A revolution in sports marketing: rEvolution acquires Revolution

rEvolution, the US-based integrated global sports marketing agency, has acquired London-based Revolution Sports Marketing Group.

Revolution works with a variety of clients across golf, equestrian, tennis, motorsports and rugby, and its clients include SAS, Land Rover and the FEI World Equestrian Games™ Tryon 2018. The acquisition boosts rEvolution’s current roster of global clients, particularly those active in international sports, including Continental Tire, Polaris, Shell, Samsung and YouTube.

Revolution was co-founded in 2003 by Merrick Haydon, an established sports marketer who previously worked both in communications and sponsorship consulting across golf, athletics, tennis, equestrian, sailing, motorsport and rugby with a variety of global brands, including Barclays, BMW, UBS, Unilever and American Airlines.

John Rowady, president and founder of rEvolution, said: ‘Merrick and I both share the collective values about how to deliver world-class sports marketing services, while also advancing the expectations for what global sport can do for the growth of brands.

‘Having a true integrated sports marketing services platform on the ground in the UK is an essential step toward achieving our vision, and 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).’

Haydon, who is joined by all of his existing staff as part of the acquisition, said: ‘It’s a tremendous opportunity for Revolution to join another independent agency that has the scale to broaden our role globally with existing clients. London is a major artery for sports business not only in Europe, but in the entire world. As part of the rEvolution team, we are excited to offer more expanded services for all of our client partners.’

The acquisition of Revolution creates a new London location, which is the ninth satellite office for rEvolution. Outside of rEvolution’s global headquarters in Chicago, rEvolution has offices across the US in Indianapolis, Atlanta, Charlotte, Connecticut, Denver, Southern California and Minneapolis.