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48-643: After partial sale of Lagardère Sports in 2020 and subsequent full sale in 2021, the remaining division became Lagardère Live Entertainment. In 2007, Lagardère Group, via an intermediate holding company Lagardère Sports , acquired the entire share capital of International Events and Communication in Sports (IEC in Sports) and in 2008 acquired about 70% of the stake of World Sport Group Holdings . Lagardère Group also owned Sportfive S.A. since 2006. In 2010, Lagardère Sports became Lagardère Unlimited . In 2015 Lagardère Unlimited

96-529: A 75.1% stake in the business in April 2020, and the remaining shares in July 2021. The rebranding to Sportfive followed the restructuring of the agency's global leadership team. The executive committee included Stefan Felsing, Philipp Hasenbein, and Robert Müller von Vultejus, respectively former executives at Sportfive and Lagardère Sports. That same year, Sportfive founded its own esports division. Since 2022, there has been

144-808: A 78.60% stake of a company called World Sport Group Investments , which owned a 90% stake of World Sport Group Holdings. Sportfive Sportfive (stylized as SPORTFIVE ) is a German based international sports marketing agency with offices around the world. The agency operates in sports consulting, partnership sales, marketing and sponsorship activation. Its headquarters are located in Hamburg , Germany . Sportfive employs around 1,200 people and markets over 30 different sports disciplines, including football , American football , baseball , basketball , esports & gaming , golf , handball and motorsport . Since 2020, Sportfive has been part of US private equity firm H.I.G. Capital . In 1987, UFA first secured

192-550: A comprehensive partnership with Sportfive up to and including 2027/2028. Among other things, the agency is supposed to support VfB Stuttgart in its search for sponsors and in marketing the modernized stadium for UEFA Euro 2024 . Since 2010, Chelsea F.C. has been cooperating with Sportfive. This involves Sportfive marketing players from the first squad on behalf of Chelsea F.C. in Europe, as well as connecting them with larger and local brands as part of its own ambassador program. In 2021,

240-403: A cooperation with the global esports organization Gen.G . Following this, Sportfive signed a cooperation deal with Ampverse, as well as being appointed as the official sales agency of Fnatic for global partnerships. In Spring 2022, Sportfive launched its own creator collective called SQVAD with a focus on esports and gaming, but also other lifestyle themes like fashion and music. Among

288-526: A listed company now known as Parallel Media Group plc . After the founder re-acquired World Sport Group from the public company in 2002, BVI incorporated World Sport Group Holdings became the holding company. World Sport Group was sold for the second time in 2008 to Lagardère Group , becoming Lagardère Sports Asia in 2015. The World Sport Group Limited (via World Sport Group (Jersey) Limited ) and Parallel Media Group International Limited were acquired by Orchard Furniture plc in 2001. Orchard Furniture

336-723: A partnership with the Board of Control for Cricket in India (BCCI) for the ground and title naming rights for the Indian National Team's domestic matches. In partnership with Sony Corporation , the Group was awarded the global media rights for the Indian Premier League (IPL), the Twenty20 cricket competition. The 10-year deal was valued at over US$ 1.6 billion. The Group was also a member of

384-471: A variety of clients in the sports sector, as well as representing individual international athletes. These include services for rights holders and companies, such as distribution strategies, internationalization, (virtual) A-boards and stadium advertising, jersey sponsorship, international media rights, athlete marketing, hospitality programs, travel services, creative sponsorship campaigns as well as digital services such as apps and product innovations. Further,

432-446: Is managed globally by Stefan Felsing (Chief Executive Officer), Philipp Hasenbein (Chief Operating Officer), Robert Müller von Vultejus (Chief Growth Officer) and Christian Peters (Chief Financial Officer). The agency has offices in: Sportfive's subsidiaries include, among others, the companies EKS , Brave and Build a Rocket . The latter is an esports agency that provides consulting, strategy and marketing campaigns for companies in

