What Eventive Sports Properties, Llc does

Eventive Sports Properties, LLC is a Birmingham, Alabama-based sports event management company founded in 1995 by Ronald Bruno and Gene Hallman, and acquired by Troon (the world's largest golf-related hospitality service company) in January 2024. The company provides turnkey event management services across four primary verticals — golf, gameday operations, motorsports, and collegiate sports — plus a catering/hospitality division (Bruno Hospitality) and an "other events" practice covering boxing, cycling, tennis, and multi-sport events such as The World Games 2022. Its wholly-owned subsidiary ZOOM Motorsports serves as the exclusive promoter and event manager for Barber Motorsports Park, running IndyCar, MotoAmerica, SRO, and vintage events.

The company serves a B2B client base of professional sports governing bodies (PGA TOUR, PGA TOUR Champions, Korn Ferry Tour, LPGA, IndyCar, MotoAmerica, SRO, SEC, NCAA), universities (University of Alabama, Auburn, Alabama A&M, Alabama State, Rose Bowl Stadium), and corporate sponsors (Regions Bank, BMW, Amazon, Coca-Cola, Principal Financial, Butterfield, Memorial Health, Children's of Alabama). Service offerings span sales and sponsorship coordination, marketing and PR, operations and volunteer management, hospitality, and turnkey event execution. Notable recurring franchises include the Regions Tradition (PGA TOUR Champions major), BMW Championship, Principal Charity Classic ($53.7M+ raised for Iowa kids since 2007), Memorial Health Championship, Butterfield Bermuda Championship (the first official PGA TOUR event in Bermuda), the SEC Baseball Tournament (managed for 22 years), and the Amazon Magic City Classic (the largest HBCU Classic in the country).

The business model is quote-based professional services with relationship-driven business development; pricing is not publicly disclosed and contracts are tailored to event scope. Revenue is generated through event management fees, sponsorship coordination, and on-site hospitality/F&B (via Bruno Hospitality). The company operates from a Birmingham headquarters with offices in Scottsdale (Troon HQ), Tuscaloosa, Springfield (IL), and Urbandale (IA), and runs events across Alabama, Iowa, Colorado, Illinois, South Carolina, and Bermuda. It is not a technology company and has no disclosed AI/ML capabilities or proprietary software platform.

Name

Eventive Sports Properties, Llc

Legal name

Eventive Sports Properties, LLC

Website

https://eventivesports.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

51–100 employees

Short description

Eventive Sports Properties is a Birmingham, Alabama-based sports event management firm providing turnkey event operations, sponsorship, and hospitality services for golf, gameday, motorsports, collegiate, and other sporting events for governing bodies, universities, and corporate sponsors.

Ownership category

akta.pro rank

Product category

Sports Event Management Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events (7113), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Other Spectator Sports (711219)

SIC

Services-Amusement & Recreation Services (7900), Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Sports Event Promotion & Tournament Operations (MPAKAKAC)

Keywords

• Sports event management
• Golf tournament management
• Gameday operations
• Motorsports event promotion
• Collegiate sports management

Headquarters

HQ city

Birmingham

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D, Infrastructure, Others

Revenue model

1. Event Management Services: Full-service event management fees charged to sports governing bodies, universities, and event organizers for turnkey operations including hospitality, marketing, activations, and experiential marketing services.
2. Golf Tournament Management: Manages major golf tournaments (Regions Tradition, Butterfield Bermuda Championship, Principal Charity Classic, BMW Championship, Memorial Health Championship) on behalf of tour organizations. Revenue derived from tournament management fees and sponsorship coordination.
3. Motorsports Event Promotion: Through ZOOM Motorsports, promotes and manages events at Barber Motorsports Park including Indy Grand Prix, Barber Vintage Festival, MotoAmerica SuperBikes, and SVRA Speed Tour.
4. Gameday Operations Services: Provides gameday operations to universities and stadiums including University of Alabama, Auburn University, Rose Bowl Stadium, and others. Services include door-to-door event execution, hospitality, and fan experience management.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels2 records

Core offering

Eventive Sports Properties, LLC provides turnkey sports event management services to professional sports tours, governing bodies, universities, and venues. Core offerings span golf tournament management (PGA TOUR, PGA TOUR Champions, Korn Ferry Tour, LPGA events), gameday operations for universities and stadiums, motorsports event promotion through its ZOOM Motorsports subsidiary at Barber Motorsports Park, collegiate sports event management (HBCU classics, SEC tournaments), and other international sporting events. The company also operates Bruno Hospitality for catering and hospitality services.

