What entertainment marketing does

Situation (legally Situation Group) is a New York-headquartered digital marketing agency that exclusively serves live experience brands, including Broadway productions, professional sports franchises, concert and entertainment venues, and cultural institutions. The firm operates a B2B professional services model, delivering full-funnel campaigns that span paid media strategy, social media marketing, digital audio, creative development, and audience research. Documented marquee clients include the New York Yankees, Madison Square Garden, Sphere Las Vegas, Disney's Aladdin, the Wicked 20th anniversary campaign, the Radio City Christmas Spectacular, Netflix Sports, HBO's House of the Dragon, and Major League Soccer.

The agency's core offering is a unified digital marketing service rather than a modular platform, but it is supported by an integration stack spanning Google Marketing Platform, The Trade Desk, Criteo, Meta, TikTok, Snapchat, Pinterest, Reddit, X, Spotify, YouTube, Google Analytics, Hotjar, and Snowplow for attribution and analytics, plus a Ticketmaster tag for ticketing-side performance tracking. Adjacent products include the Fandom Unpacked podcast (distributed on Apple Music, Spotify, and Amazon Music), the Insights & Impact research library, the quarterly Broadway Audience Series livestream program, and The Fandom Unpacked Guide. Founder and president Damian Bazadona hosts the podcast alongside Peter Yagecic and Maureen Andersen, and has received the Broadway League Impact Award and AACSB Influential Leader Award in 2025.

Commercially, Situation generates revenue through custom-quoted project fees, retainers, and performance-based engagements, with pricing tied to campaign scope and complexity. The firm is privately held under Situation Group with no disclosed external institutional investment. It operates two offices: a headquarters at 469 7th Avenue, 13th Floor, New York, NY 10018, and a wholly-owned UK subsidiary, Situation UK, at 88 Kingsway, London WC2B 6AA. Strategic partnerships with INTIX (ticketing professionals, August 2025), NYU (research and talent, December 2024), and Ticketmaster (audience research) extend its ecosystem position within the live-experience category.

Name

entertainment marketing

Legal name

Situation Group

Website

https://entertainmentmarketing.com

Company type

Private

Operating status

Operating

Short description

Situation (Situation Group) is a New York-headquartered digital marketing agency that builds audiences for live experience brands, including Broadway productions, professional sports franchises, entertainment venues, and cultural institutions, delivering paid media, social, creative, and audience research services to enterprise clients such as the Yankees, Madison Square Garden, and Sphere Las Vegas.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Marketing Agency Services: Full-service digital marketing agency providing strategic planning, paid media management, creative services, and campaign execution for live experience brands including Broadway productions, sports teams, entertainment venues, and cultural institutions. Revenue is generated through project fees, retainers, and performance-based engagements.

Go-to-market motion3 records

Distribution channels1 record

Marketing channels6 records

Core offering

Situation is a full-service digital marketing agency that builds audiences for live experience brands including Broadway productions, professional sports teams, entertainment venues, and cultural institutions. The agency delivers strategic planning, paid media management, creative development, and campaign execution across TV, digital, social, and audio channels, complemented by proprietary audience research through the Fandom Unpacked platform and thought leadership content such as livestreams and podcasts.

Product overview

Situation (Situation Group) is a marketing agency for live experiences, operating as a single unified service offering rather than a platform-plus-modules architecture. The company's core offerings include: (1) Livestreams and Webinar Series featuring industry conversations about live experience marketing, including the Broadway Audience Series and Fandom Unpacked livestream programming; (2) Fandom Unpacked Podcast featuring interviews with leaders from sports, culture, and entertainment brands; (3) Insights & Impact Research providing articles and reports on industry trends; and (4) Digital Marketing Campaigns delivering paid media, social, and creative services for theater, sports, and entertainment clients. These offerings are interconnected—the company uses original research and proprietary insights to inform their marketing campaigns while sharing learnings through their content series and podcast, creating a unified brand voice around audience development for live experiences.

Differentiator

Problem solved

Functional benefit

Brands

• Fandom Unpacked: Podcast series featuring conversations with leaders of live experience brands about audience connection, loyalty, and fandom

Products and services

• Digital Marketing Campaigns Comprehensive digital marketing agency services including paid media strategy, paid social management, digital audio campaigns, search marketing, creative development, and omnichannel campaign execution for live experience brands across Broadway, professional sports, entertainment venues, and cultural institutions. Services are delivered through project fees, retainers, and performance-based engagements.

Quantifiable outcome

• Digital sales jumped 95% for Radio City Christmas Spectacular campaign
• +5 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration16 records

Feature2 records

Partnerships

Three partnerships are on record, tiered core and major.

• INTIX (International Ticketing Association)coreStrategic or Co-development Partner · 1 August 2025Official partnership announced in August 2025 connecting Fandom Unpacked podcast with INTIX's live entertainment ticketing professional community. INTIX is the leading international organization for ticketing professionals in arts, sports, and entertainment.
• NYU (New York University)coreStrategic or Co-development Partner · 1 December 2024Partnership to shape the future of experience marketing through collaboration on research, thought leadership, and talent development in the live entertainment marketing space.
• TicketmastermajorStrategic or Co-development PartnerResearch partnership for The Intermittent Audience livestream exploring how occasional theatergoers discover Broadway. Collaborated on new research focused on infrequent theatergoers and adjacent live entertainment audiences including perceptions of pricing, accessibility, IP, celebrity casting, and discovery platforms.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• MKG: Experiential marketing and creative agency serving live-music, sports, and entertainment brands. Directly comparable to Situation in connecting brands with audiences through live-event storytelling.
• GMR Marketing: Experiential and sports marketing agency working with global brands, leagues, and entertainment properties. Comparable to Situation in audience engagement and live-experience campaign execution.
• 160over90: Endeavor-owned creative and marketing agency focused on sports, entertainment, and culture brands. Closely comparable to Situation in serving major sports franchises and entertainment properties with brand-led, audience-driven campaigns.
• Octagon: Global sports marketing agency with deep relationships across pro leagues, governing bodies, and event organizers. Comparable to Situation in targeting sports and live-experience clients with audience-building and activation work.
• Wasserman: Sports, music, and entertainment marketing agency representing leagues, teams, brands, and talent. Overlaps directly with Situation's sports franchise and live-event client base.
• Sparks: Experiential and live-event marketing agency producing brand experiences, pop-ups, and event activations. Comparable to Situation's live-experience audience-building remit from the experiential execution angle.
• The Marketing Arm: Omnicom experiential and entertainment marketing agency working with sports leagues, media brands, and entertainment clients. Overlaps with Situation in sports and entertainment audience activation.

Broad incumbents

• Jack Morton Worldwide: Publicis-owned global brand experience agency with deep sports and entertainment experience practice. Larger and broader portfolio than Situation, but competes for the same live-experience RFPs.
• Momentum Worldwide: IPG/McCann global experiential and shopper marketing agency. Comparable to Situation in experiential campaign design for live and entertainment brands, but at significantly larger scale and broader scope.
• Dentsu Sports: Dentsu's dedicated sports and entertainment marketing division, serving global sports properties and entertainment brands. Comparable in client category to Situation but operating at holding-company scale with end-to-end media and creative capabilities.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/situation-interactive
• Instagraminstagram.com/situationinteractive
• Facebookfacebook.com/SituationInteractive

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 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 entertainment marketing