480-645: The 2009 World Athletics Championships in Berlin and was appointed by the International Olympic Committee (IOC) as its official media rights agent for the 2012 and 2016 Summer Olympics , as well as the 2014 Winter Olympics . In August 2012, Sportfive organized the friendly game between Dinamo Bucharest and FC Barcelona at the Arena Națională in Bucharest , Romania . Further, Sportfive launched

528-516: The AOL Arena . In 2001, Sportfive became marketing agent for Arminia Bielefeld , as well as Atalanta BC . In 2003, Sportfive took over its Munich -based competitor ISPR , which had been marketing Bundesliga rights abroad. One year later, RTL Group and Canal+ sold their shares in Sportfive to the private equity firm Advent International . As part of the takeover, a new company was founded in which

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576-737: The Asian Football Confederation , as well as leagues such as the Premier League , the Bundesliga, the Serie A and the Barclays Women's Super League . Sportfive cooperated or cooperates with more than 17 top football clubs in Germany such as FC Bayern Munich , Hamburger SV , Hertha BSC , 1. FC Union Berlin , FC Schalke 04 , Bayer 04 Leverkusen , and Borussia Dortmund . In Germany,

624-744: The Bank of America to become the presenting partner of the Boston Marathon in 2022 . The agency works with various national and international brands and companies such as Trivago , Jeep , Nike , BMW , Emirates , Red Bull or Kellogg's and media companies such as Sky Group and DAZN . Sportfive supports the Kansas City Chiefs with their international strategy, asset development and commercial marketing such as expanding its presence and marketing in Germany. The New York Jets have also partnered with Sportfive to support their market presence in

672-619: The Bataclan Theater , one of the sites of the November 2015 Paris attacks . On 19 January 2016 Lagardère Sports signed a partnership agreement with brand communications firm Sponsorship 360. On 8 August 2016 Lagardère Sports acquired New York City-based brand communications firm Rooftop2 Productions. On 1 June 2017, it was announced that Lagardère Sports had sold the naming rights of Juventus Stadium to Allianz for 2017–18 to 2022–23 seasons. Lagardère Sports' predecessor Sportfive purchased

720-558: The European Commission . As part of the deal, Canal+ and RTL merged their sports rights agencies, respectively Sport+ and UFA Sports, to become Sportfive. The newly formed agency was one of the first in Germany to implement naming rights sponsoring and has been supporting companies in the procurement of stadium names since 2001. For example, Sportfive brokered the deal that led to the Hamburger SV 's Volksparkstadion becoming

768-638: The Fortinet Championship , Barbasol Championship , and Puerto Rico Open , as well as the Lecom Suncoast Classic on the Korn Ferry Tour . Several golfers are also under contract, including Jon Rahm , Lilia Vu , and John Catlin . Through the acquisition of Gaylord Sports Management in 2012, Sportfive acquired clients such as professional players Phil Mickelson and Keegan Bradley . Sportfives's golf operations were further expanded by

816-585: The IHF Beach Handball Global Tour . At the 2023 Men's World Handball Championships in Poland and Sweden , Sportfive gained Falken Tire Europe and Trivago, among others, as official partners of the IHF World Championship 2023 . Falken Tire Europe obtained the title and logo rights, as well as the advertising rights. The branding of the official online travel partner Trivago appeared during

864-542: The Lagardère Group , all sports marketing agencies within the group, including Sportfive, WSG, IEC in Sports , Sports Marketing and Management (SMAM) and Lagardère Unlimited Inc. were integrated into Lagardère Sports and Entertainment and renamed Lagardère Sports S.A.S . In May 2020, the agency was rebranded back to Sportfive following its takeover by H.I.G. Europe, an arm of the international private equity and asset management firm H.I.G. Capital. H.I.G. acquired

912-587: The Singapore Sports Hub Consortium , the group that won the bid in 2018 to build, operate and manage a sports, entertainment and lifestyle hub in Singapore that was due for completion in 2011. With the sale of Lagardère Sports to H.I.G. Capital , World Sport Group assets are now managed by revived Sportfive . Events formerly supported by the World Sports Group included: World Sport Group

