Introduction

Founder Claire Lewis has worked with some of the world’s biggest brands in sport, entertainment and digital media. She has held leadership roles for global music and sport initiatives including the Apple Music Festival, the Opening Ceremony of the Olympic Games and fan engagement for F.C. Internazionale Milano in Italy, China and the USA. After working with live audiences for more than 15 years, Claire started a business focusing on exactly that, combining it with her passions: sport and music.

Speaking at the 'Inter Night', an exclusive fan event to launch the 15/16 First Team Kit. (San Siro, 26th May 2015)

Claire began her career at MTV working on Trevor Nelson’s hip-hop show ‘The Lick’ which gained cult status on MTV Base and on global entertainment-driven formats such as the European Music Awards and Total Request Live.

She later joined EMI Music where she was responsible for driving digital sales and managing key accounts including iTunes and Napster.

In 2007 she started working for Apple in a live music strategy role for iTunes Europe. As part of the original team behind the Apple Music Festival, she led global marketing campaigns for acts including Lady Gaga and Justin Timberlake and developed partnerships with Shazam and Twitter.

Claire later worked on complex business development projects including the launch of iTunes in Russia and India in 2012 and planning for the roll-out of iTunes Radio in 2013 - later re-born as Apple Music. During this time, the business grew exponentially.

She moved to Italy in 2014 joining F.C. Internazionale as Marketing Director to support the club’s global expansion. Together with the venue and content teams, they executed a number of high profile fan engagement campaigns during key ‘moments’ such as the Milan Derby as well as in-market partner activations in China and the USA.

A keen sportswoman, involved in sport for over 30 years, Claire has held non-exec roles for The Football Association and Sport England and is a long-standing contributor to BBC London Sport.

She has represented Great Britain in netball, winning a bronze medal at the World Maccabiah Games in 2013 and also played for Arsenal Girls. During London 2012 Claire was an assistant to the Italian National Olympic Committee, with no idea it would prove such a major catalyst in her career development.

Experience

Claire has worked for and with some of the world’s largest consumer-centric brands and events.

The Lewica story and "the 99%"

Lewica: A Live Audience Business was created in 2016. Claire recognised that the industry was investing a lot of time in a tiny fraction of the overall fanbase, sometimes as little as 1%, who attended matches. When you have passionate fans within the stadium’s catchment area, it is easy to make decisions based predominantly on them: they are the closest and loudest after all. Claire was keen to broaden the scope.

Lewica was founded to focus on the 99% of fans who watch sport from their sofas, in pubs or on-the-go. These worldwide fans represent the scale, growth and future of the industry.

The mission was to bring "the 99%" just as close to the action as those in the stadium. Although these fans may never pass through a turnstile or gate, they are just as devoted and as much of a fabric of the club as those attending week in week out.

Lewica continues to evolve and today the team specialises in two core areas: 'Music & Sport' and 'Cities & Culture'. Our unique methodology and agile approach help our clients define a vision and strategy to reach, engage and connect new audiences wherever they are in the world. So essentially we’ve gone back to the live audiences, right where we started.

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Cities & Culture