Range Sports Acquires Live Experiences Company Superfly

Range Sports, the Santa Monica-headquartered sports division of management, marketing and production company Range Media Partners, has acquired live experiences company Superfly.

Why it matters:

• Superfly has created and scaled iconic live IP including Bonnaroo, Outside Lands, Clusterfest, and The Friends™ Experience.

• It has also built an experiential marketing services business that’s helped some of the world’s most recognizable Fortune 100 companies bring high-impact experiences to life.

• Superfly founders Rick Farman, Rich Goodstone and Kerry Black, its leadership team and staff will be incorporated into Range Sports.

• The company will be rebranded Superfly, A Range Company.

What it means:

• Superfly will bolster Range Sports’ Brand Consulting practice through its strategy-led experiential marketing services.

• Its founders will also launch and lead a new owned and operated live experiences division within Range, inclusive of sports, film/TV, comedy, music, digital, and more.

Not included:

• Superfly’s ownership interest in Outside Lands is not included in the acquisition, with Superfly continuing to produce the festival in partnership with Another Planet Entertainment.

What they said:

• Peter Micelli, CEO of Range: “As consumer demand continues to fuel explosive growth of the live events industry, we knew that we needed a best-in-class partner to help our clients unlock full global value while also building and scaling new owned and operated assets. Superfly’s like-minded founders and leadership team are the industry’s preeminent live IP development engine, and we couldn’t be more honored to welcome them to Range. When combined with our deep relationships with talent and the robust capabilities of our dynamic ecosystem, together, we are going to build the future of live experiences and enduring IP.”