Product overview

Eventive Sports is a sports event management company offering turnkey event management services across multiple divisions: Golf (managing tournaments like Regions Tradition, Butterfield Bermuda Championship, Principal Charity Classic), Gameday Operations (university and stadium events), Motorsports (ZOOM Motorsports at Barber Motorsports Park), Collegiate Sports (HBCU classics, SEC tournaments), Other Events (World Games, boxing, cycling), and Catering (Bruno Hospitality). The company provides a unified portfolio of event management, marketing, hospitality, and operations services rather than a single software product.

Differentiator

Problem solved

Functional benefit

Products and services

• Golf Tournament Management
• Gameday Operations Services Full-service, turnkey sports event management for gameday hospitality, operations, activations, and experiential marketing for universities and stadiums including University of Alabama, Auburn University, Rose Bowl Stadium, and Birmingham Stallions.
• Motorsports Event Promotion and Management Motorsports event promotion and management services through ZOOM Motorsports at Barber Motorsports Park, including sales, operations, hospitality, ticketing, and event services for IndyCar, MotoAmerica SuperBikes, SRO/SVRA, and the Children's of Alabama Indy Grand Prix.
• Collegiate Sports Event Management Management of collegiate and amateur sporting events including HBCU classics (Amazon Magic City Classic), conference tournaments (SEC Baseball Tournament managed 22 years), and championship events for NCAA, SEC, and other governing bodies.
• Other Sporting Events Management Event management services for varied sporting events including The World Games 2022, Davis Cup (USTA), WBC Heavyweight Championship fights, USA Crits cycling events, and other international multi-sport events.
• Bruno Hospitality Catering and Hospitality Services Catering and hospitality services delivered through the Bruno Hospitality subsidiary at Barber Motorsports Park, providing event-day food service, concessions, and hospitality operations for motorsports and other events.

Quantifiable outcome

• Regions Tradition has raised more than $17 million for Alabama charities
• +4 more outcomes

Named customers19 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

26 partnerships are on record, tiered core and minor.

