Range Sports Acquires Experiential Agency Superfly
Range Sports Acquires Experiential Agency Superfly
Range Sports recently announced the acquisition of experiential agency Superfly, known for its expertise in producing landmark music festivals and events. This strategic move aims to expand Range Sports’ offerings in live events across sports, entertainment, music, and other sectors.
With a portfolio that includes events like Bonaroo, Outside Lands, Clusterfest, and The Friends Experience, Superfly brings a wealth of experience in event production and marketing services to the table. While the financial details of the acquisition were not disclosed, it is important to note that Superfly’s ownership interest in Outside Lands remains unaffected. The agency will continue to collaborate with Another Planet Entertainment to produce the festival, maintaining its existing operating structure and creative leadership.
Range Sports has been actively expanding its reach through strategic acquisitions, with Superfly being the latest addition to its portfolio. The Range Media Partners unit, which represents athletes like Brock Purdy and Cam Skattebo, offers a range of services including partnership sales, media advisory, and brand consulting. Range Sports Brand Consulting will also continue its work with clients such as Transamerica, EY, and PepsiCo.
According to Jeff Filiberto, Chief Strategy Officer of Range Sports, the addition of Superfly’s talented team and expertise will further enhance the agency’s brand consulting practice. Superfly’s founders will play a key role in launching a new experiential intellectual property offering within the Range portfolio, leveraging their experience in creating meaningful and impactful experiences for fans and brands alike.
Rick Farman, co-founder of Superfly, expressed excitement about the partnership with Range Sports, emphasizing the agency’s commitment to delivering culturally and commercially relevant experiences. With a focus on connecting fans to what they love, Superfly looks forward to bringing its unique approach to a wider audience through Range Sports’ platform.
