360 Experience Group and GoodFellows join forces
360 EXPERIENCE GROUP AND GOODFELLOWS JOIN FORCES – THE BIRTH OF THE PREMIER GROUP FOR ENTERTAINMENT, SPORTS, AND BRANDS
360 Experience Group and GoodFellows today announce an equal merger. By pooling their strengths under the 360 Experience Group banner, a unique, leading group is formed that spans the full breadth of the live industry. With a portfolio of 16 specialized companies, including Live Legends, Unlimited Productions, Unbranded, TIG Sports & Events and Kumpany, and over 235 employees, the group offers an end-to-end solution for the realization of large-scale live entertainment, international sports and public events, and impactful brand activations.
In a world where the demand for physical experiences and associated high-quality content is growing exponentially, both groups have chosen scale and synergy. While 360 Experience Group is renowned for its innovative design, technical production, and technological innovation in entertainment, GoodFellows brings extensive expertise in large-scale sports and public events, safety and mobility, and brand activations. The positioning of the renewed group focuses on three pillars:
Entertainment: Designing, producing, and building innovative concepts for international concerts, shows, tours, festivals, TV, and leisure.
Sports: Organizing leading sports and public events and all associated production and services.
Brands: Connecting brands to target groups via corporate events, brand activations, and all conceivable forms of experience marketing.
Entrepreneurship and Passion
Unique to 360 Experience Group is the scale it has managed to achieve entirely on its own. The organization is owned by six active entrepreneurs who, without the involvement of external investors, can fully focus on growth, the buy & build strategy, and internationalization.
All 16 independent companies retain their own identity, culture, specialization, and client relationships, and are led by ambitious and driven management teams. However, the merger enables the companies to act collectively for the most complex challenges while clients benefit from combined scale and expertise.
To provide optimal support to the company management teams, the group has a Shared Service Center with expertise in HR, Finance, Legal, AI, and Marketing & Communications. This allows the companies to fully focus on their core business, clients, and further growth.
Olivier Monod de Froideville, CEO of 360 Experience Group, sees the merger as a logical response to market developments:
“With the integration of GoodFellows within 360 Experience Group, we are forging a unique alliance of craftsmanship and strategic creativity. This merger is not about becoming bigger, but about becoming better. Our companies are masters in the technical and physical realization of events. With the expertise of the GoodFellows companies, we are now adding even more live specialisms. The name 360 Experience Group symbolizes our comprehensive approach to the international experience economy.”
Norbert Chevalier, Managing Partner at GoodFellows, adds:
“With GoodFellows, we have taken the first steps in a consolidating market. We see that the worlds of sports and entertainment are merging ever faster. By joining forces with 360 Experience Group, we combine our expertise in sports and activation with the unprecedented innovation and production power of the current 360 Experience companies. Our group-wide buy-and-build strategy is hereby continued with a well-oiled machine of shared services such as HR, Finance, and MarCom as a welcome bonus.”
Proven Success
The merger is not a leap into the unknown, but a logical continuation built on a solid foundation. Since their inception, both groups have proven that the model of collaborating specialist companies works. In recent years, the groups have grown into trusted partners for clients of all shapes and sizes. It is this proven success on both sides that forms the basis for the shared future.
In addition to serving event agencies, brands, and artists in their home markets, they service international players with iconic projects. The joint portfolio includes impressive cases such as the Eurovision Song Contest, the MTV EMAs, the Saudi Games, the global tours of artists like Tiësto and Martin Garrix, the KLM Open, various European and World Championships, the Formula 1 Heineken Dutch Grand Prix, the NATO summit, and large-scale brand activations at international festivals and sporting events. Services such as high-quality safety & mobility, volunteer management, and crew catering are also being added to the group with the merger.
The expansion of the group is intended to strengthen the chain, whereby the group remains the trusted partner for all types of clients it already serves, in order to support them even better with specialist solutions across the full spectrum.