Superfly

What Superfly does

Superfly is an experiential marketing and events agency that designs, produces, and operates immersive experiences and branded activations for major enterprises in entertainment, media, technology, and adjacent sectors. Founded in 2002 and headquartered in New York with offices in San Francisco and Chicago, the company employs 51-100 people and serves clients including Microsoft, Warner Bros., Paramount, Disney, Netflix, Uber, and The New York Times through project-based engagements spanning experience strategy, creative development, event production, digital and Web3 experiences, social and influencer marketing, and IP creation.

The company's core offering combines agency services with owned cultural IP. Superfly created and operates Bonnaroo Music Festival (launched 2002, 75,000+ annual attendees in Manchester, Tennessee) and co-founded Outside Lands (2008, San Francisco), both among the most established American music festivals. Beyond festivals, Superfly produces touring immersive experiences tied to major entertainment IP — FRIENDS The Experience with Warner Bros., BravoCon with Bravo, Prince The Immersive Experience, and the South Park 25th Anniversary tour with Comedy Central — as well as technology-forward activations such as the Microsoft AI-powered Breakbeat Narratives at the Universal Hip Hop Museum. The Experience Labs initiative, launched in 2023, productizes the agency's R&D in culture, technology, and sensory design through workshops and innovation sprints.

Revenue is generated primarily through professional services fees for branded experiential work and revenue participation in owned and co-owned festival and immersive IP. Pricing is bespoke and project-based, with no publicly disclosed rate cards. The company has raised approximately $42.5 million in private capital, most recently from Virgo Investment Group in 2018, and was acquired by private equity firm Range Sports in April 2026 as part of broader consolidation in the event agency market.

Name

Superfly

Legal name

Superfly Events, LLC

Website

https://superf.ly

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

51–100 employees

Short description

Superfly is an experiential marketing agency that creates immersive branded experiences, festivals, and touring attractions for major entertainment, media, and technology brands, anchored by its ownership of Bonnaroo and Outside Lands festivals.

Ownership category

akta.pro rank

Product category

Experiential Marketing Services

NAICS

Amusement and Theme Parks (71311), Amusement and Theme Parks (713110)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Helicopter Sightseeing & Scenic Tours (TLAFACAD)

Keywords

• Experiential marketing services
• Branded activations
• Immersive experiences
• Music festival production
• Event creative agency

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Experiential Marketing Services: Superfly generates revenue through providing experiential marketing services to major brands, including experience strategy, creative development, event production, digital experiences, and IP creation. Revenue appears to be project-based and relationship-driven with enterprise clients.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Superfly is a B2B experiential marketing and creative agency that designs, produces, and operates branded experiences, immersive activations, and large-scale events for major entertainment, media, and technology clients. The company combines experience strategy, creative development, event production, digital experiences, social/influencer programs, and IP creation, and is also the originator and operator of flagship festival IPs such as Bonnaroo and Outside Lands.

Product overview

Superfly is an experiential marketing and events agency offering a comprehensive suite of services including Experience Strategy & Execution, Creative, Event Production & Operations, Digital Experiences, Social & Influencer, and IP Creation & Franchise Development. The company also operates flagship IP including the Outside Lands and Bonnaroo music festivals. Recent initiatives include Experience Labs for innovation sprints, and AI-powered immersive experiences like Breakbeat Narratives developed with Microsoft AI. The portfolio spans music festivals, branded immersive activations, IP-based experiences (FRIENDS, South Park, Prince), and Web3/virtual experiences.

Differentiator

Problem solved

Functional benefit

Products and services

• Bonnaroo Four-day music and arts festival in Manchester, Tennessee drawing over 75,000 attendees annually; created and operated by Superfly.
• Outside Lands Annual music, culinary, and arts festival in Golden Gate Park, San Francisco, co-founded and operated by Superfly, recognized for musical eclecticism, technology integration, and sustainability programming.
• FRIENDS The Experience Location-based immersive fan attraction developed with Warner Bros. that recreates sets, props, and costumes from the FRIENDS television franchise for ticketed audiences.
• BravoCon Multi-venue annual fan experience in Manhattan created with Bravo, with Superfly leading creative direction and full production for the Bravosphere audience.
• Prince The Immersive Experience Ticketed immersive music experience developed with the Prince Estate covering masterplanning, creative development, and production based on the life and legacy of Prince.
• South Park 25th Anniversary Experience Touring pop-up storage container experience created with Comedy Central celebrating 25 years of South Park through memorabilia, props, scripts, and music.
• Star Trek Continuum Web3 immersive installation built with Recur NFT and Paramount at a major Star Trek convention using programmable 360 LED technology to launch the franchise's next chapter of fandom.
• Breakbeat Narratives AI-powered interactive installation at the Universal Hip Hop Museum, developed with Microsoft AI, sharing the history and impact of hip hop and generating personalized playlists based on visitor input.
• Experience Labs Innovation initiative offering workshops, seminars, and innovation sprints focused on culture, technology, and sensory design to develop transformative experience solutions for clients.

