Creative experience
agency, Smyle has expanded its portfolio into the sporting world by acquiring sports
events and fan engagement agency, Sports Presentation Company.
Sports
Presentation Company founder Andy Friedlander set up the organisation in 2011
to create stadium/arena and fanzone experiences for regional properties
including the English Football League, England Netball and Harlequins Rugby, well
as venues including Wembley, Twickenham, and Tottenham Hotspur Stadium.
Smyle Group cofounder, Rick Stainton said: “Andy Friedlander has a passionate team and
first-class portfolio of clients. 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
experts NJ Live, who joined the Group in 2021.”
The
acquisition will enable Sports Presentation Company to realise ambitious
domestic and international growth plans and access Smyle’s broad range of
strategic, content, creative, production and measurement assets.
Friedlander added: “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 scale to further raise our game domestically and
internationally. My team and I are 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.”
A desire to travel led Holly Patrick to the business meetings and events world and she’s never looked back. Holly takes a particular interest in event sustainability and creating a diverse and inclusive industry. When she’s not working, she can be found rolling skating along Brighton seafront listening to an eclectic playlist, featuring the likes of Patti Smith, Sean Paul, and Arooj Aftab.
