US sports and entertainment consulting firm Elevate Sports Ventures has acquired sports, live event and experiential design firm Infinite Scale.

The deal marks Elevate’s second major acquisition of 2021 after the company acquired ticket pricing, analytics and distribution consulting company Dynamic Pricing Partners in March.

Infinite Scale has provided total brand integration services to more than 130 venues around the world and has worked on events such as the 2002 Salt Lake winter Olympic Games, five Super Bowls, seven College Football Playoff National Championships and the NHL Winter Classic.

Infinite Scale has also consulted on a number of major venue projects, including Allegiant Stadium, Levi’s Stadium, Target Field, Chase Center, Little Caesars Arena and Daytona International Speedway.

Over the past 12 months, the company played a key role in a number of events held amid the COVID-19 pandemic, including the NHL Stanley Cup in Edmonton and Toronto, the NHL outdoor games at Lake Tahoe and the CFP National Championship Game at Miami’s Hard Rock Stadium.

Infinite Scale was established in 2002 by founding partners Amy Lukas, Molly Mazzolini and Cameron Smith. The company is headquartered in Salt Lake City and has been an officially certified women-owned business through the Women’s Business Enterprise National Council for over a decade.

Mazzolini said: “Design for brand legacy is at the core of everything we do – both as a business, and also as a sports design consultancy acting on behalf of the global roster of clients who have entrusted their creative brand vision to our team.

“Now it’s Infinite Scale’s time to lock in our studio’s legacy succession plan as a member of the Elevate family to ensure that our collective clients and team members are a part of something bigger than all of us.”

Chip Bowers, president of Elevate, added: “At Elevate Sports Ventures, we are hyper-focused on becoming the premier, full-service business strategy, property sales, and branding agency across global sports and entertainment; this new relationship with Infinite Scale, steeped in creative capabilities and solution-oriented deliverables, aligns perfectly with our goals.

“Additionally, people, culture and our commitment to be great teammates is at the core of who we are. The new alignment with Infinite Scale further deepens our commitment to working alongside best-in-brand organisations operated by best-in-class people.”

Elevate has recently signed partnerships with Euroleague Basketball, Bellator MMA, MATCH Hospitality and the 2022 FIFA World Cup in Qatar, the Circuit of the Americas, and Co-op Live, a planned new 23,500-seat arena in Manchester.

Elevate was formed in partnership between the San Francisco 49ers and Harris Blitzer Sports & Entertainment (HBSE) in 2018. The company welcomed Oak View Group (OVG), Ticketmaster and Live Nation as partners in June 2018.

Image: HBSE