Stubbs Alderton & Markiles (SA&M), led by Greg Akselrud and Simon Leefatt, served as lead corporate counsel to Altius Sports Partners (ASP), a market-leading advisor to collegiate athletics departments, in its acquisition by underdog & company, an innovative marketing services firm. This acquisition represents a significant milestone for both ASP and underdog, propelling ASP, whose team will stay intact, into a new era of growth and innovation, and building on underdog's strategic partnership with private equity firm NewSpring Holdings.
Since its establishment in 2020, ASP has been a trusted advisor to collegiate athletics departments, offering industry-leading education, strategic guidance, and execution support in response to the evolving landscape of college sports. ASP has played a crucial role in areas such as Name, Image, and Likeness (NIL) programs, benefiting over 35 partners, including nearly half of the Power Five institutions. The ASP Brands division also collaborates with notable companies like Powerade, Shake Shack, and NBC Sports Group in executing national marketing campaigns featuring college athletes.
The acquisition of ASP by underdog will create new opportunities and aim to increase value for schools, athletes, and brands.
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