NRG Experiential

What NRG Experiential does

NRG Experiential (legal entity NRG Marketing LLC) is a privately held, full-service experiential marketing agency founded in 2003 and headquartered in Los Angeles, California. The company designs and executes brand activations at the intersection of sports, music, and culture for major enterprise clients, including T-Mobile, Google Pixel, McDonald's, Nike, 2K Games, The North Face, Red Bull, Timberland, Allbirds, and Visit Seattle. Core service offerings span event production, retail activations, sponsorship activation, mobile marketing tours, and grass roots marketing, supported by in-house capabilities in creative and fabrication, staffing and logistics, shipping and storage, permitting and sales fulfillment, and metrics and measurement.

The business operates on a project-based professional services model, winning engagements primarily through direct enterprise sales, creative pitches, and demonstrated category expertise. Revenue is generated from custom campaign fees that vary by activation type, geographic scope, production complexity, and duration. NRG has executed activations across the U.S. and internationally in markets including Tokyo and Slovenia, leveraging a network of trusted local partners. The agency has won multiple industry awards, including two 2023 Ex Awards (Best Press/Launch Event for NBA 2K23; Best Event on a Budget for the Saints Row Preview Event) and a 2024 BizBash Event Experience Award for Best Use of Onsite Event Technology via the Travel Nevada Dark Skies VR360 project.

NRG differentiates through 20+ years of brand recognition, deep sports and entertainment sponsorship access (NBA, WNBA, F1, MLB), an extensive portfolio of award-winning activations, and the ability to integrate emerging technologies such as AI-powered interactive experiences (Google Gemini, AI photo editing) and VR/360 environments into client campaigns. The firm remains independent and bootstrapped, with no disclosed outside funding or parent company ownership.

Name

NRG Experiential

Legal name

NRG Marketing LLC

Website

https://madewithnrg.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

NRG Experiential is a Los Angeles-based, full-service experiential marketing agency that designs and executes brand activations at the intersection of sports, music, and culture for Fortune 500 enterprise clients including T-Mobile, Google Pixel, McDonald's, Nike, and 2K Games.

Ownership category

akta.pro rank

Product category

Experiential Marketing Services

NAICS

Convention and Trade Show Organizers (561920), Convention and Trade Show Organizers (56192), Public Relations Agencies (541820)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Brand Activations & Experiential Campaign Design (MPAAAGAA)

akta.pro secondary industries

Activation/Experiential Creative Agencies (MPAAAAAO), Mobile/Digital Experiential (AR/VR, Interactive Installations) (MPAAAGAI)

Keywords

• Experiential marketing services
• Brand activation services
• Event production services
• Mobile marketing tours
• Sponsorship activation

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, Infrastructure

Revenue model

1. Experiential Marketing Services: NRG generates revenue through project-based professional services fees for designing, producing, and executing experiential marketing campaigns and brand activations for enterprise clients. Services include event production, retail activations, sponsorship activation, mobile marketing tours, and grass roots marketing programs.
2. Custom Brand Activation Programs: Revenue from creating and managing custom brand activation programs including pop-up retail experiences, mobile tours, and immersive brand installations. Pricing is project-based and varies by scope, scale, and complexity of activation.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

NRG Experiential is a full-service experiential marketing agency that designs, produces, and executes immersive brand activations for enterprise clients at the intersection of sports, music, and culture. Core service lines include Event Production, Retail Activations, Sponsorship Activation, Mobile Marketing, and Grass Roots Marketing, supported by in-house operational capabilities spanning creative, fabrication, staffing, logistics, shipping, storage, permitting, and measurement.

Product overview

NRG Experiential is a full-service experiential marketing agency that creates unforgettable brand activations at the intersection of sports, music, and culture. The company offers a comprehensive suite of service offerings rather than a software product platform. Core services include Event Production, Retail Activations, Sponsorship Activation, Mobile Marketing, and Grass Roots Marketing. The agency also provides operational support services including creative and fabrication, staffing and logistics, shipping and storage, permitting and sales fulfilment, and metrics and measurement. NRG has over 20 years of experience creating experiential moments for major brands including T-Mobile, Google Pixel, McDonald's, Nike, 2K Games, and many others. The company operates as an independent, senior-led team capable of executing global-scale tournaments while remaining nimble for rapid pivots.

