Sportfive executives (left to right) Steve Loy, Jason Wolfe and Neil Glat are developing the advisory division.Courtesy of Sportfive
Sportfive, the former Lagardère group, strengthens its consultancy division in the United States thanks to the acquisition of a marketing company in the fields of sports, entertainment and events Wolfe Solutions.
As part of the agreement, Wolfe will become part of the consulting division of Sportfive and will retain its offices in Columbia, SC. Jason Wolf, who founded the eponymous agency in 2010, joins as executive vice president, consulting. Wolfe’s 12 employees bring Sportfive’s workforce in that division to around 35.
“We’ve always believed that consulting or brand consulting is central to what sports management and sports marketing should be,” said Steve Loy, co-president of Sportfive for the Americas. “So to anchor ourselves in this business, we needed to have guys who speak to brands and businesses on a daily basis, and Wolfe is a great example of that.”
Loy said that before talking about acquiring the company, he worked with Wolfe on various golf projects, including administering the Fortinet Championship PGA Tour event for about 18 months.
“We have a deep understanding of the tech sponsorship space in sport, and we’re adding to their golf experience, as well as our history in motorsport,” Wolfe said. Wolfe, along with other consulting chiefs Brendan Moynihan and Josh Wollockall report to Loy, but from separate locations.
Acquisition rebuilds Sportfive’s advisory practice, after former advisory director Kern Egan left at the end of last year, with five employees and the athletes Bridgestone Account. Also leaving Sportfive at the end of 2021, he was CEO of the Americas Joel Segala football agent who later joined WME Sports. Sportfive now does not represent players, with the exception of golf. The agency then hired the former New York Jets president Neil Glat as co-chairman, along with Loy, who was Sportfive’s global golf chairman.
■FORWARD RACE: The recent announcement of the long-rumored Formula 1 race in Las Vegas next year is already boosting business for the ticket, travel and hospitality provider QuintEvents, which has held the rights for this area of F1 since 2017. This F1 affiliation has helped its offshore business grow from 5% in 2016 to around 60% with international clients today. As hospitality booms post-lockdown, chairman and chief operating officer Brian Ruede is all smiles. “We’ve just had a banner year, and I can say we’re on track to more than double in 2022 and that’s only April,” he said. The number of Quint employees is also expected to double from a year ago to 130 within a month.
The wave of acquisitions has continued in recent years, with the purchase of Monaco Star Events in February to support F1 activity there, and Quint opened an office in Dubai in December. “Interest in Formula 1 in the United States has never been higher, and we don’t expect that to slow down at all,” Ruede said.
Towson will host the World Women’s Lacrosse Tournament.Courtesy of USA Lacrosse
■NET PROFIT: At a time when women’s sports are receiving more attention than ever, and considering this is the 50th anniversary of Title IX, USA Lacrosse has high hopes for its upcoming Women’s World Lacrosse Championships at Towson University. from Maryland from June 29 to July 9. At 117 games, it will be the largest in the 40-year history of the event, which has been won by the United States Women’s National Team eight of the 10 times it has been held.
Several rampant lax gear brands are as sponsors, as well as Gatorade, Nike and MedStar Health. President and CEO of USA Lacrosse Marc Riccio expect more, with packages ranging from low six figures, which include traditional and social media, hospitality, digital and on-site activation opportunities. A lax maiden festival, tournament and fan party is expected to help attract 80,000 to 100,000 people over 10 days. We’re told up to 10 of the World Championship matches will be on ESPN Linear Networks, with others streaming on ESPN+, but Riccio won’t confirm any deal with the media.
Terry Lefton can be reached at [email protected]