Smyle Group has acquired sports and fan engagement agency, The Sports Presentation Company, for an undisclosed sum.
The Sports Presentation Company, founded by Andy Friedlander in 2011, creates stadium/arena and fan zone experiences for regional properties including the English Football League, England Netball, as well as venues including Wembley Arena, Manchester Arena and The O2 Arena.
Commenting on the news, Rick Stainton (pictured right), co-founder, Smyle, said: “The acquisition of The Sports Presentation Company accelerates our existing relationships and expertise in sports across Ryder Cup F1, Formula E and the gaming/esports sector.”
Growth and support
The acquisition aims to support the sport and fan agency’s domestic and international growth plans.
Stainton said: “We aim to combine The Sports Presentation Company’s experiential expertise in sports stadia with Smyle’s leadership in creative story telling, strategic comms, global delivery experience, and in-house production resources to create a unique offering for sports rights holders and associated brand activations.”
Andy Friedlander (pictured left), founder, The Sports Presentation Company, added: “We have been at the vanguard of the fast-growing sports presentation sector as the expectations of stadium fans, TV viewers and rights holders has gradually increased.
“We are ready to do more of the work we love, while learning from people we respect who share our passion for creativity, operational excellence and ethical business.”