Range Sports has announced its acquisition of Superfly, a renowned marketing and events firm, signaling a significant expansion into live experiences across diverse sectors. Superfly, celebrated for its role in establishing major events such as Bonnaroo and Outside Lands, will now contribute its expertise to Range's newly formed live experiences division. This strategic integration includes Superfly's founding members, Rick Farman, Rich Goodstone, and Kerry Black, along with their entire team, ensuring a seamless transition and continuity of leadership.
The acquisition strategically enhances Range Sports' portfolio, enabling them to capitalize on the increasing demand within the live events industry. While Superfly's operational teams and creative minds are joining Range, its ownership interest in the Outside Lands Music and Arts Festival remains independent, continuing under its established partnership with Another Planet Entertainment without any alterations to its current structure or creative direction. This allows Range to leverage Superfly's proven track record in creating impactful cultural and commercial events, broadening their reach in sports, entertainment, and music.
This collaboration is poised to redefine the landscape of live events by combining Superfly's innovative approach to experiential marketing with Range's extensive network, which includes representing prominent athletes and managing partnerships for major sports entities like the Indiana Pacers and Fever, Shaun White’s Snow League, and Gotham FC. The synergy between the two companies, as highlighted by Range CEO Peter Micelli and Superfly co-founder Rick Farman, is expected to unlock global value for clients and foster the development of new, enduring intellectual properties in the experiential domain. The partnership is a testament to the belief that deeply connecting fans to their passions through live events holds immense cultural and commercial power, propelling both organizations into a dynamic future of innovation and growth.