PRIMETIME

What PRIMETIME does

PRIMETIME is a Los Angeles-based sports and entertainment marketing agency founded in 2002 that specializes in connecting multinational brands with multicultural (primarily U.S. Hispanic) sports fans, with particular depth in soccer and Liga MX partnerships. The firm operates five integrated service lines: Consulting (insight-driven strategy and sponsorship rights leverage), Experiential (brand activations, fan fests, and viewing parties), Marketing (multicultural campaign development), Sponsorships (exclusive U.S. brand-club partnership facilitation), and Content & Digital (original content curation and digital platform delivery). Technology is limited to digital content creation and video production tools rather than proprietary platforms; the firm emphasizes a '100% customized' digital approach as demonstrated by its Sueño Águila 2022 case study.

The agency's primary customers are enterprise multinational brands (Toyota, Anheuser-Busch, AT&T, McDonald's, Telemundo) seeking to activate sponsorships across major soccer properties including Liga MX clubs (notably Club América), national teams (Mexican National Team), and global tournaments such as Copa América Centenario 2016 and FIFA World Cup Qatar 2022. Its go-to-market is sales-led and direct, leveraging a 20+ year relationship network and a client-first delivery model where the entire team services accounts rather than individual account managers.

PRIMETIME generates revenue through professional services engagements — project-based, customized campaigns priced privately and not publicly disclosed. It operates a single headquarters office in Los Angeles with 11-50 employees and is privately held with no disclosed institutional investors, funding rounds, or parent company. The firm carries no patents, certifications, or formal regulatory registrations, and its differentiation rests entirely on intangible brand equity, relationship-based distribution rights with top soccer properties, and deep cultural fluency in Hispanic fan engagement.

Name

PRIMETIME

Legal name

Primetime Sports

Website

https://ptimesports.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

PRIMETIME is a Los Angeles-based sports marketing agency founded in 2002 that connects multinational enterprise brands with U.S. Hispanic soccer fans through consulting, experiential activations, sponsorship facilitation, multicultural campaigns, and digital content services.

Ownership category

akta.pro rank

Headquarters

HQ city

Los Angeles

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. Consulting Services: Insight-driven strategy development and sponsorship rights leverage services for brand partners seeking to maximize ROI in sports and entertainment markets.
2. Experiential Marketing Services: Event production and brand activation services including fan fests, viewing parties, and live performances that create memorable fan experiences.
3. Marketing Campaign Development: Strategic marketing campaign development and implementation services leveraging vast network and multicultural fan expertise.
4. Sponsorship Facilitation: Facilitation of exclusive U.S. partnerships between brands and top Liga MX clubs, creating year-round fan engagement platforms.
5. Content & Digital Services: Original content curation, video production, and digital campaign creation for clients and partners.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

PRIMETIME is a soccer sports agency that helps multinational brands, top soccer clubs, national teams, and media partners connect with U.S. multicultural, especially Hispanic, fans. Its integrated offering spans Consulting (insight-driven sponsorship strategy and ROI maximization), Experiential (brand activations, fan fests, viewing parties), Marketing (multicultural campaign development), Sponsorships (exclusive U.S. brand-club partnerships with top Liga MX clubs), and Content & Digital (original content curation, video production, and digital campaign execution).

Product overview

PRIMETIME is a soccer sports agency offering five integrated service modules: Consulting (insight-driven strategies and sponsorship leverage), Experiential (brand activations and fan experiences), Marketing (multicultural campaigns), Sponsorships (brand-club partnerships), and Content & Digital (original digital content and campaigns). These services work together as a unified offering to help multinational brands, clubs, and media partners maximize engagement with U.S. Hispanic sports audiences.

