Five agencies

Five agencies have brought us their unique personalities and skill sets to form what today has become Lagardère


Sports and Entertainment. Unified, integrated and agile, we now work as one to meet our clients’ global needs.


IEC in Sports, which was a media company, enhances our agency with its capabilities in production, broadcasting and distribution of television rights to sporting events across all media platforms.

World Sport Group

Formerly Asia’s largest sports marketing, media and event management company, World Sport Group (WSG) was an exclusive partner of the region’s leader sports bodies, and the privileged partner of the Asian Football Confederation (AFC). It gives us a firm presence in growing markets.


SportFive was a premium sports marketing agency. A global leader in the football business across Europe and Africa, it brings us excellence in comprehensive marketing for football clubs, as well as the commercialisation of the marketing and media rights of regional football competitions including its work on the Africa Cup of Nations, African Nations Championship and African Champions League.

Lagardère Unlimited

To guide the professional careers of world-class athletes, it takes serious expertise. The Lagardère Unlimited athlete management division helps us to do just this, helping talent maximise its potential. For the planning, development, implementation, and management of stadiums and arenas worldwide, Lagardère Unlimited Stadium Solutions offers its expertise in key regions around the globe.

Sports Marketing and Management

Finally, Sports Marketing and Management (SMAM) provides unparalleled expertise in Olympic and major event level marketing.
The Lagardère Sports brand offers great depth. Clients who partner with us can depend upon our strategic consulting, our planning abilities, our commercial consultancy, and our sponsorship. Together, we work as one.


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