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 recent acquisition of RISE Group marks a significant milestone for Elevate as it embarks on its expansion into the Middle East, a region renowned for its vibrant sports scene and major sporting events. This strategic move positions Elevate to leverage the dynamic market opportunities emerging within the Gulf region.
A Growing Market
“The Middle East is one of the world’s most dynamic and rapidly growing sports markets,” stated Al Guido, Chairman and CEO of Elevate. This sentiment captures the essence of the region, where investments in sports infrastructure and events have skyrocketed. Major tournaments, cultural festivals, and high-profile sporting events have turned the Middle East into a focal point for sports professionals and fans alike.
Elevate’s Expertise
Founded in 2018, Elevate specializes in providing valuable consumer insights, fan engagement strategies, and effective fan campaigns tailored for the sports sector. Since its inception, the firm has partnered with over 1,000 clients across diverse geographies, including North America, Europe, Asia, and Australia. This wealth of experience promises to enrich its endeavors in the Middle East.
About RISE Group
RISE Group, established in 2014, operates primarily out of Riyadh, with additional offices in Jeddah, Abu Dhabi, and Dubai. The company is a marketing and commercial services consultancy that plays a pivotal role in creating, implementing, and activating commercial opportunities. Its client roster includes notable names in both the public and private sectors, such as Qiddiya, Savvy Games, NEOM, and PepsiCo, showcasing its dynamic reach in the Middle East.
Strategic Partnership
Al Guido highlighted RISE Group’s impressive record, stating, “RISE Group has built an incredible reputation for driving commercial success and delivering impactful brand activation campaigns across the Middle East.” The merger promises to harness Elevate’s global expertise and RISE Group’s localized insights, enhancing the value they deliver to their clients.
Expanding Workforce
As part of the acquisition, approximately 60 staff members from RISE Group, including co-founders Seth Holmes and Tom Berrington, will join Elevate. This addition brings Elevate’s global workforce to nearly 500 employees, infusing the company with regional expertise and diverse perspectives.
Seth Holmes remarked on the significance of this partnership, stating, “Joining forces with Elevate is a pivotal moment that will propel RISE Group onto the global stage.” The potential for scaling operations and contributing to ambitious mega projects within the MENA region’s sports, culture, and entertainment sectors is particularly exciting for both parties.
Shared Vision
Tom Berrington emphasized the complementary strengths between RISE Group and Elevate, noting, “With complementary strengths and a shared vision for the future, our organizations make a powerful and strategic alliance.” This collaboration is poised to deliver significant value to brands, rights holders, and other stakeholders in a rapidly evolving market.
New Endeavors
One of the first initiatives under Elevate will involve supporting the San Francisco 49ers as their agency of record globally, focusing particularly in the United Arab Emirates. This engagement aims to expand the team’s fan base and corporate partnerships in the region, promoting both American and flag football.
Diverse Sports Engagements
In addition to its work with the 49ers, Elevate holds partnerships with various sports entities, including the San Antonio Spurs and the US Open, reflecting its diverse portfolio in the world of sports. This integration of RISE Group’s local expertise with Elevate’s global vision marks an exciting chapter for both organizations as they embark on this journey together.
