The sport and entertainment agencies of the Lagardère Group are set to be renamed under a common corporate brand: Lagardère Sports and Entertainment.
This new brand will replace the brand of Lagardère Unlimited as one of the four divisions of the Lagardère Group.
The development means that the Sportfive, World Sport Group, IEC in Sports, Sports Marketing and Management and Lagardère Unlimited Inc. brand names will disappear as of Tuesday.
The agencies will come under the Lagardère Sports umbrella name, with all entertainment businesses, most of which are operational in France, coming under the Lagardère Live Entertainment brand.
The various businesses forming Lagardère 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.
CEO Arnaud Lagardère said: “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 reorganisation 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.”
Lagardère Group’s chief operating officer, Andrew Georgiou (pictured), added: “This new single brand expresses the group's new organisation 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.”