Named customers11 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

24 partnerships are on record, tiered minor and core.

• AppleminorGTM or Marketing PartnerApple is listed as a partner client on Superfly's website, indicating Superfly has created experiential work for the technology company.
• AwayminorGTM or Marketing PartnerAway is listed as a partner client on Superfly's website.
• BoseminorGTM or Marketing PartnerBose is listed as a partner client on Superfly's website.
• CBS/ViacomminorGTM or Marketing PartnerCBS/Viacom is listed as a partner client on Superfly's website.
• Comedy CentralcoreGTM or Marketing PartnerComedy Central partnered with Superfly for South Park 25th Anniversary experience. Long-standing creative partner.
• ChiefminorGTM or Marketing PartnerChief is listed as a partner client on Superfly's website.
• ClearminorGTM or Marketing PartnerClear is listed as a partner client on Superfly's website.
• DisneyminorGTM or Marketing PartnerDisney is listed as a partner client on Superfly's website.
• GoogleminorGTM or Marketing PartnerGoogle is listed as a partner client on Superfly's website.
• MetaminorGTM or Marketing PartnerMeta is listed as a partner client on Superfly's website.
• MicrosoftcoreStrategic or Co-development PartnerMicrosoft is a long-standing strategic partner for over 7 years, working with Superfly on culture, arts and social impact initiatives including Breakbeat Narratives AI hip hop experience at Universal Hip Hop Museum.
• NBAminorGTM or Marketing PartnerNBA is listed as a partner client on Superfly's website.
• NBC UniversalminorGTM or Marketing PartnerNBC Universal is listed as a partner client on Superfly's website.
• NetflixminorGTM or Marketing PartnerNetflix is listed as a partner client on Superfly's website.
• NikeminorGTM or Marketing PartnerNike is listed as a partner client on Superfly's website.
• ParamountcoreGTM or Marketing PartnerParamount partnered with Superfly for Star Trek convention immersive experience.
• REVOLTcoreGTM or Marketing PartnerREVOLT partnered with Superfly, winning Multicultural Event of The Year award.
• The New York TimescoreGTM or Marketing PartnerThe New York Times partnered with Superfly for New York Times Food Festival.
• TwitchminorGTM or Marketing PartnerTwitch is listed as a partner client on Superfly's website.
• UbercoreGTM or Marketing PartnerUber partnered with Superfly for Uber One Super Bowl activation and other experiential campaigns.
• VerizonminorGTM or Marketing PartnerVerizon is listed as a partner client on Superfly's website.
• Warner BrotherscoreGTM or Marketing PartnerWarner Bros. partnered with Superfly for FRIENDS The Experience immersive fan attraction.
• YahoominorGTM or Marketing PartnerYahoo is listed as a partner client on Superfly's website.
• Range SportscoreOthersRange Sports acquired Superfly as part of the wave of event agency acquisitions, consolidating the fragmented event agency market.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Another Planet Entertainment: Independent live events producer and co-creator of Outside Lands alongside Superfly. Most directly comparable peer given shared festival IP, similar scale, and overlapping client base in the experiential/live events market.
• Sparks: Specialist experiential and retail experience agency within Omnicom, competing head-to-head with Superfly for brand activation, pop-up, and immersive experience work across entertainment and tech verticals.
• MKG: Independent experiential agency known for immersive brand experiences, social activations, and culture-driven creative. Comparable in offering integrated strategy-to-execution services to enterprise brands.
• Optimist: Independent creative and experiential agency with strong entertainment, music, and culture credentials. Competes with Superfly in music-festival adjacent work and brand activations for entertainment clients.
• Amplify: Independent brand experience and culture marketing agency working across entertainment, tech, and consumer brands. Overlaps with Superfly in culture-led, music-and-fandom-driven experiential campaigns.
• MAS Event Design: Experiential design and production agency specializing in immersive brand experiences, set builds, and live events. Comparable to Superfly's creative production and immersive experience offerings (e.g., FRIENDS, Prince).

Broad incumbents

• Jack Morton Worldwide: Large global brand experience agency within IPG, serving many of the same enterprise clients (Microsoft, Google, etc.) on experiential strategy, creative, and production. Closest scaled peer in terms of service breadth and client roster.
• George P. Johnson Experience Marketing: Long-established experiential marketing agency known for large-scale brand experiences, events, and trade-show activations. Comparable in serving global enterprise clients with end-to-end experiential capabilities.
• GMR Marketing: Experiential marketing agency with deep sports, entertainment, and consumer brand expertise. Overlaps with Superfly in sponsorship activation, festival-style events, and large-format brand experiences.
• Freeman: Large-scale events and experiential services provider, including event design, production, and digital experiences. Comparable for large-format activations and enterprise client work.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Superfly
• Facebookfacebook.com/Superfly
• LinkedInlinkedin.com/company/superfly
• Instagraminstagram.com/superflypresents

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds3 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments2 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Superfly