RISE Group, a Middle East-grown commercial services consultancy, has been acquired by Elevate, a New York-headquartered group with offices around the world.
The acquisition of RISE Group marks a significant milestone for Elevate as it embarks on its expansion into the Middle East, a region that is increasingly recognized for its vibrant sports scene and major events. This strategic move allows Elevate to tap into a market brimming with opportunities for growth in the sports industry.
“The Middle East is one of the world’s most dynamic and rapidly growing sports markets,” noted Al Guido, Chairman and CEO of Elevate. This insight underscores the region’s potential as a burgeoning hub for sports competitions, fan engagement, and various commercial opportunities.
Elevate’s Background and Expertise
Founded in 2018, Elevate specializes in a suite of services tailored for the sports sector, including consumer insights, fan campaigns, engagement strategies, and commercial growth. Since its inception, the firm claims to have served over 1,000 clients across North America, Europe, Asia, and Australia. This impressive portfolio reflects Elevate’s capability to transcend geographical limitations while catering to diverse markets.
Introducing RISE Group
RISE Group, based in Riyadh with additional offices in Jeddah, Abu Dhabi, and Dubai, was founded in 2014. Specializing in marketing and commercial services, RISE has worked with both public and private entities, delivering impactful brand activation campaigns. Notable clients include Qiddiya, Savvy Games, NEOM, Saudi Pro League, PepsiCo, Saudi Tourism Authority, and the Dubai Sports Council. Their expertise and local insight make them an indispensable asset for Elevate’s plans in the region.
A Recognition of Excellence
With multiple awards to its credit, RISE Group stands out as an ideal partner for Elevate’s strategic entry into the Middle East. Al Guido expressed confidence in RISE’s reputation for driving commercial success, stating, “They have built an incredible reputation for driving commercial success and delivering impactful brand activation campaigns.” This partnership is designed to leverage the combination of Elevate’s global experience with RISE’s regional insights to create enhanced value for clients.
The Impact of the Acquisition
The acquisition brings 60 staff members from RISE Group to Elevate, including its co-founders, Seth Holmes and Tom Berrington. This expansion increases Elevate’s global workforce to nearly 500 employees, enhancing its operational capacity and market reach. This significant growth positions Elevate to better serve both existing and prospective clients in various sports endeavors.
Voices from RISE Co-Founders
Both co-founders shared their thoughts on the acquisition, emphasizing the strategic benefits it brings. Tom Berrington described it as a “pivotal moment” for RISE Group, highlighting the exciting opportunities to scale operations and engage with ambitious mega projects in the MENA region. He emphasized the synergy between the two organizations, suggesting it forms a robust foundation for future success.
Seth Holmes echoed this sentiment, stating that the partnership aligns with a shared vision for improving the sports landscape. He referred to this collaboration as a “natural and strategic fit” that is poised to unlock new value for brands, rights holders, talent, and intellectual property owners across the globe.
First Major Project: Supporting the NFL
As part of this new partnership, RISE Group will take on the exciting role of agency of record for the San Francisco 49ers, helping to broaden the team’s reach in the UAE as part of the NFL’s Global Market Program. This initiative aims to expand the fan base and enhance corporate partnerships in the region, ultimately increasing interest in American and flag football.
Beyond American football, Elevate’s portfolio includes partnerships with various prestigious organizations, such as the San Antonio Spurs (basketball) and the US Open (tennis), showcasing a diverse array of sports engagements that highlight its multifaceted expertise.
