Lagardère Sports continues to make moves in the sports business industry as they announced the acquisition of Rooftop2 Productions, a marketing and production agency. Under the acquisition, Rooftop2 Productions will continue to operate under their current name.
Founded in New York City in 2012, Rooftop2 Productions is an experiential agency that has build its reputation by connecting brands and consumers through live marketing experiences. With clients such as the NFL, Topps, and FanDuel, the agency provides event development and production, media and content production, sporting event design and management, and hospitality solutions. Outside of sports, Rooftop2 Productions is also proactive in the automotive, wireless-provider, broadcasting, and non-profit industries.
“As we looked to expand our capabilities in experiential marketing and production, we were immediately impressed with Rooftop2 Productions and the innovative work they develop and execute,” said Lagardère Sports Executive Vice President of Consulting Kern Egan. “The team at Rooftop2 will offer our global consulting clients additional capabilities and experience and enhance our value proposition in future discussions with world-class brands.”
The Rooftop2 Productions team has extensive experience in the marketing industry, from producing events for the Madison Square Garden and James Daniel Entertainment, to working with the New York Jets.
“We believe joining Lagardère Sports is a once-in-a-lifetime opportunity to partner with a leading international agency that immediately launches Rooftop2 Productions into the global market,” said Rooftop2 Productions co-founders Ryan Halkett, Scott Lasky, and Gennaro Scarpelli. “Becoming part of an integrated global agency gives us a new client base to work with and provides additional resources to invest in our capabilities in order to further grow our unique roster of brands and properties.”
The Rooftop2 Productions co-founders, including Rooftop2 COO Marc Tarozzi and President Marc Riccio, will use their experiences to bolster an already impressive resume at Lagardère Sports. They will report to Egan, and continue to expand Lagardère Sports’ consulting division, which includes clients such as EA Sports, Epson, BMW, and Citi.
According to their website, “Lagardère Sports is a leading sports marketing agency, with a global network of local experts dedicated to delivering innovative solutions that meet our clients’ needs. We believe sport inspires emotions and passion that are essential to enriching people’s lives and generate powerful collective experiences. At Lagardère Sports, we dedicate our expertise and passion to providing our clients with privileged access to the infinite opportunities of sports. Lagardère Sports is part of Lagardère Sports and Entertainment, a company with more than 1,600 employees worldwide and 50 years of experience.”
According to their website, Rooftop2 Production’s “extensive background developing consumer and fan experiences and engagements for top sports leagues, teams, sporting events and brands across the world has provided us with an invaluable, fan-oriented intuition. From the director’s booth to the stage, and from the parking lot to the stands, we’ve experienced and designed every aspect of the event experience. As such, no company is better suited to deliver exceptional value and cutting-edge ideas/integration/execution that elevate brands, the event entertainment value, and the overall fan experience.”