Endeavor China, which has just appointed a new group CEO, announced on Thursday the acquisition of Mailman Group, a Shanghai-based digital agency for sports brands and rights holders.
Financial terms were not released. Endeavor said the agreement indicates an ongoing commitment to customers in China and Asia-Pacific in sports marketing. It also follows the June 29 appointment of media and entertainment executive Sum Huang as CEO of Endeavor China. Huang Most was recently a co-founder and partner of XG Entertainment, a leading provider of premium content in Asia.
“Mailman and Seven League are exceptionally respected content engines with a proven track record of fan engagement,” said Endeavor President Mark Shapiro. “We share your commitment to helping the world’s best sports brands, leagues and teams build global digital media businesses, and we know that your experience will be a great added value for our current and future clients.”
Endeavor China appoints Sum Huang as CEO
As part of the agreement, Mailman will become part of Endeavor’s full-service cultural marketing agency 160over90, which works in advertising, experiential, communications and sponsorships for clients such as AB InBev, Marriott International, HSBC and Visa.
Seven League will be integrated into IMG’s Media and Events division, enhancing its offerings in rights and distribution, sponsorship sales, client consulting and broadcast production for federations and governing bodies.
“Our mission is to help rights holders build global digital media businesses, so joining Endeavor China is the next step in a dream,” said Andrew Collins, CEO of Mailman Group. “We have built a reputation for connecting fans with sports, and now that we are in arms with 160over90 and IMG, we have a huge platform to drive both audience and brand equity and monetization for our clients.”
Shanghai-based Endeavor China, formed through an investment group that includes Sequoia Capital China, Tencent and affiliates of FountainVest Partners, is a subsidiary of Endeavor, which was recently publicly traded.
Mailman Group, founded in 1999 with Seven League, is a leading digital sports agency and consultancy serving elite sports federations, leagues, teams and athletes. It employs about 200 people in 50 global markets.
Clients include NHL, FIFA, Under Armor, NBA and Chelsea FC in digital strategy, digital marketing, social media, production, partnerships, public relations and e-commerce.