of blue chip clients including E.ON (Rugby), Vodafone (Cricket & UEFA Champions League), Barclays (Premier League) and Jaguar (England Cricket).



2 Eastbourne Terrace
Paddington, London, W2 6LG


Phone: +44 203 286 1924