960-515: The Superleague Greece , as well as English clubs such as Chelsea F.C. , Liverpool F.C. , Tottenham Hotspur and Manchester City , or Spanish clubs Atlético Madrid and Real Madrid CF . There are also coorperations with national teams such as the United States men's national soccer team . The cooperations may vary depending on the demand. VfB Stuttgart , for example, entered into

1008-518: The UEFA Euro 2024 , for which the UEFA commissioned Hospitality Experience AG , a joint venture between Sportfive and Fortius AG . In motorsports, Sportfive works with several racing series on commercial and marketing strategies. In Formula One , Sportfive has worked with Mercedes-Benz and Scuderia Ferrari among others. Sportfive is responsible for acquiring sponsors for Mercedes' Formula One team, e.g.,

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1056-730: The UK . Sportfive works with the Los Angeles Dodgers and is responsible for finding a field presenting partner for the Dodgers Stadium and securing the first jersey partnership for Major League Baseball . In the US, Sportfive has partnerships with the Los Angeles Lakers , New York Knicks and Chicago Bulls . The collaboration with the Los Angeles Lakers began in 2020 and resulted in

1104-648: The AFC. World Sport Group Headquartered in Singapore , World Sport Group was a sports marketing , event management and media company in Asia, with a roster of golf , association football and cricket events. World Sport Group manages almost 600 days of sports events annually, across more than 30 countries in the region. In 2015 it was merged into the Lagardère Sports and Entertainment division of Lagardère Group (which

1152-497: The Kellogg's logo on all U15 to U19 national teams' jerseys. In addition, Kellogg's is featured on A-boards at all international home matches and in other content formats. In 2020, Sportfive founded its own esports division, and launched its own creative collective SQVAD. The collective of three German content creators operates with new media channels to implement projects around esports and gaming, as well as fashion and music. Further,

1200-605: The RTL Group held a 25% stake once again. Two years later, in November 2006, Sportfive was taken over by the French conglomerate Lagardère for an estimated €865 million. In 2008, Lagardère Sports acquired around 70% of the voting rights and capital of Seamus O'Brien's World Sport Group (WSG), a sports marketing, event management and media company in Asia, with a roster of golf, association football and cricket events. In 2005, Sportfive

1248-581: The World Cup matches. Sportfive also served as the official partner for the sale of hospitality club packages for the championship matches in Poland. Sportfive was also responsible for the media production of the 2023 World Women's Handball Championship in Norway, Sweden and Denmark. The agency produced the world feed and distributed the matches all over the world. Sportfive also ran the commercial program on behalf of

1296-436: The acquisition of golf event company Jeff Sanders Promotion of Beaverton in 2012. In addition to promotion of professional players and event management, the agency also markets equipment partnerships to players, for example with Callaway Golf Company , or TravisMathew apparel and Cuarter footwear. In 2021, Sportfive acquired golf event management, consulting and distribution company Global Golf Management . The company

1344-597: The agency cooperates with the esports organization Gen.G , which owns and operates teams that compete in games such as League of Legends (LoL), NBA 2K , Fortnite , Valorant , Overwatch and PUBG . Sportfive is responsible for marketing Gen.G's commercial rights, including securing long-term partnerships and managing sponsorship commitments. Additionally, Sportfive cooperates with Ampverse , as well as with Fnatic. Sportfive works with various national and international rights holders in football. These rights holders include football associations such as FIFA , UEFA and

1392-585: The agency facilitated the partnership between travel provider Trivago and Chelsea F.C. In 2022, Sportfive enabled a jersey sponsorship for the Spanish club Atlético Madrid by the Cryptocurrency investment app Whalefin. Previous clients were the Italian clubs Juventus F.C., Atalanta BC and U.C. Sampdoria. One of Sportfive's largest projects is the marketing and provision of the official hospitality packages for

1440-524: The agency supports realization of those concepts with teams based at the respective club. The agency is also a broker for sporting events such as Olympics & multi-sport events . For example, the Australian Commonwealth Games entered into a long-term partnership with Sportfive during the preparations for the Birmingham 2022 Commonwealth Games . Further, the agency also arranged for

