The Sports Recruitment Company celebrated its seventh anniversary by re-branding as Sports Recruitment International (SRI) and announcing plans to develop a network of offices worldwide.

The move is in response to the trend towards globalisation in sports and the increasing demand for talent in an increasingly international employment market.

The company, renowned for recruiting in betting and gaming, media, clubs and events, public sports, rightholders, sports marketing, sponsorship and sporting goods, will open its third office, and second in continental Europe, in Amsterdam this spring. It currently operates from London and Geneva.

Since 2001, every sub-sector of the multi-billion dollar sports sector has undergone fundamental change.

Speaking at the SRI brand launch Chris King, who founded the company with Will Lloyd in February 2001, said changes have been driven by a "significant uplift" in broadcast and sponsorship rights values — driven largely by the digital media revolution — and the emergence of markets in Asia, the Middle East, Russia and parts of Latin America.

"As a result the sector is more sophisticated, professional and demanding than ever before. While sport has always had international mega events, today's broadcast and online media have made it a truly global business in every respect.

"This is reflected everywhere you look, from ownership of football clubs to the massive investment being made in sports infrastructure in countries such as Singapore, Dubai, Qatar and, of course, China which will stage this year's Olympic Games."

Employers are seeking out not only those with sector specific skills, but language skills and the cultural flexibility to work comfortably with colleagues and customers of all backgrounds.

Lloyd said that the credibility of London as the leading hub for sport in Europe has massive kudos and is very attractive.

He added: "There is a dearth of skills, particularly in the rapidly developing Asian sectors of India and China. There is a big flow of money and skillsets flowing East."