- Prior reports value deal at US$60m
- Mailman to become part of Endeavor’s 160over90 agency
- Seven League to integrate into IMG’s media and events division
Endeavor China has acquired digital sports agency Mailman Group and its Seven League consultancy.
The deal was first reported by SportBusiness in May, when it was estimated that Endeavor China, which is a subsidiary of agency holding company Endeavor Group Holdings, would pay US$60 million to acquire Mailman.
Mailman will now become part of Endeavor’s full-service cultural marketing agency, 160over90, bringing in further expertise in advertising, experiential, communications and sponsorships for brand clients including Anheuser-Busch InBev, Marriott International, HSBC, and Visa.
Seven League will integrate into Endeavor-owned IMG’s media and events division, boosting its offerings across rights and distribution, sponsorship sales, client consultancy and broadcast production for federations and governing bodies.
Established in 1999, Mailman provides digital services for clients including the National Hockey League (NHL), Fifa, Under Armour, the National Basketball Association (NBA) and Chelsea. It offers support in areas spanning digital strategy, digital marketing, social media, production, PR and ecommerce.
Endeavor said the acquisition signals the company’s continued commitment to servicing clients in China, the Asia-Pacific region and beyond.
“Mailman and Seven League are exceptionally well-respected content engines with a proven track record building fan engagement,” said Endeavor president Mark Shapiro (pictured above). “We share their commitment to helping the world’s best sports brands, leagues and teams build global digital media businesses, and know their expertise will be a tremendous value add for our current and future clients.”
Andrew Collins, chief executive of Mailman Group, added: “Our mission is to help rights holders build global digital media businesses, joining Endeavor China is a dream next step.
“We have built a reputation of connecting fans with sports, and now that we are arms locked with 160over90 and IMG, we have an enormous platform to drive both the audiences, the brand equity and monetisation for our clients.”
Last month, Endeavor posted a net income of US$2.4 million for the first quarter of 2021, a considerable improvement on the net loss of US$51.3 million it reported for the same period last year.