1488-488: The brand and the subsidiary from the public company on 13 November 2002. In 2004 Dentsu acquired a 30% stake in World Sport Group Holdings , the parent company of World Sport Group. Although, 20% stake was sold by Dentsu in 2007–08 financial year that ended on 31 March. On 18 May 2008 Lagardère Group, via its subsidiary Lagardère Sports acquired approx. 70% stake of World Sport Group Holdings by acquiring

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1536-843: The championship as well as on behalf of the IHF. Further, Sportfive is the exclusive sales agency for the French Handball Federation . As part of this agreement, Sportfive assists the Federation in developing its sponsorship revenues in France and abroad. The agency marketed the hospitality programs at the 2014 Ryder Cup in Scotland . In addition, Sportfive will oversee all aspects of the Myrtle Beach PGA Tour 2024 and managed several other PGA Tour tournaments, including The American Express ,

1584-463: The channel Sportdigital in cooperation with the German handball , basketball and volleyball Bundesliga. At the time, Sportfive's clients included more than 270 sports clubs and athletes. The clients came from various disciplines such as handball , basketball , rugby and motorsport , as well as boxing ( Klitschko brothers ). In 2015, following the acquisition of the remaining shares of WSG by

1632-840: The company was instrumental in brokering the naming rights for the HSH Nordbank Arena in Hamburg , the Commerzbank Arena in Frankfurt , or the Signa Iduna Park in Dortmund . Further, Sportfive is the overall marketer for more than 70 European football clubs, including Paris Saint-Germain F.C. , Olympique Lyon and AS Monaco from the French Ligue 1 , Atalanta BC, U.C. Sampdoria and Juventus FC from Italy’s Serie A , PAOK FC from

1680-542: The fan base in France. The New York Knicks hired Sportfive in 2023 to search for a new jersey partner. Sportfive works with FC Bayern Basketball and is responsible for sponsor and partner acquisition, team and project management for the club as well as marketing its esports team. Further, the agency also initiated the partnership between Kellogg's and the German Basketball Association (DBB), specifically with youth and women's basketball teams, featuring

1728-583: The first global partnership for the Lakers with bibigo , a Korean food company. Sportfive was also responsible for the Lakers' partnership with the asset management company DWS as a global investment sponsor. The DWS logo can be seen on the Crypto.com Arena at home games. The same year, Sportfive started to support the Chicago Bulls in the development of a worldwide distribution network, for example to further expand

1776-554: The holding company of the group was British Virgin Islands incorporated The World Sport Group Limited . In the eve of acquisition and listing into Alternative Investment Market , the Jersey incorporated World Sport Group (Jersey) Limited became the intermediate holding company of the group. From 2001 to 2002 World Sport Group was the subsidiary of World Sport Group plc (along with fellow sport broker Parallel Media Group International Limited),

1824-496: The naming rights (and other concession) in 2008 for €75 million and was due to start in 2011–12 season. In 2021, Lagardère Sports was fully divested (as revived Sportfive ) to H.I.G. Capital . H.I.G. Capital already owned 75% of Lagardère Sports since 2020. Lagardère Sports Asia , formerly known as World Sport Group , was acquired by Lagardère in 2008 and renamed (and reorganized its subsidiary structure) in 2015. World Sport Group angered many Asian football fans by increasing

1872-831: The organization, in addition to Sportfive expanding its operations in the US by retaining Wolfe Solutions' Columbia and South Carolina offices. In 2023, Sportfive appointed former CEO of WSG O’Brien as president of the agency's Asia–Pacific division. The same year, Sportfive and Dojo founded the joint venture Dravt, an agency for pop culture in the sports business. Sportfive markets over 30 sports. In addition to football, these include predominantly American football, basketball, handball, motor sports like Formula One, golf, baseball and esports & gaming. Other sports include cycling , endurance sports , field hockey , horse racing , rugby , sailing , swimming , surfing , table tennis , weightlifting and winter sports . The agency markets campaigns and endorsement agreements for

1920-714: The partnership with Starwood . For the International Handball Federation (IHF), Sportfive manages the marketing of worldwide media rights and the marketing rights for all IHF World Championships until 2031. This includes the World Championships for men 's and women 's youth and seniors as well as the IHF Olympic Qualification Tournaments, the IHF Beach Handball World Championships for men and women and

