Range Sports has acquired Superfly, the marketing and event company behind Bonaroo and more.
As part of the acquisition, Superfly will drive experiential opportunities across sports, entertainment, music and more as Range launches a new live experiences division. Superfly founders Rick Farman, Rich Goodstone and Kerry Black, as well as the company’s leadership team and staff, will move with the company.
The acquisition does not include Superfly’s ownership interest in the music festival Outside Lands. Superfly will continue in producing the festival in partnership with Another Planet Entertainment, with no changes to the existing operating structure or creative leadership of the event.
Founded 25 years ago, Superfly also created and built up comedy and musical festival Clusterfest and The Friends Experience. Bonaroo was later acquired by Live Nation.
“Superfly has always been driven by the belief that experiences should matter—culturally, emotionally, and commercially,” said Rick Farman, co-founder of Superfly. “We’ve earned the trust of some of the world’s most influential brands by consistently delivering at the highest level, and through our enduring live IP, we’ve demonstrated the power of experiences that connect fans to what they love. Joining Range marks an exciting next chapter, allowing us to bring that approach to a much broader ecosystem.”
In addition to representing athletes such as Gabby Thomas and Illona Maher, Range also works on partnerships and media for the Indiana Pacers and Fever, Shaun White’s Snow League and National Women’s Soccer League’s Gotham FC, as well as brand consulting and IP creation.
“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 & scaling new owned & operated assets,” Range CEO Peter Micelli said.
Micelli added, “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.”
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