Strategic Sports Group

What Strategic Sports Group does

Strategic Sports Group (SSG) is an Orlando-based sports and entertainment advisory firm that operates as a consortium led by Fenway Sports Group. Founded around 2020, the company delivers five core professional services — Strategic Partnerships, Sales & Revenue Generation, Corporate Hospitality, Premium Client Relationships, and Industry Trends — to enterprise clients across professional sports leagues, corporate brands, and event organizers. Its go-to-market is sales-led, targeting sports team executives and corporate decision-makers through direct outreach and client referrals, with pricing negotiated on a quote-based, per-engagement basis rather than disclosed publicly.

SSG's service portfolio centers on premium seat sales, sponsorship brokerage, and luxury hospitality curation for marquee properties. Documented client engagements include Atlanta Braves (record $247M in contractual seat and suite revenue at SunTrust Park), Texas Rangers ($233M in premium seat revenue at Globe Life Field), F1 Crypto.com Miami Grand Prix ($15M+ in hospitality sales), and FC Cincinnati. Revenue is generated through consulting fees, partnership facilitation commissions, and retainer arrangements under a professional services model.

Beyond its consulting practice, SSG functions as a sports-focused investment vehicle. In January 2024, it deployed $1.5 billion for an 11.62% stake in PGA Tour Enterprises — the for-profit subsidiary of the PGA Tour — in one of the largest sports-related private equity transactions on record, with the tour retaining an option to draw an additional $1.5 billion of committed capital through January 2027. The parent relationship with Fenway Sports Group provides SSG with deep institutional access across MLB (Boston Red Sox), global soccer (Liverpool FC), and broader sports ownership networks, while SSG itself operates with a lean team of 1–10 employees.

Name

Strategic Sports Group

Legal name

Strategic Sports Group

Website

https://thestrategicsportsgroup.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Strategic Sports Group is an Orlando-based sports and entertainment consultancy, led by Fenway Sports Group, that drives premium seat sales, sponsorships, and hospitality for major sports properties including MLB teams and F1 events, and holds a $1.5B stake in PGA Tour Enterprises.

Ownership category

akta.pro rank

Product category

Sports Consulting

NAICS

Spectator Sports (7112), Promoters of Performing Arts, Sports, and Similar Events (7113), Other Spectator Sports (711219)

SIC

Services-Amusement & Recreation Services (7900), Investment Advice (6282)

akta.pro industry

PRIMARYMPAKAKAL

Sports Business Consulting & Advisory (Strategy, Valuation, Due Diligence)

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Sports Management & Promotion Services

SECONDARYMPAKALAK

Sponsorship Sales, Valuation & Analytics Services (Rights Sales, Measurement, Consulting)

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Sports Sponsorship & Endorsements

SECONDARYMPAKALAA

Athlete & Team Sponsorship Deals (Official Partners, Jersey/Kit Sponsors)

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Sports Sponsorship & Endorsements

Keywords

• Sports consulting services
• Premium hospitality sales
• Sponsorship brokerage
• Sports revenue advisory
• Corporate hospitality consulting

Headquarters

HQ city

Orlando

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Professional Services - Strategic Partnerships: SSG provides strategic partnership brokerage between sports teams, properties, and brands to drive revenue and enhance fan experiences. Revenue generated through consulting fees, partnership facilitation commissions, and retainer arrangements.
2. Premium Hospitality Sales: Sales of premium and luxury hospitality experiences for major sports events. SSG curates and sells corporate hospitality packages for marquee sporting events including F1, MLB, and NFL venues.
3. Sponsorship Sales: Facilitates sponsorship sales between brands and sports properties, helping organizations maximize sponsorship revenue through strategic partnership building.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Strategic Sports Group is a sports and entertainment consulting firm that helps professional sports teams, leagues, event organizers, and corporate brands drive revenue through strategic partnerships, premium seat and ticket sales, sponsorship brokerage, and curated corporate hospitality experiences. The firm also provides industry trend analysis and assists clients with high-net-worth client management and luxury event sales across MLB, MLS, F1, and other major sports properties.

Product overview

Strategic Sports Group is a sports and entertainment consultancy offering a unified suite of services: Strategic Partnerships, Sales & Revenue Generation, Corporate Hospitality, Premium Client Relationships, and Industry Trends. The company provides customized consulting to help sports organizations and corporate clients create unforgettable experiences, drive revenue, and forge strategic partnerships. Their approach combines expertise in premium seating sales, sponsorship strategy, hospitality management, and market data analysis to deliver maximum returns for clients.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Set record contractual revenue from seats and suites ($247M) for Atlanta Braves at SunTrust Park
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators6 records

Recent moves3 records

Expansion highlights3 records

Emerging players

• Excel Sports Management: Excel Sports Management is a sports agency focused on athlete representation, marketing, and endorsements. Overlaps with SSG in the high-net-worth client and sponsorship brokerage space, particularly in golf and MLB.

Broad incumbents

• Octagon: Octagon is a global sports marketing agency offering sponsorship consulting, athlete management, and event services. Comparable to SSG as a sponsor-side advisor and sports marketing partner for major brands and properties.
• CAA Sports: CAA Sports is the sports division of Creative Artists Agency, providing marketing, sponsorship, and consulting services to leagues, teams, and brands. Comparable to SSG as a strategic advisory partner for sports properties and corporate sponsors.
• MKTG (Dentsu Sports International): MKTG is the sports and experiential marketing arm of Dentsu, providing sponsorship consulting, activation, and hospitality services globally. Comparable to SSG as a sponsorship sales and corporate hospitality partner for major sports properties.
• Endeavor (WME): Endeavor owns WME, a global talent and sports agency, and has invested heavily in sports advisory businesses (e.g., Open Era). It competes with SSG in the broader sports advisory and premium experience space at significantly larger scale.
• Roc Nation Sports: Roc Nation Sports is the sports division of Roc Nation, providing athlete representation, consulting, and partnership services. Comparable to SSG in the sports advisory and sponsorship activation space, though at a larger scale.

Direct peers

• Legends Hospitality: Legends Hospitality is a sports and entertainment consultancy that provides premium hospitality, sponsorship sales, and venue planning services for teams and stadiums. Highly comparable to SSG in premium seating and corporate hospitality offerings across MLB and NFL properties.
• Front Row Marketing: Front Row Marketing Partners is a sports sponsorship and consulting agency that helps brands and properties activate partnerships. Comparable to SSG as a sponsorship-focused advisory serving teams, leagues, and corporate brands.
• Engine Shop: Engine Shop is a sports and entertainment marketing agency offering sponsorship sales, consulting, and event services. Comparable to SSG as a sponsorship sales and strategic partnership advisor for teams, leagues, and brands.
• Elevate Sports Ventures: Elevate Sports Ventures provides strategy, sales, and analytics services to sports teams, leagues, and venues. Highly comparable to SSG's premium seat sales, sponsorship sales, and hospitality consulting offerings.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

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 Strategic Sports Group