Lagardère Live Entertainment
| Company type | Division |
|---|---|
| Industry | Live entertainment, Sports marketing and management |
| Predecessor | Sportfive, World Sport Group, IEC in Sports, Lagardère Unlimited Inc. |
| Founded | 2006 |
| Headquarters | France |
Area served | Worldwide |
| Products | Live entertainment, sports marketing, event management |
| Parent | Lagardère Group |
Lagardère Live Entertainment operates as a branch of the Lagardère Group, focusing on the live entertainment sector. This entity emerged from the consolidation of several group divisions, including Sportfive, World Sport Group, IEC in Sports, Sports Marketing and Management, and Lagardère Unlimited Inc.
After partially selling Lagardère Sports in 2020 and completing its full disposal in 2021, the remaining business was renamed Lagardère Live Entertainment.
History
In 2007, Lagardère Group acquired International Events and Communication in Sports (IEC in Sports), followed by obtaining approximately 70% ownership of World Sport Group Holdings in 2008. The group had also been the owner of Sportfive since 2006. The brand underwent several name changes: in 2010, Lagardère Sports was rebranded as Lagardère Unlimited, and later, in 2015, it became Lagardère Sports and Entertainment. At the same time, the entertainment division took on the name "Lagardère Live Entertainment," while all sports-related activities were grouped under "Lagardère Sports."
In 2015, Lagardère Live Entertainment broadened its offerings by acquiring the operator of the Bataclan Theater. The company also sought to enhance its market position through strategic alliances and acquisitions, such as partnering with Sponsorship 360 in 2016 and purchasing New York-based Rooftop2 Productions.
A significant achievement for Lagardère Sports included managing the naming rights for Juventus Stadium, which were sold to Allianz for the seasons spanning 2017–18 to 2022–23. This agreement was initially secured by the group's predecessor, Sportfive, in 2008 for €75 million.
In 2021, Lagardère completed the sale of its sports agency operations—revived under the name Sportfive—to private equity firm H.I.G. Capital, which had acquired a majority stake in 2020.
Lagardère Sports Asia
Lagardère Sports Asia, previously known as World Sport Group, was acquired by Lagardère in 2008 and underwent restructuring in 2015. The company faced backlash for increasing broadcasting fees related to the 2014 FIFA World Cup Asian qualifiers, restricting access for South Korean fans and Iranian expatriates residing in Europe and the Americas.
Additionally, Lagardère Sports Asia established a joint venture with the Asian Football Confederation (AFC) for managing the 2011 AFC Asian Cup and operates a dedicated media channel focused on AFC content.