The Team, the international sports agency formerly known as Wasserman, has been appointed by Breeders’ Cup Limited to provide commercial support for the annual thoroughbred US-based event.
The agency’s specialist Rights Sales group will work closely with the Breeders’ Cup to “identify category opportunities, develop integrated sponsorship programs, and drive new partnership revenue.”
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The Team will specifically focus on unlocking new sponsorship opportunities for the event.
Brian Millman, vice president of US rights sales at The Team, said: “There is a significant opportunity to elevate the commercial program by connecting world-class brands with a premium audience and delivering integrated partnerships that go beyond traditional sponsorship.
“The Breeders’ Cup combines elite competition, international reach and a highly engaged fan base, creating a compelling platform for brands looking to align with premium sport and entertainment experiences.”
Heather Higgins, senior vice president of corporate partnerships for the Breeders’ Cup, added: “As we continue to align with best-in-class partners, The Team stands out for its strategic approach, global perspective, and ability to deliver thoughtful, high-impact brand partnerships.
“We’re confident The Team will help us unlock new opportunities and build on the Breeders’ Cup’s strong momentum.”
The tie-up expands The Team’s global portfolio of sports and entertainment properties in the rights space, which includes Formula 1 (F1), WTA, and the Association of Volleyball Professionals.
Meanwhile, The Team’s branding, signage, and live event arm, Live Team, has acquired motorsports branding and signage business Sport Signage.
The business will continue to be led by Bernd Wagner, CEO, and is headquartered in Germany.
Sport Signage will continue to operate from its existing offices in Germany, the UK, Bahrain, Singapore, and Mexico, and will initially continue under the Sport Signage brand.
The business will now have direct access to Live Team’s production and logistics facilities in the US, the UK, Germany, Dubai, Saudi Arabia, and Australia, as well as The Team's wider network.
Through the investment, Live Team will significantly expand its offering in motorsports.
With a background in logistics, Sport Signage has been strongly involved in motorsports, particularly F1, for over three decades. The business has provided static and digital event signage, both on and off the track, at every F1 race since 2014.
Sport Signage will provide motorsport services to Live Team, while also gaining access to Live Team’s international infrastructure to support the delivery of F1 races.
Through the partnership, both businesses will use local production facilities in global locations, access enhanced resources, and help reduce both freight costs and transport miles.
The deal was announced by Live Team’s group managing director, Alastair Bewick, who said of the partnership: “We’ve been working increasingly closely with Sport Signage over the last couple of years, and we’re delighted to be cementing that relationship with this investment in the business.
“Our combined expertise, international infrastructure, and capabilities will create an expanded and unique service platform. Both our businesses have an exceptional track record in motorsport, and we look forward to collaborating with Bernd and his team to deliver even greater value for our clients.”
Wagner added: “Partnering with Live Team is the natural next step for our business, enabling us to evolve in line with the changing needs of our clients. We will continue to service them as we always have, but with the backing of Live Team, we can now act like a truly international company and take advantage of a much greater resource base and footprint. It’s an exciting time for the business.”
The addition of Sport Signage bolsters Live Team’s live events business, which includes the recent acquisition of branding and signage business, Bluemedia, based in Phoenix.
In addition to this, Live Team recently acquired European soccer talent representation businesses, People in Sport and GG11.
The moves come a couple of months after The Team rebranded as such from its original Wasserman name, amid the fallout of founder Casey Wasserman opting to sell the company after his name was mentioned in the US government's Epstein files.
The Team, as Wasserman, has been in operation for more than 20 years and currently employs approximately 4,000 staff.
Over the past two decades, it has developed into one of the largest talent companies in the US through a series of acquisitions, most recently bolstering its presence in Europe by securing the soccer division of Danish talent representation firm People in Sport and acquiring Barcelona-based Umik Sport Management.
