FGS Global represents Freeman, a 96-year-old Dallas-based event management company, as it acquires Sparks, live + digital experiential marketer in Philadelphia.

Sparks has handled exhibit and event experiences for blue-chip clients such as Google, Anheuser-Busch InBev, and Salesforce.

“Our combination with Sparks creates a unique opportunity to accelerate Freeman’s vision to become a leader in the corporate space,” said Bob Priest-Heck, CEO of Freeman.

“As a family-owned company, we will continue to enhance our capabilities to better support corporate customers—deepening those relationships while also nurturing our longstanding relationships with show organizers,” said Carrie Freeman Parsons, Chair of Freeman.

KKR, which is a strategic partner of Freeman, provided financing for the deal.

The investment firm also is a partner and owner of 30 percent of FGS Global. WPP holds a 57.7 percent stake.

FGS Global’s Jared Levy and Mike DeGraff work the Freeman deal.