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Athletes' Performance Teams Up With Fenway Sports Group
Core Performance Center in Santa Monica, CA.
Articles today in The Boston Globe and Street and Smith's Sports Business Journal report on a new partnership between Athletes' Performance and Fenway Sports Group. Excerpt below from SBJ:
Fenway Sports Group has signed a multiyear agreement to become the exclusive sponsorship sales agency for Athletes’ Performance, the company known for its training of elite professional athletes.
Athletes’ Performance is expanding its business model to include a series of consumer-facing initiatives, including a corporate wellness component, a health club-type line of public training centers called Core Performance Center, and an expanded digital media focus to export its specially designed fitness content.
The alignment with New England Sports Ventures-owned FSG is designed to buttress the company’s growth strategy with a base of new corporate sponsors.
“Now that we have a consumer brand to go with our existing operations, we’re really looking to take our platform to another level and take that big step forward,” said Bill Allard, Athletes’ Performance chief executive.
Financial terms were not disclosed, but Allard branded the deal as a “deep, performance-based partnership.”
Athletes’ Performance trains several players of the Boston Red Sox, a sister company of FSG, including second baseman Dustin Pedroia and infielder Kevin Youkilis, an element that helped spur talks between the two sides. In addition, Allard works out of a Boston-area office, which is in close proximity to the primary investor for Athletes’ Performance, Polaris Venture Partners.
Full article available at SportsBusinessJournal.com.
