Sportfive Launches New Global Golf Unit
The international marketing agency Sportfive created a new global golf unit as part of a new strategy aimed at expanding its reach and positioning within the sport. The new division will be headed up by Steve Loy, a new addition to Sportfive’s international leadership team, to expand its presence across both the US and Asia.
Along with event management and player representation, the team will look to cultivate new business opportunities with both golf brands and rights holders.
“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,” stated Stefan Felsing, Sportive’s global chief executive.
Sportfive stated the new golf strategy would place the sport ‘alongside the agency’s business’s key strategic pillars,’ including basketball, motorsport, soccer, tennis, and esports.
Sportfive, formerly known as Lagardère Sports until its rebranding this past year, already represents many top golfers, including Phil Michelson, Jon Rahm, Brandt Snedeker, and Keegan Bradley.
The marketing agency also manages a host of golf tournaments around the world, including PGA Tour stops, the Safeway Open and The American Express, as well as the Australian Open, the BNI Indonesian Masters, and the SMBC Singapore Open.
“After 30 years in professional golf, I’m looking forward to this new opportunity of leading our global golf business” stated Loy. “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.”
Loy, the new president of global golf, joined Sportfive in 2012 and most recently served as the agency’s president of golf in the Americas, overseeing its practices in the US.
