Prism Sport + Entertainment

Name

Prism Sport + Entertainment

Legal name

VML

Website

https://prismteam.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Sports and Entertainment Marketing Services

NAICS

Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Sports Brand Strategy & Creative Services (Design, Content, Social) (MPAKAKAF)

Keywords

• Sports marketing services
• Experiential brand activations
• Entertainment partnerships
• Sponsorship strategy
• Event production services

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Sport, Experiential & Entertainment Services: Professional services revenue from connecting brands with consumers through sport partnerships, experiential activations, and entertainment properties. Includes partnership identification, creative development, event logistics, content production, rights negotiation, talent management, and social distribution.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Prism Sport + Entertainment, operating as VML Live within VML (a WPP company), is a sports and entertainment marketing agency that connects global brands with consumers through sport partnerships, experiential activations, and entertainment property collaborations. Services span partnership identification and evaluation, creative development, event logistics, content production, rights negotiation, talent management, and social distribution, supported by proprietary measurement tools (SCORE, GFI, FNX, PULSE).

Product overview

VML's Sport, Experiential & Entertainment division operates primarily through VML Live, a unified experiential marketing service that combines strategic planning, creative development, and flawless execution across live events, sports sponsorships, and entertainment partnerships. The offering is supported by four proprietary analytical tools: SCORE (partnership strategy methodology), Global Fan Index (GFI, property evaluation across 76 markets), FNX (music culture mapping), and PULSE (ROI measurement). Together, these tools enable end-to-end activation from strategy through measurement.

Differentiator

Problem solved

Functional benefit

Brands

• VML Live: VML's live experiences division that delivers sport, experiential and entertainment activations, including events, brand experiences, and partnerships.

Products and services

• VML Live (Sport, Experiential & Entertainment Service) A unified experiential marketing service that delivers brand experiences across sport, experiential, and entertainment properties, encompassing partnership identification and evaluation, creative development, event logistics, content production, rights negotiation, talent management, and social amplification for global enterprise brand clients.
• SCORE Bespoke partnership activation strategy tool that helps develop optimal activation strategies for brands to deliver maximum impact from sport and entertainment sponsorship partnerships.
• Global Fan Index (GFI) Property evaluation tool that delivers insight into fan passion point engagement across 76 different markets, helping brands assess and select optimal sport and entertainment properties for partnerships.
• FNX Culture mapping tool that understands fan behaviour in music culture, identifies parts of music culture relevant to brands, and recommends partner assets to deliver growth in entertainment marketing.
• PULSE Measurement tool that pinpoints exactly how an experience delivers return on investment, providing quantitative metrics for experiential marketing campaigns and partnership activations.

Named customers8 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

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• RNIB (Royal National Institute of Blind People)coreStrategic or Co-development PartnerPartnership with Canon to develop World Unseen - an accessible photography exhibition initiative that allows visually impaired people to experience photography through other senses.
• Newcastle UnitedcoreStrategic or Co-development PartnerPartnership with Sela to give deaf fans a new way to experience football through the Unsilence the Crowd initiative.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• MKTG: MKTG (part of Dentsu) is a global experiential and lifestyle marketing agency specializing in live brand experiences, sports partnerships, and entertainment activations — a direct peer in category and delivery model.
• Jack Morton Worldwide: Jack Morton is a leading global brand experience agency with deep expertise in experiential marketing, sponsorship activation, and live events — a near-direct competitor for brand-experience mandates across sport and entertainment.
• Momentum Worldwide: Momentum Worldwide is an Interpublic-owned experiential marketing agency that delivers brand experiences, sponsorship activation, and events — closely matching Prism's experiential and entertainment activation offering.
• Wasserman: Wasserman is a major sports marketing, talent management, and experiential agency with comparable end-to-end capabilities in sponsorship, athlete representation, and brand experience — directly competing for similar global brand briefs.
• Octagon: Octagon is the global sports marketing arm of Omnicom and the closest direct competitor to Prism/VML Live, offering sponsorship strategy, athlete management, and brand activation across major sports rights — the same core service Prism delivers.

Broad incumbents

• Endeavor: Endeavor (parent of WME, IMG, and 160over90) is a broad incumbent in sports and entertainment representation, marketing, and experiences — overlapping with Prism's entertainment partnership and talent management work, but at much greater scale.
• R/GA: R/GA (IPG) is a broader digital and brand experience agency with growing experiential and sport-adjacent capabilities — an incumbent peer rather than direct competitor, competing for similar client mandates from a wider portfolio position.

Emerging players

• Two Circles: Two Circles is a sports data and analytics agency that combines fan-data insights with commercial strategy for rights holders and brands — overlapping with Prism's GFI/SCORE measurement and partnership evaluation capabilities.
• Essentially: Essentially is a sport and entertainment marketing agency focused on partnership strategy, creative campaigns, and influencer activation — closely comparable in scope though smaller in scale than Prism.

Others

• Huge: Huge (IPG) is a digital transformation and experience design agency with overlapping experience-design capabilities but a stronger digital/CRM focus; adjacent rather than directly competitive with Prism's sport/experiential specialization.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/vml
• Xx.com/PRISM_Worldwide

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 Prism Sport + Entertainment