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Playfly Sports expands third-party offerings with Premier Partnerships acquisition

Playfly Sports has “purchased 100% of sponsorship sales and consulting agency Premier Partnerships,” according to Terry Lefton in this week's SPORTS BUSINESS JOURNAL. The addition of Premier, founded in ‘03 by FIFA World Cup and MLS veteran execs Alan Rothenberg and Randy Bernstein, “adds an accomplished and well-connected third-party sales and evaluation agency” to Playfly at a time when the amount of seven-figure sports sponsorship inventory “has exploded, with the addition of uniform patches, extra signage in and around the field of play, and incremental virtual ad signage." Playfly Founder & CEO Michael Schreiber said of the move, “We saw from when we started that there were more of these marquee sponsorship opportunities than ever, and Premier gives us the scale to really go after that opportunity.” Under terms of the deal, Premier’s 25 employees “will be combined” with Impression Sports to “form Playfly Premier Partnerships.” The Impression name “will no longer exist.” Bernstein “will assume responsibility” for Playfly Premier Partnerships, reporting to Playfly COO Craig Sloan. Rothenberg and Premier President John Kristick “will remain” in leadership roles. Berstein: “This felt right from the beginning, in everything from compatible corporate cultures to complementary business capabilities and expertise” (SPORTS BUSINESS JOURNAL, 1/10).

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