The company, formed in September 2000 and backed financially by Pacific Investments, will now be known as the Frontiers Group with immediate effect.
The change of name has been introduced as a consequence of the expansion of business activity.
The business is now focused on developing long-term commercial rights, including sponsorship, event creation and management and broadcast opportunities, in sport, entertainment, music and media.
To support these international activities, the Group has established offices in UK, China, India, Australia, New Zealand and South Africa.
Said Halden: "We have invested in a number of highly-motivated and entrepreneurial teams, both in the UK and internationally, and as a result we have enjoyed significant success and growth in a sector which is experiencing difficulties.
"Having a solid foundation and good reputation in the sports sector has enabled us to expand our operations to include other activities, particularly in music and entertainment, and we anticipate repeating our success in those areas.”
Frontiers Group UK rights division has recently been awarded the sole and exclusive agency rights for all the seven England & Wales Cricket Board (ECB) Test Match grounds. Additionally, the team is responsible for marketing and sales of the innovative broadcast system aerial camera ‘blimp’ which is now a common sight at many of the major sporting events throughout the UK.
Other sporting events in the Frontiers Group portfolio include the Sydney International marathon; Australian triatholon, the Clearwater Classic PGA golf event in New Zealand and beach volleyball in Australia.
