360 Experience Group has merged with GoodFellows

360 Experience Group, a European end-to-end service provider of live experiences, and GoodFellows have merged to create one of the largest live experiences players in Europe. By pooling their strengths under the 360 Experience Group banner, the merged group will span the full breadth of the live industry and bring together 16 specialized companies, including Live Legends, Unlimited Productions, Unbranded, TIG Sports and Events and Kumpany. The group will provide end-to-end solutions for the realization of large-scale live entertainment, international sports and public events and impactful brand activations. The combined business will generate over US$90 million in revenue and employ more than 230 people.

In a world where the demand for physical experiences and associated high-quality content is growing exponentially, both groups have chosen scale and synergy. 360 Experience Group is renowned for its innovative design, technical production and technological innovation in entertainment, while GoodFellows brings extensive expertise in large-scale sports and public events, safety and mobility and brand activation. In addition to continued organic growth, 360 Experience Group aims to continue its active buy-and-build strategy.

360 Experience Group, with over US$45 million in revenue and approximately 150 employees, is a leader in crafting unforgettable events and experiences for live entertainment event agencies, brands and artists, specializing in complex and large-scale international projects. The company provides end-to-end event services ranging from concept design to event production and scenic and experience build and decor. Notable references include the Eurovision Song Contest, the MTV EMAs, the Saudi Games and the global tours of artists such as Tiësto and Martin Garrix.

GoodFellows is a Dutch network of specialized agencies focused on live experiences, large-scale sports and public events, brand activation and event production, serving both domestic and international clients. Its references include the KLM Open, multiple European and World Championships and the Formula 1 Heineken Dutch Grand Prix. Its sub brands included TIG Sports & Events, Kumpany, Vinke Vision, EventMakers and Crewfood.

Olivier Monod de Froideville, CEO of 360 Experience Group, said: “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.”

Oaklins’ team in the Netherlands supported 360 Experience Group during the initial market exploration phase and helped facilitate the path toward the merger. The transaction further demonstrates the team’s strong track record and expertise in the fast-moving live events and experiences sector.