The name change reflects the rapid growth of the global organisation and its increased involvement in non-sport business, particularly arts and entertainment, cause related projects and media.
Frontiers Group Australasia now has 35 full time staff in Sydney, Melbourne and Christchurch with a new office set to open in Auckland.
"Frontiers Group Australasia is now arguably the second largest sport and entertainment marketing group in our region," said CEO Michael Porra. "We have grown rapidly during the past two years and while I'm a little sad to see the end of our founding name, Sporting Frontiers Australia, the new name better reflects the totality of our business going forward."
Among the sports rights that the group represents include the Flora Sydney Marathon and the Clearwater Classic - New Zealand's richest golf tournament.
Australian rights agency and consultancy Sporting Frontiers has undergone a rebranding, becoming Frontiers Group Australasia.
