Interpublic has acquired a stake in The Famous Group, a Los Angeles-based company that creates mixed and augmented reality for sports and other live events.
Launched in 1997, TFG has worked with the NFL (17 Super Bowls), NCAA Final Four, US Open, NBA, PGA, WWE and Houston Livestock Show and Rodeo.
It has handled projects for Dunkin’ Donuts, Nike, AT&T, Coca-Cola, Pepsi, Fox and Lyft.
Interpublic CEO Philippe Krakowsky, said the investment in TFG will “accelerate the pace at which we move to deliver the next generation of live events, with scalable technology platforms and a deeper connection to our tata resources and capabilities."
Though TFG will continue to operate under its brand and retain the ability to work independently with existing and future clients, it will be aligned with IPG’s Momentum Worldwide, experiential marketing arm.