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Return of Sportfive brand welcomed by French sponsorship market

(Photo by JEFF PACHOUD/AFP via Getty Images)

The revival of the Sportfive name after five years of operation under the Lagardère Sports brand has received positive feedback in France, the country of the agency’s origin, according to a leading executive at the French unit.

The Sportfive brand was revived in May this year following the acquisition of Lagardère Sports by H.I.G. Europe, an arm of the international private equity and asset management firm. The French media conglomerate Lagardère retains a 24.9-per-cent stake.

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