By Gary Symons
TLL Editor in Chief
Big news in the world of experiential licensing today, as live entertainment giant RWS Global has acquired Great Big Events.
The deal combines RWS, arguably the world leader in live entertainment productions, with Great Big Events, which is among the world’s top sports event production companies.
RWS Global creates customized experiences spanning from theatrical productions to events, multimedia and more. RWS Global serves major brands and corporations, theaters, cruise lines, sports properties, live venues, parks, resorts and more. Its roster of clients include top names in technology, entertainment, food and beverage, fashion and sports, including Apple, Azamara, The Coca-Cola Company, Commonwealth Games, Crayola, Europa-Park Resort, Ferrari World Abu Dhabi, The FRIENDS Experience by Original X Productions, Hard Rock Resorts, Hershey Entertainment & Resorts, Holland America Line, Iberostar Hotels & Resorts, International Cricket Council, Invictus Games, Lionsgate, Marella Cruises, MSC Cruises, Roompot, Rugby World Cup, Six Flags, Space Center Houston, TUI Group, Vera Wang, Warner Bros., Disney’s The Lion King on Broadway, Chicago the Musical, and the Christmas Spectacular Starring the Radio City Rockettes.
GBE’s resume reads like a list of the top sporting events globally, including more than 100 world championships, World Cups, the Olympics and Paralympics, the Commonwealth Games, and various multisport Games.
As a result, RWS Global, which has always focused on entertainment, is now launching RWS Global Sports, a new division that will provide a comprehensive range of offerings, including venue design, entertainment, sports production, merchandise and more. The company says the new RWS Global Sports division will serve as a one-of-a-kind solution for clients, offering end-to-end live experiential offerings for audiences worldwide.
“This exciting acquisition redefines the possibilities for integrated, live sports and entertainment experiences on a global scale and propels us into a new realm of innovation and creativity,” said Ryan Stana, Chairman and CEO of RWS Global. “Fusing together our teams, resources and talent strengthens our position as leaders in the live experiential sector and allows us to deliver unprecedented live sports and entertainment experiences for our clients and their audiences across the globe.”
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The merger brings together top talent in location-based entertainment. Great Big Events’ co-founder Kim Henshaw will join and lead the RWS Global Sports division, bringing a wealth of knowledge in this highly specialized industry.
“We are thrilled to be joining forces with RWS Global and excited about the endless possibilities ahead,” said Henshaw, who now holds the title of EVP, RWS Global Sports. “With our combined expertise, we will develop unparalleled live sports experiences and set a new standard for the industry. Today marks the beginning of an incredible journey, and we can’t wait to showcase the innovative and groundbreaking work we will achieve together with RWS Global.”
The acquisition follows a previously announced strategic investment from RWS Global’s first institutional investor, Bluestone Equity Partners, a private equity firm with diverse sports and entertainment assets. The investment will support the new RWS Global Sports division in delivering viewer experiences across major upcoming international events over the next three years, with ambitious plans for further global expansion.
“We have long believed in the significant growth opportunity for RWS Global across new sectors. This announcement is a natural evolution for the RWS Global portfolio, further cementing its position as the leader in global live entertainment,” added Bobby Sharma, Founder & Managing Partner, Bluestone Equity.
Additionally, the deal sees RWS Global strategically expanding its digital capabilities with the acquisition of GBE’s suite of fan engagement apps, including the Ultimate Fan App and Anywhere Live, along with the integrated software system, PV4.
“This portfolio of interactive event apps and software further enables RWS Global to deliver connected, dynamic experiences across major global sporting events,” the company says.
The merger will see RWS Global establishing an office in Sydney, its fourth global hub, complementing existing locations in New York, London and Cincinnati. The RWS Global team now comprises more than 300 full-time employees and engages more than 8,000 seasonal talents annually.