Lagardère sports and entertainment agencies announce rebranding

The sport and entertainment agencies of the Lagardère Group announced today that they are being renamed under a common corporate brand: Lagardère Sports and Entertainment. This new brand will replace the brand of Lagardère Unlimited as one of the four divisions of the Lagardère Group.

In addition, all sports marketing agencies within this division, including Sportfive, World Sport Group, IEC in Sports, Sports Marketing and Management and Lagardère Unlimited Inc., will now be unified under a single commercial brand, being Lagardère Sports with all entertainment businesses under the brand Lagardère Live Entertainment.

“Sport and Entertainment is in our DNA. We have a rich history that started nearly 50 years ago. To consolidate our ambitions, we set out on a series of strategic acquisitions. As our integration continues, the launch of our unified brand is a logical and necessary outcome. The Group is transforming and the recent reorganisation has already yielded positive results. We’re combining our forces to be stronger, more agile and to capitalize on growing opportunities in the sports and entertainment business,” said CEO Arnaud Lagardère.

With respect to its sports business, unifying the legacy brands of the sports agencies that operate within the division under a single brand is a logical step following the decision of management in 2014 to integrate its businesses globally. The various businesses forming Lagardère Sports have been gradually integrated over the last 12 months in order to take advantage of the division’s global capabilities in over 60 offices in 25 countries and to deliver a more integrated service to its clients.

With these changes, Lagardère Sports is now a globally integrated sports marketing agency, delivering a full range of services for sports rights holders, brands, athletes and media companies, including: marketing, sponsorship and hospitality services; content creation, media rights, production and distribution; brand consulting, activation and digital services; stadium and arena management solutions; athlete management; and event management.

“This new single brand expresses the Group’s new organisation and our corporate culture. Global as well as local, positioned across key geographies and spanning key value segments, with a robust network of marketing and media experts, we are confident in our ability to create value for our clients, in a more global and integrated way,” added Andrew Georgiou, chief operating officer.