1968-631: The price of the broadcasting rights for the FIFA World Cup Qualifiers 2014 (Asia Region) , meaning home fans in South Korea could not watch their international team. Also, expatriate Iranian fans could not watch the match in Europe or the Americas. The company also formed a joint venture with the Asian Football Confederation (AFC) for the AFC Asian Cup in 2011. It also runs a media channel for

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2016-509: The rights to broadcast Bundesliga games in a deal with German Football Association (DFB) , as well as the rights to broadcast the Wimbledon Championships . This led to the development of the sports rights marketing business under UFA Sports . Sportfive was formed in 2001, after the acquisition of joint control of the French sports rights agency Groupe Jean-Claude Darmon SA (GJCD) by Canal+ and RTL Group had been cleared by

2064-485: The subsidiaries of SQVAD are the event management company Event Knowledge Services (EKS), the creative agency Brave and the German-based esports agency Build a Rocket, which Sportfive had previously acquired in 2021. In May 2022, Sportfive announced the acquisition of brand-focused marketing agency Wolfe Solutions . As part of the acquisition, Wolfe Solutions was rebranded under the Sportfive banner and integrated into

2112-436: Was also renamed into World Sport Group plc in the same year but known as Parallel Media Group plc after 2002. World Sport Group plc was owned by chairman David Ciclitira for 21.11% stake, as well as Park House Holdings for 27.41% stake as at 31 December 2001. Park House Holdings was owned by the founder and high officials of The World Sport Group Limited , Seamus O'Brien and Anthony Morgan. Park House Holdings re-acquired

2160-501: Was commissioned by the City of Hamburg to coordinate the city's marketing activities for the 2006 FIFA World Cup in Germany. Subsequently, the agency marketed television rights for the 2008 UEFA Euro Football Championships and organized the sale of the official hospitality program for the 2010 FIFA Football World Cup in South Africa in continental Europe. Additionally, Sportfive marketed

2208-1136: Was founded in Hong Kong in 1992 as AFC Marketing Limited as a media broker for the Asian Football Confederation . (AFC Marketing itself was dissolved by striking-off in 2006) At that time the director of the company was Seamus Hamilton O'Brien and Jack Kazunori Sakazaki; the shareholders were British Virgin Islands incorporated Park House Holdings Limited (40%), Nina Finance Corporation (40%) and Oakstaff Investments Limited (20%). It then expended into other fields such as golf (as Asian PGA Tour Limited), for Asian Tour ), basketball (as ABC Promotions Limited), cricket (as WSG Nimbus Pte Limited), TV rights (as Asia Sport Television Limited) and publishing (as WSG (Asia) Limited). In Australia, World Sport Group operated WSG (Oceania) Pty Ltd., PGA Tour Enterprises Pty Ltd. (a joint venture), Sports Marketing and Management Pty Ltd., Javelin Pty Ltd.; in Europe: WSG Europe Ltd., Ladies European Tour Enterprises Ltd. (a joint venture), Sports Marketing and Management (UK) Ltd., Global Cricket Corporation Pte Ltd.; in America as WSG Americas Inc. and Tour de las Americas Ltd. (joint venture). Circa 2000

2256-402: Was renamed Lagardère Sports and Entertainment , and the entertainment subdivision was renamed from "Lagardère Unlimited Live Entertainment" to "Lagardère Live Entertainment". All the sports agencies previously under Lagardère Unlimited were renamed to use the brand "Lagardère Sports". In 2015 Lagardère Live Entertainment acquired société d'exploitation du Bataclan, the organization that operates

2304-406: Was the parent company from 2008 to 2020), renamed as Lagardère Sports Asia . World Sport Group was the exclusive marketing partner of the Asian Football Confederation (AFC), the ASEAN Football Federation (AFF), and a major stake-holder in Asian golf as organizers of the Barclays Singapore Open and the ASEAN Tour . The Group also managed global cricket player Sachin Tendulkar and had formed

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