Gaylord Sports acquired by Lagardère Unlimited
NEW YORK -- Gaylord Sports Management Group, which represents some of the brightest stars in golf, has been acquired by Lagardère Unlimited, a Paris-based multinational.
Phil Mickelson, who will be inducted into the World Golf Hall of Fame this year, is among the Gaylord clients on the PGA Tour. Gaylord also represents Keegan Bradley, the PGA champion and Tour Rookie of the Year, Nick Watney and announcer Nick Faldo. Gaylord’s LPGA stable includes Anna Nordqvist and Angela Stanford.
Steve Loy, who founded Gaylord Sports in 2000, has been named president of Lagardère Unlimited Golf. Gaylord executive David Yates also moves over to Lagardère, as a senior vice president. Gaylord agents Terry Bross, Ben Harrison, Brian Newton, Ken Sarnoff and Eddie Smith will join Lagardère, too.
“This is a tremendous opportunity for growth,” Loy said in a statement. “Our players now have an international marketing platform, and we help round out Lagardère Unlimited’s lineup with golf and baseball.”
Lagardère Unlimited’s baseball clients include Atlanta Braves second baseman Dan Uggla and Cincinnati Reds pitcher Bronson Arroyo, plus softball’s Jennie Finch. The parent company also has interests in publishing, radio, entertainment, retail property and advertising.
“The addition of Gaylord Sports Management immediately ranks us among the leaders in professional golf representation,” said Kevin O’Connor, Lagardère Unlimited’s chief operating officer in North and South America. “We are thrilled to be working with Steve, his team and their clients.”