360 Experience Group and GoodFellows Complete Equal Merger to Form Live Events Leader

360 Experience Group and GoodFellows announce the completion of an equal merger, consolidating their operations under the 360 Experience Group brand. The combined entity now encompasses 16 specialized companies and employs more than 235 professionals, offering comprehensive solutions across live entertainment, international sports, public events, and brand activations.

The merger, announced on May 12, 2026, does not disclose a financial value but represents a strategic alignment designed to leverage scale and synergy in a rapidly growing market for physical experiences and high-quality content. The unified group aims to provide end-to-end services for large-scale events, combining technical innovation with operational expertise.

360 Experience Group is recognized for its innovative design, technical production, and technological advancements in entertainment. GoodFellows contributes deep experience in managing large-scale sports and public events, safety and mobility services, and brand activations. Together, they focus on three core pillars: Entertainment—covering concerts, shows, tours, festivals, TV, and leisure; Sports—organizing major sports and public events with full production support; and Brands—connecting clients to target audiences through corporate events and experiential marketing.

Each of the 16 companies retains its unique identity, culture, and client relationships, led by dedicated management teams. The merger enables these companies to collaborate on complex projects while benefiting from shared resources. A centralized Shared Service Center supports HR, Finance, Legal, AI, and Marketing & Communications, allowing operational teams to concentrate on core business activities and growth.

Olivier Monod de Froideville, CEO of 360 Experience Group, describes the merger as a strategic response to evolving market demands: “With the integration of GoodFellows within 360 Experience Group, we are forging a unique alliance of craftsmanship and strategic creativity. This merger is not about becoming bigger, but about becoming better. Our companies are masters in the technical and physical realization of events. With the expertise of the GoodFellows companies, we are now adding even more live specialisms. The name 360 Experience Group symbolizes our comprehensive approach to the international experience economy.”

Norbert Chevalier, Managing Partner at GoodFellows, adds, “With GoodFellows, we have taken the first steps in a consolidating market. We see that the worlds of sports and entertainment are merging ever faster. By joining forces with 360 Experience Group, we combine our expertise in sports and activation with the unprecedented innovation and production power of the current 360 Experience companies. Our group-wide buy-and-build strategy is hereby continued with a well-oiled machine of shared services such as HR, Finance, and MarCom as a welcome bonus.”

The merger builds on a proven collaboration model, with both groups having established themselves as trusted partners for a diverse client base, including event agencies, brands, and artists. Their combined portfolio features high-profile projects such as the Eurovision Song Contest, MTV EMAs, Saudi Games, global tours of artists like Tiësto and Martin Garrix, the KLM Open, European and World Championships, the Formula 1 Heineken Dutch Grand Prix, the NATO summit, and large-scale brand activations at international festivals and sporting events.

Additional services such as safety and mobility management, volunteer coordination, and crew catering are integrated into the group’s offerings through this merger. The expanded group aims to strengthen its value chain and maintain its position as a trusted partner, delivering specialized solutions across the full spectrum of live events.

Market trends indicate increasing demand for integrated live experiences that combine entertainment, sports, and brand engagement. This merger positions the group to capitalize on these trends by offering comprehensive, scalable solutions and expanding its international reach. Competitors may face pressure to consolidate or enhance their service offerings in response.

Financial details remain undisclosed, but the merger is expected to generate operational efficiencies through shared services and economies of scale. The group plans to continue its buy-and-build strategy, focusing on cross-selling, innovation, and international expansion.

Looking ahead, the group will focus on integrating management teams and operational processes while preserving the entrepreneurial spirit and distinct cultures of its constituent companies. Regulatory approvals are not anticipated to pose significant hurdles given the nature of the transaction.

The merger marks a significant step in consolidating the live entertainment and sports event production sectors, creating a leading player with enhanced capabilities to serve a global client base.