What: Multi-national media, sports and entertainment group RELEVENT has acquired BRC Group, a leading marketer and producer of Hispanic soccer programs in the U.S
Why it matters: The agreement expands RELEVENT’s reach into the Hispanic grassroots market and should be a boon for youth soccer programs as well as experiential marketing initiatives across the country.
Mergers and acquisitions are usually more suited to the boardroom than the soccer pitch. But in the case of today’s announcement by multinational sports and entertainment group RELEVENT that it has acquired Hispanic soccer marketer and producer BRC Group (@brcgrp), the real winners are U.S. Hispanic soccer fans, and, importantly, youth soccer players from underprivileged backgrounds across the country.
The move boosts the prospects and profile of Alianza de Futbol (@Alianza__U), the country’s largest and most prestigious amateur Hispanic soccer program, JUGOtv (@JUGO_tv), a multi-platform digital sports network for U.S. Hispanic soccer fans, and Alianza U, the Foundation arm of BRC which has provided more than two dozen Latino soccer players access to financial aid or scholarships to play college soccer. These BRC properties all fall under the RELEVENT umbrella, which further strengthens the firm’s connection with the Hispanic grassroots market.
“We are excited to join forces with BRC and the experienced leadership of Richard Copeland, Brad Rothenberg and Joaquin Escoto, who hold extensive relationships in U.S. and Mexican soccer,” said Daniel Sillman, CEO of RELEVENT in a statement. “As the Latino population accounts for half of the national population growth in the past two decades, we are proud to make this investment in the development of the sport within this passionate community.”
BRC has done great work with these programs. With more than 30,000 players and more than 250,000 fans attending Alianza events every year and JUGOtv reaching more than 60 million on social media every month, RELEVENT’s platform for the Hispanic community has never been on more solid ground.
“Everything we do at BRC is about providing access and opportunity for the US-Latino soccer player,” said Brad Rothenberg, Partner, BRC. “RELEVENT provides a bridge for our community to connect to world-class soccer programming from the ICC to new initiatives we intend to create together making this a first-ever partnership in the USA.”
With the acquisition, RELEVENT has further solidified its status as a major player in the soccer world with recent announcements of the International Champions Cup (@IntChampionsCup) and first Women’s International Champions Cup, beginning next month.
“We’ve made it our mission to promote and grow soccer globally, and the acquisition of BRC is a pivotal move for RELEVENT, setting into motion our plans for investing in multicultural communities across the United States.” added Sillman.
Cover Image: NES-Mag.com