Differentiator

Problem solved

Functional benefit

Products and services

• Consulting Strategic consulting services for the sports and entertainment industry, including insight-driven strategies, sponsorship rights leverage across multiple platforms, and ROI maximization for multicultural brand partners.
• Experiential Brand activations and soccer platforms that bring events to life and create memorable fan experiences, using a hands-on detailed approach tailored to each partner's objectives (e.g., immersive fan fests and viewing parties).
• Marketing Development and execution of innovative, personalized, and strategic marketing campaigns for brand partners, leveraging PRIMETIME's vast network and expertise in multicultural fan engagement.
• Sponsorships Facilitation of exclusive U.S. partnerships between brands and top Liga MX clubs, creating year-round platforms to supercharge fan engagement and connecting partners with diverse U.S. soccer audiences.
• Content & Digital Original content curation, video production, and digital campaign development delivering customized, hyper-connected, and engaging digital platforms for sport consumers and brand partners.

Quantifiable outcome

• Successful year-round fan engagement platform connecting Toyota with Club América U.S. fanbase
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core and flagship.

• Sueño ÁguilacoreStrategic or Co-development Partner · 1 January 2022Sueño Águila is an emerging talent program for young soccer athletes. PRIMETIME Sports created a hyper-connected digital experience for the 2022 program, delivering customized content platforms and engaging digital campaigns to reach young athletes and fans.
• FIFA World Cup Qatar 2022flagshipStrategic or Co-development Partner · 1 January 2022Major international tournament partnership where PRIMETIME Sports developed custom-built marketing programs for brand partners including Telemundo and McDonald's to authentically engage multicultural fans throughout the tournament.
• Club AméricacoreStrategic or Co-development PartnerTop Liga MX club partnership enabling PRIMETIME Sports to facilitate exclusive U.S. brand partnerships. The relationship connects brands like Toyota with Club América's massive passionate fanbase through year-round engagement platforms, creating unique access to the U.S. Hispanic soccer market.

Scale indicators1 record

Recent moves5 records

Expansion highlights3 records

Direct peers

• Octagon: One of the world's largest sports marketing agencies, offering sponsorship consulting, experiential activation, and content services to global brands — the same core service mix PRIMETIME provides, but at much larger scale and with broader sport coverage.
• Wasserman: Global sports marketing, consulting, and talent agency with deep sponsorship, experiential, and content capabilities. Directly comparable service stack to PRIMETIME, serving major brands across multiple sports properties.
• SPORTFIVE: Global sports marketing agency specializing in sponsorship sales, rights holder representation, and brand activation — directly comparable to PRIMETIME's Liga MX sponsorship facilitation and brand activation model.
• Engine Shop: Sports and entertainment marketing agency focused on experiential activations, sponsorship consulting, and content. Comparable mid-sized competitor to PRIMETIME in the U.S. sports marketing agency landscape.
• rEvolution: Independent global sports marketing agency providing sponsorship consulting, media planning, and experiential services to brands and rights holders — comparable service offering and client base to PRIMETIME.
• Alianza Sports Marketing: U.S.-based sports marketing agency specializing in Hispanic and multicultural sports audiences, with deep Liga MX and soccer partnerships — one of the closest direct competitors to PRIMETIME in the U.S. Hispanic soccer marketing niche.

Broad incumbents

• MKTG (Dentsu): Global experiential and sports marketing agency within Dentsu. Competes with PRIMETIME in brand activations and fan experiences for major sponsors, but at significantly larger scale and as part of a holding-company portfolio.
• CAA (Creative Artists Agency): Major entertainment and sports agency with a significant sports marketing and brand consulting practice. Competes with PRIMETIME for large brand sponsorships but operates across a much broader entertainment and talent portfolio.

Regional players

• Leger Marketing: Canadian-based sports marketing and sponsorship agency serving brands and properties — comparable service model to PRIMETIME but primarily serving the Canadian market rather than the U.S.

Emerging players

• Lever1: Emerging multicultural and Hispanic-focused marketing agency serving U.S. brands seeking to engage diverse audiences — partial overlap with PRIMETIME's multicultural specialization but with broader category coverage beyond sports.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/ptimesportsentertainment
• LinkedInlinkedin.com/company/ptimesports
• Instagraminstagram.com/ptimesports
• Xx.com/ptimesports

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about PRIMETIME