Wasserman, the global sports, marketing and entertainment agency, today announced the acquisition of Boris Agency, the Belgian experiential marketing shop, for an undisclosed sum. The deal was announced today by Elizabeth Lindsey, managing partner of Wasserman, and Boris Agency founder Dirk Wouters.

The acquisition bolsters Wasserman’s existing marketing business and extends its European footprint in activations, partnerships and talent to service clients seamlessly in every market in which they operate. Boris’ clients will benefit from access to Wasserman’s global network, resources, and relationships across the sports, marketing and entertainment landscape.

Wasserman is partner to the world’s most iconic brands, properties and talent. It has extensive expertise in experiential marketing, talent management, media rights, sponsorship, brand and property consulting.

“We are thrilled to be adding Boris to our team and expanding Wasserman’s European footprint,” said Lindsey (pictured right). “Boris’ suite of services fits seamlessly into Wasserman’s existing marketing business and will help to solidify Wasserman’s position as a global leader in the partnership and activation space. The agency has incredible knowledge and capabilities in live activations, and we look forward to holistically growing our existing practice with the Boris team’s proven expertise.”

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Wouters added: “As Wasserman is a leader and innovator in the marketing and event industry, the decision to create a partnership between our agencies has been a logical next step. We are excited to begin this new chapter and look forward to not only building our capabilities within the experiential space but also utilising the connections and expertise of Wasserman to move the industry forward.”

Adam is the co-founder and editor of www.eventindustrynews.com Adam, a technology evangelist also organises Event Tech Live, Europe’s only show dedicated to event technology and the Event Technology Awards. Both events take place in November, London.