How much can Troon expand its business after acquiring Eventive Sports?

By: January 5, 2024

It appears to me that Troon has successfully acquired 7 distinct companies within the past five years:

Troon Acquires Eventive Sports - L to R Eventive President Gene Hallman and Troon Chief Legal Officer Jay McGrath

Most recently, Troon acquired Eventive Sports, a Birmingham, Alabama-based sports marketing and event management company. Eventive Sports was founded by Ronald Bruno and Gene Hallman in 1995.

Eventive Sports is a team of dedicated professionals with expertise in all aspects of event management, marketing, and operations. 

Would Troon like to challenge and compete with IMG in golf event management and organization?

The acquisition in question is intended to fortify Troon Events, a luxury travel and tournament division. By augmenting these areas of operation, Troon aims to consolidate its standing as a preeminent player in the field.

It is expected that this acquisition will enable Troon to establish a more robust and diversified business model, thereby enhancing its competitive edge in the marketplace.

Formed in 2022, Troon Events plans, promotes, and delivers flagship events at luxury resort destinations around the world.

Since 1996, Eventive Sports has set itself apart in sports event management. The company has managed over 250 major sporting events across 35 states and three countries, including

  • PGA TOUR events include the Regions Tradition, Principal Charity Classic, and Butterfield Bermuda Championship. 
  • Eventive Sports has also managed over 20 USGA U.S. Senior and Women’s Opens. 

Eventive Sports will maintain its Birmingham, Alabama office, and all Eventive Sports associates will continue to manage their existing events and support partners such as

  • the PGA TOUR,
  • PGA TOUR Champions,
  • Korn Ferry Tour,
  • NTT INDYCAR Series,
  • the Barber Motorsports Park,
  • the United Football League,
  • The University of Alabama,
  • Auburn University,
  • The University of Alabama at Birmingham,
  • Alabama State University and the Southwestern Athletic Conference.