BrazilRISE Group acquired by New York-headquartered global sports agency Elevate
RISE Group, a Middle East-grown commercial services consultancy, has been acquired by Elevate, a New York-headquartered group with offices around the world.
The acquisition of RISE Group sees Elevate kickstart its expansion in the Middle East, one of the world’s most buzzing regions for sport competitions and major sporting events.
“The Middle East is one of the world’s most dynamic and rapidly growing sports markets,” said Al Guido, Chairman and CEO of Elevate. “This acquisition therefore marks an exciting new chapter for Elevate.”
Founded in 2018, Elevate specialises in helping the sport sector with consumer insights, fan campaigns, fan engagement, and commercial growth. The firm has – according to its own records – helped over 1,000 clients across North America, Europe, Asia and Australia since its inception.
Riyadh-based RISE Group, which also has offices in Jeddah, Abu Dhabi and Dubai, is a marketing and commercial services consultancy that creates, implements, and activates commercial opportunities. The company (founded in 2014) works for public and private clients including Qiddiya, Savvy Games, NEOM, Saudi Pro League, PepsiCo, Saudi Tourism Authority, Dubai Sports Council, and the Department of Culture and Tourism Abu Dhabi.
With multiple awards under its belt, RISE Group stood out as the ideal partner to expand into the Middle East, said Guido. “RISE Group has built an incredible reputation for driving commercial success and delivering impactful brand activation campaigns across the Middle East, and we look forward to combining our global expertise with their deep regional insights to create even greater value for our clients.”
The deal will see 60 staff join Elevate, including RISE Group co-founders Seth Holmes and Tom Berrington, lifting Elevate’s global headcount to nearly 500 employees.
Reactions from RISE co-founders
“Joining forces with Elevate is a pivotal moment that will propel RISE Group onto the global stage,” said Berrington. “We are particularly excited by the significant opportunities to scale our operations and contribute to the ambitious mega projects underway in the MENA region’s sport, culture, and entertainment industries. The synergy between our organisations makes this a powerful and strategic alignment.”
Holmes added: “With complementary strengths and a shared vision for the future, RISE Goup and Elevate are a natural and strategic fit, creating a powerful alliance capable of delivering immense value to brands, rights holders, talent, and intellectual property owners globally. Together, we recognise the immense potential in the MENA region and are confident that our combined strengths position us to positively support the growth of sport, culture, and entertainment.”
American football and more
As its first major project under the Elevate umbrella, RISE Group will support the San Francisco 49ers as its agency of record globally, including in the United Arab Emirates as part of the NFL’s Global Market Program, expanding the team’s fan base and corporate partnership footprint in the region, and growing interest in American and flag football.
Beyond American football, Elevate also is a partner of the San Antonio Spurs (basketball) and the US Open (tennis), among many sport engagements on its roster.
