At the start of the year, Sportfive and other agencies are recruiting, adapting and identifying new sources of growth
Sportfive helped the LA Lakers land a huge uniform advertising patch deal with South Korean food manufacturer Bibigo.Courtesy of Sportfive
gworld sports Sportfive agency continues to overhaul its U.S. side, following the 2020 acquisition of what was Lagardère by private equity firm HIG, a subsequent name change, last July’s acquisition of event management agency Global Golf Management golf events and the departure of several key US executives last year.
The advisory side of Sportfive, with historical clients such as Citi, Met Life, Moet Hennessy and PointsBet, will now be led by executive vice presidents Brendan Moynihan (a 2018 SBJ Forty Under 40 winner) and Josh Wollock.
CEO of Sportfive Stefan Felsing identified consulting, golf and esports as fertile areas for growth, both in the United States and internationally, and said the agency would continue to hire aggressively and grow through acquisition. “The next phases of growth we find ourselves in will be both organic and through mergers and acquisitions,” he said. “We have a good mix of capabilities in our group, but we are looking at a number of targets, both globally and specifically in America.”
Former Sportfive Consulting Manager Kern Egan left the company late last year, taking with him Bridgestone’s sports account and five consulting staff (the agency fills those slots) to a new venture he calls Multiplier, tagged “A new platform to create and develop a cultural currency”.
Also leaving Sportfive at the end of 2021, he was CEO of the Americas Joel Segal, a football agent who later joined WME Sports. Sportfive now does not represent players, with the exception of golf. The agency then hired a tougher New York Jets president. Neil Glat as co-chair, with Steve Loy, who was the president of Sportfive of Global Golf. Consulting now falls under Glat and Loy and the US business now focuses entirely on sales and marketing.
Regarding the overall business resumption, Felsing noted the ongoing negative impact of the pandemic on events business, but cited significant growth in other business activities, citing Sportfive’s help in securing the deal. mass of Los Angeles Lakers uniform advertising patches featuring South Korean food manufacturer Bibigo. .
■ GOOD AND LUCKY: Allied Sports was founded in 2019 with the well-known promise to build a rambling agency with a unique proposition among the quagmire of sponsorship companies. Still, judging by its growth over the past year, sponsors are buying.
Last year, Allied’s turnover was multiplied by 3, while its number of employees increased from 12 to 40 people. Like any agency, there are of course vacancies. Therefore, what used to be a boutique now probably qualifies as medium-sized. Additional consultancy assignments (allied terms as “brand marketing”) come from lead client Cisco, including triumph in a highly competitive exam for the networking company’s golf sponsorship and hospitality programs, starting with the AT&T Pebble Beach Pro-Am, which begins Jan. 31 Allied also represents Quest Diagnostics, which is becoming increasingly endemic to the sports industry as the pandemic continues.
Growth was also driven by emerging enterprise customers, such as “enterprise-ready hybrid blockchain” firm XDC and digital banking platform HMBradley. Allied develops the sports and entertainment marketing strategy for everyone.
“Cisco’s NFL Strategy and Activation Management has been a great proof of concept for us,” said Allied CEO. Greg Chanceman, the former head of consulting at CAA, “but it’s important to have a balance between established and emerging brands.”
On the sales side, Allied’s Partnership Development Unit represents DC United for sponsorship opportunities, with a focus on securing a kit deal for the MLS club. Other third-party clients include the Miami Heat and the Shriners Children’s Open PGA Tour event at TPC Summerlin, just outside of Las Vegas.
As more brands look to become everyday content providers, Allied is “helping with that shift from sponsor to storyteller,” Luckman said, emphasizing working with retired athletes like Chris Long, who quickly move on from their careers in the field to form content companies. “We’re not into traditional talent representation, but we want to be there as athletes become their own media companies.”
■ GO AND GO: License industry veteran executive Greg Sim starts 2022 with a new role: VP, Strategic Accounts and Partnership at OpSec Security. Counterfeiting has long been a perennial licensee issue and OpSec’s tamper-evident holograms are used by many licensees, including MLB’s standard memorabilia authentication program, not to mention hangtags. of apparel from some of the largest sportswear licensees, and on every Visa and Mastercard. in your wallet. Sim, whose charter is to increase OpSec’s visibility and presence at major sports properties, has spent 21 years in MLB licensing. From 2018 until the end of last year, he served as Senior Director of Licensing at Vineyard Vines. …yet another new year/new title Paige Farragut, who just signed on as Executive Vice President, Partner Success at Fevo, a New York-based social media/commerce platform that lets groups co-purchase tickets to events. Fevo, founded in 2016, hopes to eventually bring the same technology to consumers who jointly purchase hotels, flights, cruises and other travel deals. Farragut spent more than two decades with the Texas Rangers, most recently as senior vice president/ticket sales and services. She started with Rangers in 1999, after seven years in sales with the Stars.
Terry Lefton can be contacted at [email protected]