Freeman Acquires Global Brand Experience Agency Sparks

August 7, 2023

Freeman has acquired Sparks, a global brand experience agency with more than 750 employees. Sparks provides exhibit and event experiences to a diverse group of Fortune 1000 brands, including Google, Salesforce, Anheuser-Busch InBev and T-Mobile. Sparks will combine with Freeman’s agency business, which also caters to major corporate clients, including Amazon, Cisco and Kohler.

“Our combination with Sparks creates a unique opportunity to accelerate Freeman’s vision to become a leader in the corporate space,” said Freeman CEO Bob Priest-Heck. “Sparks, like Freeman, is built by great people, has a long history of success, and is one of the most respected names in the industry. We couldn’t be more excited to have Sparks’ talented team join Freeman at this exciting time for the industry.”

Freeman’s agency and Sparks will integrate, and Sparks, a Freeman company, will continue to be led by CEO David Sudjian, who will report to Freeman President Janet Dell. The combined companies have more than 4,500 employees. 

In addition to its headquarters in Philadelphia, Sparks has U.S. offices in Atlanta; Detroit; Fort Wayne, Ind.; Las Vegas; Los Angeles; San Francisco; New York; and Ridgefield, Conn., with international offices in Amsterdam, Berlin, Paris and Shanghai.

Sudjian said, “I am thrilled about the immense potential Freeman and Sparks have together. Our exceptional teams are eager to collaborate and leverage our strengths to create extraordinary experiences. The alignment of culture and values between Freeman and Sparks truly sets this combination apart, fueling our ability to deliver remarkable moments worldwide. Together, I am confident we will reach new heights, driven by a shared commitment to excellence.”

Related: SPARKS PROGRESSES ITS MULTIPHASE GROWTH STRATEGY WITH ACQUISITION OF 3D EXHIBITS

Financing for the transaction was provided by KKR primarily through KKR Opportunities Fund II and funds and accounts participating in its strategic investments strategy, but terms of the transaction were not disclosed. J.P. Morgan and King & Spalding LLP are serving as financial advisor and legal counsel, respectively, to Freeman. Cozen O’Connor is serving as legal counsel to Sparks. Simpson Thacher & Bartlett LLP acted as legal counsel to KKR.

“As our 96-year history shows, Freeman continues to be an industry leader because of our ability to understand trends and make bold strategic moves to support our customers’ needs today and tomorrow,” said Freeman Chair Carrie Freeman Parsons. 

She continued, “As a family-owned company, we will continue to enhance our capabilities to better support corporate customers – deepening those relationships while also nurturing our longstanding relationships with show organizers. We look forward to delivering outstanding event experiences with the additional support of our strategic partner KKR.”


Don’t miss any event-related news: Sign up for our weekly e-newsletter HERE, listen to our latest podcast HERE and engage with us on TwitterFacebook and LinkedIn!

Add new comment

Partner Voices
  MGM Resorts is renowned for its exceptional service and diverse venue options across Las Vegas, Detroit, Springfield, National Harbor, Biloxi, and Atlantic City, providing flexible spaces for meetings of any size. Beyond these offerings, MGM Resorts distinguishes itself through a strong commitment to social responsibility and sustainability, making it an ideal choice for your next meeting.  At the core of MGM Resorts' company values is its platform, "Focused on What Matters," dedicated to meeting customer needs while advancing socially responsible practices. This commitment is evident in several key areas:  Protecting Natural Resources  MGM Resorts is home to industry-leading recycling, renewable electricity and water conservation programs. Some highlights include a cogeneration power plant at ARIA, producing ultra-efficient electricity; one of America’s largest contiguous rooftop solar arrays atop the convention center at Mandalay Bay; and onsite wells that provide water for the celebrated Fountains of Bellagio, avoiding reliance on precious Colorado River water. These efforts and many more save on natural resources while boosting attendee satisfaction.  Committed to Community  Always striving to be good neighbors, MGM Resorts works to avoid food waste and combat food insecurity with the Feeding Forward program. In partnership with local food banks, they safely divert unserved food to food insecure members of the community. Since 2016, over 5 million meals have been provided, highlighting MGM Resorts' commitment to minimizing food waste and addressing community needs.  MGM Resorts supports clients in their responsible-meetings efforts, not only with efficient venues but also waste-reducing décor and signage; sustainable food and beverage options; and outreach to help planners communicate sustainability efforts to attendees. What’s more, they offer a Mindful Meetings series that puts attendee wellness first—through fitness and mindfulness activities, and in give-back events with local charity organizations.   Fostering Diversity & Inclusion  To MGM Resorts, a diverse and talented workforce is essential to success. By cultivating innovative strategies that consider multiple perspectives and viewpoints, the company creates an inclusive workplace culture that benefits its employees and community. MGM Resorts takes pride in being a welcoming home for veterans, individuals with disabilities, people from diverse backgrounds, LGBTQ+ community members, and more. This commitment to inclusion is reflected in the company's recruitment and hiring practices and its social responsibility initiatives. From the workplace to the community, MGM Resorts' commitment to diversity, equity and inclusion remains unwavering, and its efforts continue to create a more equitable and sustainable world for all.  MGM Resorts offers unparalleled service and venue options while standing out for its proactive approach to sustainability and community engagement. Choosing MGM Resorts for your next meeting means aligning with a company that values social responsibility, efficiency, and attendee satisfaction, ensuring a meaningful and impactful event experience.