r4e expands into sport with 50% stake in Buzz 16 Productions | Media Investment | Business
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Expanding its offer outside stage and theatre and into the world of sport, entertainment marketing communications group reach4entertainment enterprises has signed an agreement to acquire 50% of the issued share capital of Buzz 16 Productions.

r4e Buzz16 31Jan2019Founded in 2016, Buzz 16 creates both short and long form sports orientated content and is co-owned by shareholders including former Manchester United player and now Sky Sports broadcaster Gary Neville, along with former Sky Sports Premier League producer Scott Melvin. Buzz 16 has been responsible for a number of hit sports-related productions in recent years, including Class of 92: Full Time, which became Sky Sports’s most downloaded series in 2018, and the International success SoccerBox.

The move will bring together Buzz 16’s in-house production capabilities and network of both emerging and established sporting talent with r4e’s multi-disciplinary approach to media and marketing services. r4e will work with Buzz 16 to expand its commercial offerings to sporting talent, clubs, brands and media houses, through what it calls ‘optimised strategies’ across traditional and digital communications, experiential, partnerships and sponsorship. The partners will also look to diversify into new marketing-focused verticals.

Commenting on the investment, r4e CEO Marc Boyan said: “Our investment in Buzz 16 was the culmination of a competitive process and is testament to the fact that our vision for the Group has broad appeal. This exciting partnership brings with it a number of important synergies. While it will provide r4e with exposure to the sports media sector, we see a great opportunity to help Buzz 16 develop a marketing services offering and provide leading brands with powerful strategies to meaningfully engage with their audiences across sponsorship, talent partnerships, experiential and sports marketing.”

Gary Neville added: “We started Buzz 16 to give people the chance to engage with sports and live entertainment in a different way so this partnership means we can do more of that. Having spent a lot of time with Marc, I am excited by his plans for the group as well as his forward thinking approach to providing a differentiated and value enhancing service to clients.”