Interregional Sports Group (ISG) has completed the acquisition of leading London based Sports and Entertainment Marketing Agency Sportcel.
‘This is an exciting new addition to the ISG Group that extends our reach into Live Events and Production,’ said ISG joint CEO Tony Ragan. ‘Working with Grade A brands and leading rights holders is core to ISG’s mission across the group making Sportcel a perfect fit,’ he added.
Sportcel was established in 2006 by Aidan Day and Rob Owen – both of whom are continuing with the business. The company will be re-named ISG Live and will continue to provide strategic advice and support to both rights holders and brand investors within the live events industry.
‘We have worked closely with ISG on a variety of projects in recent years and there are clearly a number of positive synergies between the companies,’ explained Rob Owen. ‘Going forward we will bring together ISG’s expertise in the commercial application of new technologies into the live event arena with Sportcel’s long standing brand relationships. We are confident the partnership will bring significant added value to both parties’ clients.’
ISG Live will continue to operate from its base in West London.