SPORTFIVE: "An opportunity to reinforce where we've come from and where we plan to go" (S. Felsing)

"The acquisition via HIG presented itself as the perfect opportunity for this rebrand. Of course, the turn away from the Lagardère Group made a name change mandatory, however from an internal point, we have been already restructuring and adapting our company's strategy moving forward, before the sale process. It is an opportunity to reinforce to the market not only where we have come from, but where we plan to go," said Stefan Felsing, CEO of SPORTFIVE to News Tank Football on 10/06/2020.

Lagardère Sports and Entertainment became SPORTFIVE, following the sale of this activity by the Lagardère group to HIG Capital, on 28/05/2020. The American investment fund bought 75.1% of the shares in this branch on 22/05/2020. The sports marketing agency was acquired by the Lagardère Group in November 2006, which then grouped several assets including SPORTFIVE under the Lagardère Sports and Entertainment banner in September 2015.

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