• Deal sees Smyle Group expanding its sports events and fan engagement expertise, strengthening the agency’s experiences and content offering
Smyle Group has acquired UK-based sports and fan engagement agency Sports Presentation Company for an undisclosed sum. With fans looking for wider entertainment around their sporting passions and brands, and leagues looking to drive greater impact, the acquisition will accelerate Smyle Group’s positioning in this area.
Sports Presentation Company, founded by Andy Friedlander in 2011, creates stadium/arena and fanzone experiences for regional properties including the English Football League, England Netball, Harlequins Rugby, UCI & British Cycling, FIFA Beach Soccer and the Pan American Games as well as venues including Wembley, Twickenham, Tottenham Hotspur Stadium, Manchester Arena, The O2 and velodromes, swimming pools and arenas across the UK.
Smyle Group Co-Founder, Rick Stainton said: “Andy Friedlander has a passionate team and first-class portfolio of clients. Sports Presentation Company and its fan experiences massively enhance the overall impact of sports events. The agency expands the fan experience specialism of the Smyle Group alongside gaming experts NJ Live, who joined the Group in 2021.”
The acquisition will enable Sports Presentation Company to realise ambitious domestic and international growth plans and access Smyle’s broad range of strategic, content, creative, production and measurement assets.
Sports Presentation Company Founder, Andy Friedlander said: “We have been at the vanguard of the fast-growing sports presentation sector as the expectations of stadium fans, TV viewers and rights holders has gradually increased. Joining the Smyle Group gives us the scale to further raise our game domestically and internationally. My team and I are fired up to do more of the work we love, while learning from people we respect who share our passion for creativity, operational excellence and ethical business.”
Following the acquisition, Sports Presentation Company will continue to operate from its base in West London.
