Superfly, the experiential marketing and live event firm known for its part in creating and running major festivals including Bonnaroo, Outside Lands and Clusterfest, has been acquired by Range Sports. The sports brand consulting practice will incorporate Superfly to lead its new live experiences division, opening into experiential opportunities in sports, music and more of Range’s widening purview.

The deal does not include Superfly’s ownership interest in Outside Lands. Superfly will continue to produce the beloved San Francisco music festival, now in its 18th year, in partnership with Another Planet Entertainment. No changes will be made to the event’s existing operational structure or creative leadership.

Superfly co-founders Rick Farman, Rich Goodstone and Kerry Black will move with the company’s leadership team, staff and client list to Range Sports, a division of Range Media Partners that has made six acquisitions since its formation in 2022. Financial terms of the deal were not disclosed.

“Superfly has always been driven by the belief that experiences should matter—culturally, emotionally and commercially,” Farman said in a statement. “We’ve earned the trust of some of the world’s most influential brands by consistently delivering at the highest level, and through our enduring live IP, we’ve demonstrated the power of experiences that connect fans to what they love. Joining Range marks an exciting next chapter, allowing us to bring that approach to a much broader ecosystem.”

“We’ve methodically built our brand consulting practice with an ultra-high touch approach, providing bespoke advisory with the agility and bold perspective of a start-up, while benefitting from the expertise and connectivity of industry powerhouse executives,” said Jeff Filiberto, Chief Strategy Officer of Range Sports, in a statement. “We are thrilled to add Superfly’s exceptionally talented staff, best-in-class experiential expertise and prestigious clients to Range Sports.”

Read more about Superfly’s history in the obituary for co-founder Jonathan Mayers here.