Range Sports Acquires Superfly

Range Sports announced the sport’s brand consulting practice has purchased Superfly, the experiential marketing service company. Superfly has built a reputation within the live music industry for its creation and scaling of iconic festivals including Bonnaroo, Outside Lands, Clusterfest and The Friends Experience. The acquisition does not include Superfly’s ownership interest in San Francisco’s Outside Lands music festival.

“We’ve methodically built our Brand Consulting practice with an ultra-high touch approach, providing bespoke advisory with the agility and bold perspective of a start-up, while benefitting from the expertise and connectivity of industry powerhouse executives,” Jeff Filiberto, Chief Strategy Officer of Range Sports, said in a statement. “We are thrilled to add Superfly’s exceptionally talented staff, best-in-class experiential expertise and prestigious clients to Range Sports.”

Superfly’s founders Rick Farman, Rich Goodstone and Kerry Black will join Range Sports, which is newly rebranded as A Range Company. There, the three founders will drive live events and experiential opportunities across sports, entertainment, music and beyond. They all also launch and lead a new owned and operated IP creation across the entire Range ecosystem, from sports, film/tv, comedy, music, digital and more.

“Superfly has always been driven by the belief that experiences should matter – culturally, emotionally, and commercially,” Rick Farman, co-founder of Superfly, said in a statement. “We’ve earned the trust of some of the world’s most influential brands by consistently delivering at the highest level, and through our enduring live IP, we’ve demonstrated the power of experiences that connect fans to what they love. Joining Range marks an exciting next chapter, allowing us to bring that approach to a much broader ecosystem.”

Peter Micelli, CEO of Range, added, “As consumer demand continues to fuel explosive growth of the live events industry, we knew that we needed a best-in-class partner to help our clients unlock full global value while also building and scaling new owned and operated assets. 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. When combined with our deep relationships with talent and the robust capabilities of our dynamic ecosystem, together, we are going to build the future of live experiences and enduring IP.”

This marks Range Sports’ sixth acquisition in three years.