Dallas-based Connect Partnership Group, a sports and entertainment agency, announced this week the acquisition of Illinois-based HARLON, a sponsorship sales agency that specializes in representing rights holders across sports, music, and entertainment, according to a news release.
According to the release, the acquisition will expand Connect’s portfolio of property sales clients and the addition of entertainment experiences to the company’s suite of offerings. The terms of the deal were not disclosed.
The announcement comes on the heels of the XFL selecting Connect as its sponsorship sales agency to enhance and execute the league’s corporate partnership strategy.
The XFL will work with Connect on linking data analytics, creativity, strategy and sales under one umbrella to create a simplified process for the league, its brand partners, and its broadcast partner.
As part of the acquisition, HARLON founder Scott Howard will join Connect as executive vice president of Property Sales out of the company’s Chicago office.
“For years, I’ve admired the impressive work the Connect Partnership Group team has done, and I could not be more excited to step in and be a part of the company during an incredible period of growth,” Howard said in the release. “I look forward to working alongside the Connect team and growing our business to provide the very best services for our clients.”
