Lagardère Sports and Entertainment rebrands as SPORTFIVE

Global esports marketing agency Lagardère Sports and Entertainment has announced its rebrand as SPORTFIVE.

The company’s transformation to SPORTFIVE marks as shift in focus “to a dual organizational structure of dedicated market areas and global growth units.”


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The agency will be managed by a four-member Executive Committee that consists of Chief Executive Officer Stefan Felsing, Chief Operating Officer Philipp Hasenbein, Chief Growth Officer Robert Müller von Vultejus, and Chief Financial Officer Christian Peters.

Stefan Felsing, CEO of SPORTFIVE, stated in a release: “Today marks a milestone for our agency. A new leadership team, new ownership and reintroducing to the world of sport a legacy brand name, SPORTFIVE, that not only represents our founding pioneering spirit, but also our strong future of being one of the most progressive and respected partners in sports.

“SPORTFIVE is made up of pioneers in sports across different regions, we believe in the power of sports and that its responsible commercialisation can benefit the society as a whole. I look forward to bringing our tenacity, energy, experience, integrity and trust earned from our stakeholders to make SPORTFIVE synonymous for innovative and emotional sports marketing.”

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The new brand name was conjured by the belief people hold in the power of sports and the five core stakeholder groups the company serves: media platforms, fans, brands, and rights-holders. SPORTFIVE also “also emphasizes some of the company’s historic roots – in terms of emotion, professionalism and pioneering mindset.”

Agency subsidiaries such as Lagardère Sports, Lagardère PLUS, U! Sports, VIP Sportstravel will be integrated into the new SPORTFIVE brand.

Esports Insider says: The company’s transformation into SPORTFIVE is interesting considering Lagardère first acquired the European media and sponsorship rights sales company in 2006. Rebranding exercises are not a new practice for the company as it hopes to interject an aura of empathy in its customer-centric business model.

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