Lagardère Unlimited, the sports marketing division of French conglomerate Lagardère, acquired Gaylord Sports Management, a US-based athlete representation group. Lagardère Unlimited owns the Sportfive, IEC in Sports and World Sport Group rights agencies.
Kevin O’Connor, Lagardère Unlimited’s chief operating officer in the Americas, said Gaylord would “complement the assets we already have in place” and immediately give the company a status “among the leaders in professional golf representation.”
Gaylord’s golf players include four-time major championship-winner Phil Mickelson and fellow American Keegan Bradley, who was named 2011 ‘rookie of the year’ by the US PGA Tour. Following the takeover, Gaylord chief executive Steve Loy was appointed president of the Lagardère Unlimited Golf division.
Gaylord also represents baseball and American football sports stars. O’Conner said the transaction would give Lagardère “an important footprint in baseball” as the company continues to grow.