Differentiator

Problem solved

Functional benefit

Products and services

• Event Production End-to-end production of immersive event environments for enterprise brands, including custom fabrication, talent booking, logistics, and lighting. Designed for one-night-only to once-in-a-lifetime events.
• Retail Activations In-store and pop-up brand activations designed to break scroll and spark real-world engagement, connecting commerce with culture through hands-on storytelling and in-person moments for enterprise brands.
• Sponsorship Activation Strategic activation services that help brands unlock the full potential of partnerships through purpose-driven roadmaps, sideline signage, and storytelling in stands, primarily for sports and entertainment sponsorships.
• Mobile Marketing Cross-country and one-city mobile marketing programs using custom vehicles, pop-up experiences, and tour staff to bring brands directly to consumers at events nationwide.
• Grass Roots Marketing Community-first engagement programs that bring like-minded people together through shared passions and genuine connection, creating spaces where brands show up with purpose.

Quantifiable outcome

• Over 1,000 guests in store for T-Mobile holiday activation
• +8 more outcomes

Named customers16 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

Feature4 records

Partnerships

25 partnerships are on record, tiered core, secondary and minor.

• 2K FoundationscoreStrategic or Co-development PartnerLong-standing partnership with 2K Foundations on community court renovation programs. NRG has executed multiple court builds with NBA athletes including LeBron James (Akron, Ohio), Anthony Davis (Chicago), Kevin Durant (Tokyo), Devin Booker (Mississippi), Kawhi Leonard (Moreno Valley), Jayson Tatum (St. Louis), and Luka Doncic (Ljubljana, Slovenia). Programs also include educational programming with technology donations and golf programming initiatives.
• The Robot Co.secondaryTechnology or IntegrationPartnered with The Robot Co. to create the 'Wonders of the W' activation at WNBA All-Star Weekend, combining Google Pixel technology with immersive desert-themed experience design.
• Google PixelcoreGTM or Marketing PartnerOngoing partnership for Google Pixel brand activations including Las Vegas Grand Prix 2025 experience, WNBA All-Star activations, and Portrait Portal installations showcasing Pixel camera and AI features.
• T-MobilecoreGTM or Marketing PartnerMajor client partnership for T-Mobile brand activations including Las Vegas Grand Prix events (2024, 2025), NYC Signature Store holiday activation, MLB 2025 Opening Day, and Meta Ray-Ban retail launch.
• Basketball Federation of SloveniaminorStrategic or Co-development PartnerCollaborated with the Basketball Federation of Slovenia to execute Luka Doncic hometown court renovation project in Ljubljana.
• Nejc Prah (Slovenian Designer)minorStrategic or Co-development PartnerSelected by Luka Doncic to design the court renovation artwork, creating bold geometric design utilizing jersey number 77 and Dallas Mavericks colors.
• MicrosoftsecondaryStrategic or Co-development PartnerPartnered with Microsoft and Apple to provide over 200 iPads to organizations for 2K Foundations educational programming during COVID-19 pandemic.
• ApplesecondaryStrategic or Co-development PartnerPartnered with Microsoft and Apple to provide over 200 iPads to organizations for 2K Foundations educational programming during COVID-19 pandemic.
• XboxsecondaryStrategic or Co-development PartnerPartnered with Xbox for LeBron James I Promise School court renovation and game room installation.
• Mr. BrainwashminorStrategic or Co-development PartnerEnlisted by Kawhi Leonard to create inspirational artwork for Moreno Valley court renovation, using his words to motivate the community through art.
• Mr. CartoonminorStrategic or Co-development PartnerLos Angeles tattoo artist and long-time friend of Devin Booker who created special court designs honoring the high school basketball legacies of Devin and his father in Moss Point, Mississippi.
• FATE (Japanese Muralist)minorStrategic or Co-development PartnerWell-known Japanese muralist who created meaningful artwork on Kevin Durant court in Tokyo, representative of KDCF and 2K Foundations missions.
• Go ParkeyminorImplementation/ SI/ Consulting PartnerLocal partner in Tokyo, Japan who helped execute the Kevin Durant court renovation project on site.
• Jocelyn HuminorStrategic or Co-development PartnerCustom All-Star Collection designer who created outfits inspired by four WNBA players for the Wonders of the W activation.
• Mia Lee (Artist)minorStrategic or Co-development PartnerCreated The Magic Mural featured in the Wonders of the W activation showcasing WNBA players.
• Rogue & Fox FloralminorStrategic or Co-development PartnerLocal floral artist who created branded flower wall for Allbirds LA Marathon activation with eco-friendly bounce back cards.
• Ben BallerminorStrategic or Co-development PartnerFashion designer contributing to NBA 2K20 launch event activations alongside The Shoe Surgeon and other fashion contributors.
• The Shoe SurgeonminorStrategic or Co-development PartnerFashion contributor to NBA 2K20 launch event, creating custom footwear installations for the experiential activation.
• Copacino FujikadominorImplementation/ SI/ Consulting PartnerCreative agency partner for Visit Seattle 'Kissing In The Rain' destination marketing activation.
• C+CminorImplementation/ SI/ Consulting PartnerAgency partner for Visit Seattle 'Kissing In The Rain' destination marketing activation.
• Bites & BashesminorStrategic or Co-development PartnerCatering partner for Nordstrom BP Collection Launch Party at Beverly Hills villa, providing culinary experiences.
• Golf. My. Future. My. Game.minorStrategic or Co-development PartnerGolf organization partnered with for 2K Foundations golf programming to foster diversity and create opportunities in golf for underserved youth.
• Ace Kids GolfminorStrategic or Co-development PartnerGolf organization partnered with for 2K Foundations golf programming providing access and opportunity for diverse youth.
• Underrated GolfminorStrategic or Co-development PartnerGolf organization partnered with for 2K Foundations golf programming initiatives.
• Max SansingminorStrategic or Co-development PartnerChicago artist who created electrifying art for Anthony Davis Boys & Girls Club refurbishment in Chicago.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Regional players

