Elevate’s Strategic Acquisition of RISE Group: A Game-Changer in the MENA Region
In a significant development for global sports marketing and brand representation, Elevate has announced its acquisition of RISE Group (RISE), a prominent commercial services consultancy in the Middle East. This strategic move is set to enhance Elevate’s footprint and capabilities, leveraging RISE’s established presence and expertise to unlock valuable growth opportunities in one of the world’s most dynamic and rapidly evolving sports markets.
Expanding Global Network
Elevate, a global agency network dedicated to helping brands, properties, and universities connect more deeply with their audiences, aims to broaden its expertise in partnership sales and brand representation through this acquisition. With RISE’s robust operations in key cities like Riyadh, Jeddah, Abu Dhabi, and Dubai, Elevate is poised to expand its influence in the Middle East, complementing its existing footprint across North and South America, Europe, Asia, and Australia.
RISE Group: A Catalyst for Growth
Founded in 2014, RISE has built a remarkable reputation as an independent marketing and commercial services consultancy in the Middle East. The firm focuses on creating, implementing, and activating commercial opportunities for both public and private clients. Their impressive client roster includes notable names such as the Saudi Pro League, PepsiCo, and the Dubai Sports Council. This acquisition brings RISE’s expertise into Elevate’s portfolio, enhancing the agency’s ability to deliver award-winning brand activation campaigns.
Leadership Transition and Team Integration
As part of this acquisition, RISE co-founders, Seth Holmes and Tom Berrington, will take on pivotal leadership roles within Elevate. Their unique vision and strategic insights will undoubtedly enrich the broader organization. This transition will also see 60 RISE team members become part of Elevate’s global workforce, which consists of nearly 500 employees. Elevate will maintain a strong presence in the region with offices in Riyadh and Dubai, propelling its influence further into the Middle East.
Focus on Strategic Opportunities
Al Guido, Chairman and CEO of Elevate, emphasizes the exciting potential this acquisition holds for both organizations. He noted that RISE’s prowess in driving commercial success will be instrumental in crafting transformative brand experiences. With the MENA region poised for significant growth leading up to major events such as the 2034 FIFA World Cup, this partnership is strategically aligned to maximize opportunities in sports, culture, and entertainment.
Pioneering Global Projects
As the first major initiative following the acquisition, Elevate will support the San Francisco 49ers as their global agency of record. This involvement includes expanding the team’s presence in the United Arab Emirates as part of the NFL’s Global Market Program, aimed at cultivating a larger fan base and boosting corporate partnerships. The collaboration signifies a commitment to increasing interest in American and flag football within the region.
Synergy of Strengths
Tom Berrington, Managing Partner at RISE, expressed excitement about the potential synergies this partnership will unleash. He highlighted how the combined strengths of both organizations position them uniquely to create substantial value for brands, rights holders, and other stakeholders. This alliance is expected to facilitate impactful contributions to the MENA region’s ambitious cultural and entertainment projects.
Elevate’s Growth Journey
Elevation’s recent acquisition follows a period of rapid growth, further solidified by their acquisition of SRI last year, which led to the formation of Elevate Talent. This new arm enables the consultancy to assist clients in sourcing exceptional leaders across various sectors, addressing the complexities of today’s consumer landscape. Recognizing its success in property consulting, Elevate has been nominated by Sports Business Journal for its Best in Property Consulting, Sales, and Client Services Award for 2025, building on their victory in the 2023 edition.
About Elevate
Founded in 2018, Elevate is dedicated to forging deeper connections between properties, brands, and audiences to drive growth. The agency serves over 1,000 clients across diverse sectors, including sports, entertainment, and consumer products. With an innovative approach, Elevate utilizes its proprietary EPIC platform, powered by advanced data and AI technology, to maximize ROI and enhance fan engagement.
About RISE Group
On the other hand, RISE positions itself as the fastest-growing independent sports, culture, and entertainment agency in the Middle East. The firm offers consulting and activation solutions aimed at driving partnerships and commercial success. Their award-winning team is committed to delivering measurable outcomes for clients across the commercial lifecycle.
This acquisition between Elevate and RISE Group is more than just a business venture; it symbolizes a powerful alignment of visions aimed at realizing the immense potential within the MENA region while setting the stage for future growth and innovation in sports and entertainment.