• PGA TOURcoreStrategic or Co-development PartnerEventive Sports manages multiple PGA TOUR events including the Regions Tradition (major championship), BMW Championship, Butterfield Bermuda Championship, and Memorial Health Championship on the Korn Ferry Tour.
• PGA TOUR ChampionscoreStrategic or Co-development PartnerManages Regions Tradition as a major championship on the PGA TOUR Champions schedule, continuing a legacy that began with the Bruno's Memorial Classic in 1991.
• SEC (Southeastern Conference)coreStrategic or Co-development PartnerLong-standing partnership managing SEC Baseball Tournament for 22 years and SEC Women's Golf Championship. Events are televised on SEC Network.
• LPGAcoreStrategic or Co-development PartnerListed as proud partner for LPGA events, providing tournament management and operations services.
• NCAAcoreStrategic or Co-development PartnerOfficial partner for NCAA collegiate athletics events and championships.
• IndyCarcoreStrategic or Co-development PartnerThrough ZOOM Motorsports, promotes the Children's of Alabama Indy Grand Prix at Barber Motorsports Park - an official PGA event on the IndyCar schedule.
• MotoAmericacoreStrategic or Co-development PartnerManages MotoAmerica SuperBikes Championship of Alabama at Barber Motorsports Park.
• SRO (Stephane Ratel Organisation)coreStrategic or Co-development PartnerManages GT World Challenge America and Speed Tour events at Barber Motorsports Park.
• Barber Motorsports ParkcoreStrategic or Co-development PartnerZOOM Motorsports is the exclusive promoter and event management team for the world-renowned Barber Motorsports Park in Birmingham, Alabama.
• Alabama A&M UniversitycoreStrategic or Co-development PartnerPartner in the Amazon Magic City Classic presented by Coca-Cola - the largest HBCU Classic in the country, played annually at Legion Field.
• Alabama State UniversitycoreStrategic or Co-development PartnerPartner in the Amazon Magic City Classic presented by Coca-Cola - annual football rivalry game against Alabama A&M.
• University of AlabamacoreStrategic or Co-development PartnerProvides comprehensive gameday operations including all door-to-door fan experience elements for University of Alabama athletics.
• Auburn UniversitycoreStrategic or Co-development PartnerProvides gameday operations services for Auburn University athletics programs.
• Rose Bowl StadiumcoreStrategic or Co-development PartnerProvides event operations services at the historic Rose Bowl Stadium in Pasadena, California.
• USTA (United States Tennis Association)coreStrategic or Co-development PartnerBrought Davis Cup Quarterfinal Tie to Birmingham in 2017. Served as boots on the ground working with USTA on ticket sections, price points, hospitality options, and logistics.
• World Games 2022coreStrategic or Co-development PartnerManaged The World Games 2022 in Birmingham, AL - recognized by the International Olympic Committee, featuring 3,600 athletes from 100+ countries in 33 unique sports.
• World Boxing Council (WBC)coreStrategic or Co-development PartnerTeamed with Deontay Wilder's management company and City of Birmingham to host four WBC Heavyweight Championship fights, all broadcast worldwide.
• NTTminorStrategic or Co-development PartnerTechnology partner for sports timing and data solutions, listed among proud partners.
• Regions BankcoreStrategic or Co-development PartnerTitle sponsor of the Regions Tradition major golf championship, one of the flagship events on PGA TOUR Champions schedule.
• AmazoncoreStrategic or Co-development PartnerPresenting sponsor of the Amazon Magic City Classic, the largest HBCU Classic in college football.
• Coca-ColacoreStrategic or Co-development PartnerPresenting sponsor of the Amazon Magic City Classic presented by Coca-Cola.
• ButterfieldcoreStrategic or Co-development PartnerTitle sponsor of the Butterfield Bermuda Championship, the first official PGA TOUR event in Bermuda.
• Principal Financial GroupcoreStrategic or Co-development PartnerTitle sponsor of the Principal Charity Classic in Des Moines, Iowa, dedicated to investing in Iowa kids with over $53.7 million raised since 2007.
• BMWcoreStrategic or Co-development PartnerTitle sponsor of the BMW Championship featuring top 70 PGA TOUR players competing for FedEx Cup points.
• Memorial HealthcoreStrategic or Co-development PartnerPresenting sponsor of the Memorial Health Championship on the Korn Ferry Tour in Springfield, Illinois.
• Children's of AlabamacoreStrategic or Co-development PartnerTitle sponsor of the Children's of Alabama Indy Grand Prix at Barber Motorsports Park.

Scale indicators9 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• CAA (Creative Artists Agency): Large entertainment and sports agency with a sports division handling event strategy, sponsorship, and properties. Adjacent/incumbent peer given broader scope but overlapping services in sports event consulting and execution.

Direct peers

• Lagardère Sports: Global sports marketing and event management business serving federations, rights holders, and brands across multiple sports. Comparable in providing turnkey event operations and sponsorship sales services.
• CSM Sport & Entertainment: International sports marketing and events agency offering sponsorship, event management, and brand activation services. Comparable in B2B go-to-market to sports federations, brands, and venues.
• Centerplate: Stadium and arena hospitality partner providing catering, concessions, and premium services. Directly comparable to Eventive's Bruno Hospitality catering subsidiary operating inside a sports venue.
• Delaware North: Hospitality and food service company that operates at major sports and entertainment venues. Comparable to Bruno Hospitality and Eventive's venue-based hospitality operations at stadiums and racetracks.
• Legends Hospitality: Provides gameday operations, premium hospitality, and event services to professional sports teams and stadiums. Directly comparable to Eventive's Gameday Operations division and its venue-based service model.
• On Location Experiences: Premium hospitality and event experiences provider for major sporting events (NFL, PGA, etc.). Comparable in delivering high-end hospitality packages, fan experiences, and on-site event services for marquee sports properties.
• Wasserman: Global sports marketing, events, and representation agency with deep work in golf and major sports. Comparable in providing event management, sponsorship activation, and client services to sports properties and brands.
• IMG (Endeavor): IMG operates a large sports events division that manages tournaments, properties, and federation relationships worldwide. Comparable as a turnkey sports event management and rights business serving governing bodies and brands.
• Octagon: Global sports marketing and event management agency that produces, markets, and manages major events across golf, motorsports, and other sports. Directly comparable in service scope and B2B go-to-market to sports governing bodies and sponsors.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries2 records

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 Eventive Sports Properties, Llc