• TAIT: Live event experience and production company specializing in large-scale brand activations, concerts, and corporate events. Comparable in production execution capabilities though more focused on stage/structural production than NRG's full-service agency model.

Direct peers

• GMR Marketing: Global experiential marketing agency serving major brands with sports and entertainment activations, sponsorship activation, and consumer engagement programs. Direct competitor in the sports/entertainment intersection space NRG specializes in.
• Jack Morton Worldwide: Global experiential brand experience agency with deep expertise in events, sponsorships, and brand activations. Most direct competitor in the enterprise experiential marketing space, operating at greater scale than NRG.
• George P. Johnson Experience Marketing: Large independent experiential marketing agency serving enterprise tech and consumer brands with event marketing, brand activations, and trade shows. Highly comparable in services and client profile, but at materially larger scale.
• Mosaic Group: Experiential marketing agency focused on brand experiences, mobile tours, and live events for major consumer brands. Strong overlap with NRG's mobile marketing and retail activation capabilities.
• Sparks: Award-winning experiential marketing agency specializing in brand experiences, pop-ups, and mobile tours. Closely comparable in creative-led experiential work across consumer brands and sports/entertainment clients.
• MKG (formerly MKG Experiential): Independent experiential marketing agency delivering brand activations, events, and content programs. Comparable in scale and positioning to NRG, with similar emphasis on creative-led consumer brand work.

Broad incumbents

• Momentum Worldwide: Global experiential, sponsorship, and shopper marketing agency within a major network (IPG). Competes with NRG on enterprise experiential work but offers a broader portfolio of marketing services beyond experiential.
• HAKUHODO: Large global advertising and experiential network whose event marketing practice has executed campaigns in Tokyo and other Asian markets. Relevant as a broader incumbent with capabilities overlapping NRG's international work.

Emerging players

• Optimist: Creative experiential agency producing brand activations, events, and content for major consumer brands. Comparable in creative-led approach though smaller and more niche in scale than NRG.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@MadeWithNRG
• LinkedInlinkedin.com/company/nrg-marketing-llc
• Instagraminstagram.com/madewithnrg
• Xx.com/madewithnrg

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 NRG Experiential