Full Breakdown
Range Sports Acquires Superfly to Expand Live Event Offerings
1/27/2026, 8:16:25 PM
Acquisition Overview
Range Sports has announced the acquisition of Superfly, a prominent experiential marketing agency known for creating and managing major live events such as Bonnaroo, Outside Lands, Clusterfest, and The Friends Experience. This acquisition aims to enhance Range Sports' capabilities in delivering live experiences across sports, entertainment, and music. Financial details of the transaction were not disclosed, but it is important to note that the acquisition does not include Superfly’s ownership interest in the Outside Lands festival, which will continue to be produced in partnership with Another Planet Entertainment.
Background of Superfly
Founded 25 years ago, Superfly has established a strong reputation in the live events industry, particularly for its innovative approach to experiential marketing. The agency has successfully built and scaled iconic festivals, earning the trust of influential brands through its commitment to delivering high-quality experiences. Superfly's founders, Rick Farman, Rich Goodstone, and Kerry Black, along with their leadership team, will join Range Sports as part of the acquisition.
Strategic Implications
This acquisition marks Range Sports' sixth purchase in three years, reflecting its strategy to broaden its service offerings and market reach. Range Sports has developed a robust brand consulting practice and represents various athletes, including NFL players Brock Purdy and Cam Skattebo. The integration of Superfly is expected to enhance Range's brand consulting division, which already serves clients such as Transamerica, EY, and PepsiCo.
Peter Micelli, CEO of Range Sports, emphasized the need for a "best-in-class partner" to capitalize on the growing demand for live events. He stated, “Superfly’s like-minded founders and leadership team are the industry’s preeminent live IP development engine, and we couldn’t be more honored to welcome them to Range.” This partnership aims to leverage Range's extensive relationships within the industry to build the future of live experiences.
Official Statements
Jeff Filiberto, Chief Strategy Officer of Range Sports, expressed enthusiasm about the acquisition, stating, “We are thrilled to add Superfly’s exceptionally talented staff, best-in-class experiential expertise and prestigious clients to Range Sports.” He highlighted the company's methodical approach to building its brand consulting practice, which combines agility with the expertise of seasoned executives.
Rick Farman, co-founder of Superfly, remarked on the significance of the acquisition, saying, “Joining Range marks an exciting next chapter, allowing us to bring that approach to a much broader ecosystem.” He underscored Superfly's commitment to creating meaningful experiences that resonate culturally, emotionally, and commercially.
Criticism & Opposition
While the acquisition has been generally well-received, some industry observers may question the implications of consolidating such significant experiential marketing capabilities under one umbrella. Concerns about market competition and the potential for reduced diversity in live event offerings could arise as Range Sports integrates Superfly's operations.
Conclusion
The acquisition of Superfly by Range Sports represents a strategic move to enhance live event offerings and capitalize on the growing demand for experiential marketing. As both companies combine their strengths, the future of live experiences in sports and entertainment may see significant innovation and expansion.
