· Kru Live acquired by Brand Partnership Group after 20 years of growth
· Kru grows its impact, powered by new partnership
· Brand Partnership Group becomes a key client, adding major projects
Kru Live, the globally recognised and award-winning live engagement agency, is proud to announce its acquisition by Brand Partnership Group, a leading network of agencies and partners dedicated to driving brand innovation and long-term growth through strategic partnerships.
This milestone marks the next phase in Kru Live’s remarkable twenty-year journey from a small start-up in Southampton to a global leader in brand experience staffing. Founder Tom Eatenton, who launched the agency in 2005, will exit the business as part of the transition.
Sarah-Jane Benham, CEO of Kru Live Global, will continue in her leadership role and will play a key role in the group’s ambitious growth plans.
Kru Live is a market-leading agency that delivers premium staffing, entertainment and live event implementation services for global brands including Renault, PlayStation, Google, Revolut and Heineken.
“This is a defining moment for Kru Live,” said Sarah-Jane Benham, CEO of Kru Live Global. “From our humble beginnings to where we are today, I couldn’t be more proud of our team and the legacy we’ve built. Joining the Brand Partnership Group allows us to stay true to who we are while unlocking new opportunities, resources and scale that will accelerate our growth and enhance the value we bring to our clients and staff worldwide. We will continue to operate under our existing brand and structure, staying true to the Kru Live culture our clients and crew know and love.”
The Brand Partnership Group is best known as the group behind Blue Square, an award-winning retail marketing and outsourced field sales solution working with leading brands such as Samsung, HP, Shark Ninja, and EE. The Group is a dynamic network focused on helping brands navigate change through partnerships rooted in consumer insight, digital transformation and scalable innovation.
“We’ve long admired Kru Live for their excellent reputation, premium service and passion they bring to every campaign,” said Andrew Leaver, CEO of Brand Partnership Group. “They represent the best in experiential staffing and brand engagement and we’re thrilled to welcome them to the group. Together, we are even better positioned to help brands connect with audiences in meaningful and measurable ways.”
With this acquisition, Kru Live is poised to expand its global footprint, deepen client relationships and offer even greater opportunities for its team and network, while continuing to deliver the world-class service and culture it is known for.
