Lagardère Sports and Entertainment becomes SPORTFIVE and reveals its logo and visual identity

Lagardère Sports and Entertainment has became SPORTFIVE, following the sale of this activity by the Lagardère group to HIG Capital, announced the sports marketing agency on 28/05/2020. The American investment fund bought 75.1% of the shares in this branch on 22/05/2020.

"This brand is the combination of two values. The first refers to SPORT and its ability to federate around its power and influence, the second refers to the FIVE key partners of the agency: brands, rightsholders, media platforms, fans as our collaborators. SPORTFIVE also refers to its founding pillars: emotion, commitment and pioneering spirit. What formed the backbone of its history therefore makes SPORTFIVE today a more rational, more efficient agency that is more in line with our convictions," explained the agency acquired by the Lagardère group in November 2006, which then gathered several assets including Sportifive under the Lagardère Sports and Entertainment banner in September 2015.

This announcement follows that of a new organization, on 25/05/2020, "refocusing on two areas: the first dedicated to domestic…