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Range has acquired Superfly, a live event firm known for running Bonnaroo, Outside Lands, Clusterfest, and The Friends Experience.
The experiential marketer, founded 25 years ago, will be operated by Range Sports. Superfly founders Rick Farman, Rich Goodstone and Kerry Black, along with other top execs and staff will be absorbed into Range’s ranks.
Financial terms of the deal were not disclosed.
The acquisition does not include Superfly’s ownership interest in Outside Lands. Superfly will continue to produce the San Francisco festival in partnership with Another Planet Entertainment, anticipating no changes to the existing operating structure or creative leadership of the event.
Range Sports has developed an active brand consulting practice as well as repping athletes like Brock Purdy and Cam Skattebo of the NFL, and providing partnership sales and media advisory services to the likes of the Indiana Pacers and Fever and Everton FC. The Superfly transaction marks the sixth acquisition for Range Sports in the past three years.
Along with its roster of live events, Superfly has established an experiential marketing services business, with a number of top corporate clients.
Superfly’s capabilities will expand the horizons of Range Sports’ brand consulting division, the company said. Its client roster includes Transamerica, EY, and PepsiCo. As part of the acquisition, Superfly’s founders will also launch and lead a new owned & operated experiential IP creation offering across the entire Range ecosystem, beyond sports, including film and TV, comedy, music, digital, and other areas.
“As consumer demand continues to fuel explosive growth of the live events industry, we knew that we needed a best-in-class partner to help our clients unlock full global value while also building and scaling new owned and operated assets,” Range CEO Peter Micelli said in a statement. “Superfly’s like-minded founders and leadership team are the industry’s preeminent live IP development engine, and we couldn’t be more honored to welcome them to Range. When combined with our deep relationships with talent and the robust capabilities of our dynamic ecosystem, together, we are going to build the future of live experiences and enduring IP.”
“Superfly has always been driven by the belief that experiences should matter – culturally, emotionally, and commercially,” Farman said. “We’ve earned the trust of some of the world’s most influential brands by consistently delivering at the highest level, and through our enduring live IP, we’ve demonstrated the power of experiences that connect fans to what they love. Joining Range marks an exciting next chapter, allowing us to bring that approach to a much broader ecosystem.”
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