U.S.-based sports marketing agency rEvolution is acquiring London-based sports marketing shop Revolution Sports Marketing Group to broaden its opportunities for clients particularly active in international sports, including Continental Tire, Polaris, Shell, Samsung and YouTube.
Terms of the deal were not disclosed.
Founded in 2002, Revolution specializes in golf, equestrian, tennis and motorsports, counting SAS, Land Rover and the FEI World Equestrian Games Tryon 2018 among its currents. This deal represents the first international location for rEvolution, which also has offices in Indianapolis, Atlanta, Charlotte, Connecticut, Denver, Southern California and Minneapolis, as well as its Chicago headquarters.
This international expansion will also afford additional opportunities for rEvolution’s subsidiaries, including REV/XP an eSports marketing and talent management agency and global-event consultancy shop RGE.
Revolution Sports founder Merrick Haydon will continue to oversee the UK office, reporting to John Rowady, president and founder, rEvolution.
All current Revolution staff will be joining the 100-person rEvolution in their respective client relations, experiential, hospitality and media roles.
In addition, rEvolution will look to expand the London office as the agency expects to support there for research, experiential and media services.
Revolution Sports Marketing Group will fold under the “rEvolution” brand moving forward. This acquisition, in some respects, grew from their name similarities, says an agency spokesperson. Revolution was not actively for sale, but as rEvolution was looking at expansion/acquisition targets in the UK, executives already knew about this agency through their twin monikers.
The timing was right, as was the fit in terms of both culture and capabilities, said the representative.
“Having a true integrated sports marketing services platform on the ground in the UK is an essential step toward achieving our vision. With this acquisition, we are excited to create a new, legitimate pathway for international sports brands interested in deepening their connection with fans within North America (and vice versa)," says Rowady.