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Endeavor China announced the acquisition of Mailman Group, a sports brand and rights owner digital agency.

Financial terms were not disclosed, but reports in Chinese media have valued the deal at $ 60 million.

Endeavor China, a subsidiary of global entertainment, sports and content company Endeavor, is funded by a group that includes Sequoia Capital China, Tencent and subsidiaries of FountainVest Partners.

The Mailman Group and its subsidiary Seven League offer digital services for sports associations, leagues, teams and top athletes. Founded in 2012, the group employs around 200 people in 50 global markets and has clients such as NHL, FIFA, Under Armor, NBA and Chelsea FC. The work area includes digital strategy, transformation, digital marketing, social media, production, digital partnerships, PR and e-commerce.

Mailman joins Endeavor’s full-service cultural marketing agency 160over90, helping to improve its advertising, experience, communication and sponsorship expertise, the company said. 160over90 has clients such as AB InBev, Marriott International, HSBC and Visa.

Mailman’s Seven League subsidiary will be integrated into the media and events division of the Endeavor subsidiary IMG, and the offering of this unit will be improved in the areas of rights and sales, sponsorship sales, customer advice and radio production for associations and governing bodies.

“Mailman and Seven League are exceptionally respected content engines with a proven track record of building fan engagement,” said Mark Shapiro, President of Endeavor, in a press release. “We share their commitment to helping the world’s top sports brands, leagues and teams build global digital media companies, and we know their expertise will add tremendous value to our current and future customers.”

Andrew Collins, CEO of Mailman Group, said his company had spent a decade telling China stories and will now tell the world.

Andrew Collins

“Our mission is to help rights holders build global digital media companies,” he said. “Joining Endeavor China is a dream as a next step. We have built a reputation for connecting fans to sports and now that we are connected to 160over90 and IMG we have a tremendous platform to grow both audience and brand value and monetization for our customers. “

Endeavor China is rapidly expanding its reach in sports and entertainment, added Collins. “With Mailman Group’s capabilities in China, Asia and now Europe, we can deliver more value in our core regions and, most importantly, expand our China business,” he said.

Endeavor China recently announced the appointment of Sum Huang, former co-founder and partner of XG Entertainment, as CEO. Although his appointment has nothing to do with the takeover, Huang begins his role today.