American Express Stock – Sportfive eyes golf expansion with launch of global unit
New division to grow agency’s presence in the US and Asia.
- Steve Loy elevated to Sportfive’s president of global golf
- Unit to focus on player representation and event management, as well as rights holder and brand development
- Company’s clients include Phil Mickelson, Jon Rahm and Keegan Bradley
International marketing agency Sportfive has created a global golf unit as part of a new strategy designed to augment its reach and positioning within the sport.
The new division will be overseen by Steve Loy, who joins Sportfive’s international leadership team as president of global golf, and will work to expand the company’s presence in golf across the US and Asia.
As well as player representation and event management, the unit will look to develop new business opportunities with golf rights holders and brands.
In a statement, Sportfive said the new strategy will place golf ‘alongside the key strategic pillars for the agency’s business’, which also spans other sports including soccer, motorsport, tennis, basketball and esports.
Formerly known as Lagardère Sports until its rebranding last year, Sportfive already represents a host of top golfers, including Phil Mickelson (pictured), Jon Rahm, Keegan Bradley and Brandt Snedeker.
It also manages several tournaments around the world, including The American Express and Safeway Open PGA Tour stops and Asian events such as the SMBC Singapore Open, the Australian Open and the BNI Indonesian Masters.
“Golf is a global sport played by some of the best athletes around the world, so launching this dedicated global growth effort around the sport is an important step,” said Stefan Felsing, Sportive’s global chief executive.
Loy, who joined Sportfive in 2012, most recently served as the agency’s president golf, Americas, where he oversaw its representation practice in the US.
“After 30 years in professional golf, I’m looking forward to this new opportunity of leading our global golf business” he said in a statement. “Sportfive has an unparalleled network, strong leadership, and expertise in the international business of sports, and I look forward to utilising those assets as we expand our already strong presence in golf around the world.”