Smyle Group has acquired UK-based sports production and fan engagement agency The Sports Presentation Company for an undisclosed sum. With fans looking for wider entertainment around their sporting passions as well as rights holders, brands and leagues looking to drive greater impact with their audiences, the acquisition will accelerate Smyle Group’s positioning in this sector.
The Sports Presentation Company, founded by Andy Friedlander in 2011, creates stadium/arena and fanzone experiences for UK and International properties including the English Football League, England Netball, Harlequins Rugby, UCI & British Cycling, FIFA Beach Soccer, FIBA Basketball and the Pan American Games at venues including Wembley, Twickenham, Tottenham Stadium, Manchester Arena, The O2 and velodromes, courts, pools and arenas across the UK.
The acquisition will enable The Sports Presentation Company to realise ambitious domestic and international growth plans and access Smyle’s broad range of strategic, content, creative, production and measurement expertise.
Following the acquisition, The Sports Presentation Company will continue to operate from its base in West London.
Andy Friedlander has a passionate team and first-class portfolio of clients. The 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 and esports experts NJ Live, who joined the Group in 2021.Rick Stainton, Smyle Group Co-Founder
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 insight, scale and muscle to further raise our game. Our team is 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.Andy Friedlander, The Sports Presentation Company Founder