Lagard re Unlimited rebrands to Lagard re Sports and Entertainment A new name and brand to reflect a new integrated business
The sport and entertainment agencies of the Lagard re Group announced today that they are being renamed under a common corporate brand: Lagard re Sports and Entertainment. This new brand will replace the brand of Lagard re Unlimited as one of the four divisions of the Lagard re Group.
In addition, all sports marketing agencies within this division, including Sportfive, World Sport Group, IEC in Sports, Sports Marketing and Management and Lagard re Unlimited Inc., will now be unified under a single commercial brand, being Lagard re Sports with all entertainment businesses under the brand Lagard re Live Entertainment.
"Sport and Entertainment is in our DNA. We have a rich history that started nearly 50 years ago. To consolidate our ambitions, we set out on a series of strategic acquisitions. As our integration continues, the launch of our unified brand is a logical and necessary outcome. The Group is transforming and the recent reorganization has already yielded positive results. We re combining our forces to be stronger, more agile and to capitalize on growing opportunities in the sports and entertainment business," said CEO Arnaud Lagard re.
With respect to its sports business, unifying the legacy brands of the sports agencies that operate within the division under a single brand is a logical step following the decision of management in 2014 to integrate its businesses globally. The various businesses forming Lagard re Sports have been gradually integrated over the last 12 months in order to take advantage of the division s global capabilities in over 60 offices in 25 countries and to deliver a more integrated service to its clients.
With these changes, Lagard re Sports is now a globally integrated sports marketing agency, delivering a full range of services for sports rights holders, brands, athletes and media companies, including:
Marketing, sponsorship and hospitality services
Content creation, media rights, production and distribution
Brand consulting, activation and digital services
Stadium and arena management solutions
Athlete management
Event management
"This new single brand expresses the Group s new organization and our corporate culture. Global as well as local, positioned across key geographies and spanning key value segments, with a robust network of marketing and media experts, we are confident in our ability to create value for our clients, in a more global and integrated way", added Andrew Georgiou, Chief Operating Officer.
History of Lagard re Group s presence in sports and entertainment:
The Lagard re Group s presence in sports and entertainment started 50 years ago with company founder Jean-Luc Lagard re s activity as a horse breeder and his creation of Matra Sports, the racing division of the Matra car company. The acquisition of Sportfive in 2006 marked the foundation of the Lagard re group s fourth division, Lagard re Unlimited. Since then, Lagard re has strengthened its position in the sport industry with a series of strategic acquisitions to consolidate the Group s ambition in the sport business. With IEC in Sports in Sweden, Upsolut in Germany, Asia s World Sport Group and Best and Gaylord in the United States, the branch successfully evolved into an agency with worldwide reach, offering a full spectrum of sports business services from marketing and rights management through to athlete management.
List of agencies that will change name: Lagard re Unlimited Inc., Sportfive, World Sport Group, IEC in Sports, Sports Marketing And Management, Lagard re Unlimited Stadium Solutions, Lagard re Unlimited Live Entertainment
Press kit
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Lagard re Unlimited rebrands to Lagard re Sports and Entertainment A new name and brand to reflect a new integrated business 
