Exceed Sports & Entertainment

What Exceed Sports & Entertainment does

Exceed Sports & Entertainment is a Singapore-headquartered B2B event services and sponsorship consultancy operating across Asia-Pacific. Founded in 2013, the firm runs four regional offices in Singapore, Bangkok, Hong Kong, and Kuala Lumpur, and stages events in 10 countries around Asia. It is led by co-founder and CEO Martin Capstick and describes itself as an 'award-winning industry leader' in health and fitness mass participation events in the region. The legal entity is Exceed Sports & Entertainment Ltd, privately held with no disclosed parent, investors, or funding rounds.

The company's service portfolio consists of four interconnected lines: Event Conceptualization & Creation, Sponsorship Activation, Sponsorship Consultancy, and Rights Representation & Sales. It also operates a portfolio of branded event properties, including Spartan Race Thailand (2017-2019), Glow Festival (2019), and The Music Run series across multiple Asian cities (2016-2017). Clients include 25+ named enterprise brands spanning insurance (AIA, Philam Life), aviation (AirAsia), beverages (Coca-Cola, Singha Corporation), banking (Siam Commercial Bank, Cathay), telecom (AIS, Singtel, Alcatel), FMCG (PUMA, Gillette, Oakley, Saucony), and technology/streaming (Huawei, Spotify, JOOX, Grab), plus public-sector clients such as Thai Tourism Authority.

Revenue is generated through professional services fees on a quote-based, B2B engagement model executed via direct enterprise field sales from the four regional offices. There is no proprietary technology platform, mobile app, API, or AI/ML capability disclosed; the firm's value proposition rests on regional office footprint, local market expertise, and an experienced team of international and local specialists. Pricing is not publicly disclosed, ownership is not disclosed, and no financial, headcount-growth, or funding data has been made public.

Name

Exceed Sports & Entertainment

Legal name

EXCEED SPORTS & ENTERTAINMENT LTD

Website

https://exceedse.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Exceed Sports & Entertainment is a Singapore-based B2B event services and sponsorship consultancy operating across 10 Asian countries from four regional offices, serving enterprise brands with event conceptualization, sponsorship activation, consultancy, and rights representation services.

Ownership category

akta.pro rank

Product category

Event Management and Sponsorship Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events (7113)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industries

Hospitality, VIP & Experiential Sponsorship (Suites, Fan Zones, On-Site Activations) (MPAKALAH), Media & Broadcast Sponsorship (In-Game Broadcast, Streaming Sponsorship) (MPAKALAF)

Keywords

• Event management services
• Sponsorship activation
• Sports event marketing
• Sponsorship consultancy
• Rights representation

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Event Conceptualization & Creation: Fees for planning and executing sports and entertainment events tailored to client business objectives with measurable results.
2. Sponsorship Activation: Fees for activating existing sponsorship commitments for clients, helping them maximize value from their sponsorship investments.
3. Sponsorship Consultancy: Advisory fees for providing independent market knowledge and Asian expertise to help clients navigate sponsorship opportunities.
4. Rights Representation & Sales: Commercialization of rights holder assets and connecting brands with sponsorship inventory and commercial rights.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Exceed Sports & Entertainment is a B2B professional services firm that conceptualizes, creates, and executes sports and entertainment events across Asia. The company sells four core service lines — Event Conceptualization & Creation, Sponsorship Activation, Sponsorship Consultancy, and Rights Representation & Sales — to corporate brand clients seeking measurable sponsorship ROI and Asia-specific market expertise. It also operates branded mass-participation event properties such as Spartan Race Thailand, Glow Festival, and The Music Run series.

Product overview

Exceed Sports & Entertainment operates as a unified service offering centered around sports and entertainment event management. The core portfolio consists of four interconnected service lines: Event Conceptualization & Creation, Sponsorship Activation, Sponsorship Consultancy, and Rights Representation & Sales. These services work together to deliver comprehensive event and sponsorship solutions across Asia. The company also operates a portfolio of branded event properties including Spartan Race Thailand, Glow Festival, and The Music Run series across multiple Asian cities. Operating from 4 regional offices (Singapore, Thailand, Hong Kong, Malaysia), the company stages events in 10 countries throughout Asia.

Differentiator

Problem solved

Functional benefit

Products and services

• Event Conceptualization & Creation

Named customers26 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• IMG (Endeavor): Global sports and entertainment agency with deep Asia-Pacific operations covering sponsorship sales, event management and rights representation. Encompasses Exceed's full service stack but at vastly greater scale and with global reach.
• CAA Sports (Creative Artists Agency): Sports marketing and consulting arm of CAA, providing sponsorship sales, activation and brand consultancy globally including Asia. Competes for the same enterprise brand mandates as Exceed at a much larger scale.
• Dentsu Sports: Sports marketing arm of Dentsu, the largest advertising network in Asia. Bundles sponsorship sales and activation with broader media and creative services — competitor for enterprise brand mandates across the region.

Direct peers

• Octagon: Global sports marketing agency providing sponsorship consulting, activation and rights sales across Asia. Directly comparable service offering to Exceed's four revenue streams, with stronger North American/European client base.
• Lagardère Sports: Sports marketing agency with established APAC operations delivering sponsorship sales, consultancy and event expertise. Comparable scale and service mix to Exceed with European parent.
• Infront Sports & Media: Sports marketing and media rights company with strong presence across Asian markets, offering sponsorship sales, event management and consultancy — closely mirrors Exceed's service portfolio and Asia focus.
• Two Circles: Data-driven sports marketing agency providing sponsorship strategy and activation for brands and rights holders. Overlaps with Exceed's consultancy and rights representation work, with stronger data analytics positioning.
• CSM Sport & Entertainment: Sport sponsorship and entertainment consultancy operating globally with Asia-Pacific offices. Provides sponsorship strategy, activation and rights representation — directly overlapping Exceed's core services.
• Wasserman: Sports marketing, sponsorship consulting and talent management agency with growing Asia-Pacific footprint. Direct competitor in sponsorship sales, activation and brand consultancy.

Regional players

• Hakuhodo DY Sports: Sports marketing division of Japan's Hakuhodo advertising group, active in sponsorship and event management. Regional competitor focused primarily on Japan but extending across Asia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/ThisIsExceed

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Exceed Sports & Entertainment