France-based global sports and esports marketing agency Lagardère Sports and Entertainment has rebranded as SPORTFIVE. 

According to the company the rebrand, which follows its recent acquisition by HIG Capital, was driven by its shift in focus to a “dual organizational structure of dedicated market areas and global growth units.”

Discussing the news CEO of SPORTFIVE, Stefan Felsing, said:

“Today marks a milestone for our agency. A new leadership team, new ownership and reintroducing to the world of sport a legacy brand name, SPORTFIVE, that not only represents our founding pioneering spirit, but also our strong future of being one of the most progressive and respected partners in sports.

“SPORTFIVE is made up of pioneers in sports across different regions, we believe in the power of sports and that its responsible commercialisation can benefit the society as a whole. I look forward to bringing our tenacity, energy, experience, integrity and trust earned from our stakeholders to make SPORTFIVE synonymous for innovative and emotional sports marketing.”

The agency’s subsidiaries including Lagardère Sports, Lagardère PLUS, U! Sports, VIP Sportstravel will be integrated into the new SPORTFIVE brand

AYO.NEWS says:

Given the agency’s line of work, a major rebrand like this seems a natural thing to do to keep it current, especially given the virtual revolution and the rapid pace of change in the sports and entertainment worlds. Indeed, the brand’s new emphasis on ‘V’ could be seen as a nod to ‘virtual’ in addition to its obvious ‘five’ reference. 

Staying with the former Lagardère Sports, in February we reported that Malta-based blockchain company Chiliz had entered a strategic partnership with the agency, in an effort to get more European and North American clubs and teams interested in its Socios fan engagement platform. 

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates. 

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