Smyle Group has acquired UK-based sports production and fan engagement agency The Sports Presentation Company to accelerate its positioning in the sector.

The Sports Presentation Company, founded by Andy Friedlander in 2011, creates stadium/arena and fanzone experiences for UK and International properties including the English Football League, England Netball, Harlequins Rugby, UCI & British Cycling, FIFA Beach Soccer, FIBA Basketball and the Pan American Games at sporting venues and arenas including Wembley Stadium (pictured), Twickenham, Tottenham Stadium, Manchester Arena, The O2.

Following the acquisition, The Sports Presentation Company will continue to operate from its base in West London.

Rick Stainton, Smyle Group Co-Founder, said: “Andy Friedlander has a passionate team and first-class portfolio of clients. The Sports Presentation Company and its fan experiences massively enhance the overall impact of sports events. The agency expands the fan experience specialism of the Smyle Group alongside gaming and esports experts NJ Live, who joined the Group in 2021.”

The acquisition will enable The Sports Presentation Company to realise ambitious domestic and international growth plans and access Smyle’s broad range of strategic, content, creative, production and measurement expertise.

Andy Friedlander, The Sports Presentation Company Founder, commented: “We have been at the vanguard of the fast-growing sports presentation sector as the expectations of stadium fans, TV viewers and rights holders has gradually increased. Joining the Smyle Group gives us the insight, scale and muscle to further raise our game.  Our team is fired up to do more of the work we love, while learning from people we respect who share our passion for creativity, operational excellence and ethical business.”