Dallas Events Company Freeman Acquires Sparks, a Global Brand Experience Agency

When a 96-year-old company acquires a 104-year old company, some may think about the past. But Freeman and Sparks see their union as building toward the future—and "the immense potential" the two could share together.

Dallas-based Freeman—a leading, 96-year-old design and production company for corporate events, exhibit programs, expositions, and conventions—has acquired Sparks, a Philadelphia-based global brand experience agency with an even older pedigree.

Freeman said the combination will focus on the corporate market, complementing Freeman’s industry expertise and helping to accelerate its growth by meeting the “ever-changing needs” of corporate clients and show organizers.

“Our combination with Sparks creates a unique opportunity to accelerate Freeman’s vision to become a leader in the corporate space,” Freeman CEO Bob Priest-Heck said in a statement. “Sparks, like Freeman, is built by great people, has a long history of success, and is one of the most respected names in the industry. We couldn’t be more excited to have Sparks’ talented team join Freeman at this exciting time for the industry.”

Financial terms of the deal were not disclosed.

Founded in 1919, Sparks provides award-winning exhibit and event experiences to a diverse group of Fortune 1000 brands, including Google, Salesforce, Anheuser-Busch InBev, and T-Mobile.

Aiming to ‘deliver remarkable moments worldwide’

“I’m thrilled about the immense potential Freeman and Sparks have together,” Sparks CEO David Sudjian said in a statement. “Our exceptional teams are eager to collaborate and leverage our strengths to create extraordinary experiences. The alignment of culture and values between Freeman and Sparks truly sets this combination apart, fueling our ability to deliver remarkable moments worldwide. Together, I’m confident we will reach new heights, driven by a shared commitment to excellence.”

Sparks’ approach to client service, project management, and delivery is designed for and tailored to corporate customers, Freeman said.

Sparks will combine with Freeman’s agency business, which also caters to major corporate clients, including Amazon, Cisco, and Kohler.

“As our 96-year history shows, Freeman continues to be an industry leader because of our ability to understand trends and make bold strategic moves to support our customers’ needs today and tomorrow,” Freeman Chair Carrie Freeman Parsons said in a statement. “As a family-owned company, we’ll continue to enhance our capabilities to better support corporate customers—deepening those relationships while also nurturing our longstanding relationships with show organizers. We look forward to delivering outstanding event experiences with the additional support of our strategic partner KKR. “

Freeman said that financing was provided by KKR primarily through KKR Opportunities Fund II and funds and accounts participating in its Strategic Investments strategy.

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