SportBox Group Unveils Its New Global Brand Identity: SBX Group

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Complete identity rebrand to mirror growth and evolution into a full-service firm across sports, entertainment and lifestyle.

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Strategically, now is the right time to move to SBX Group, setting us up to deliver bigger and better things for clients in the next phase of our business.

SportBox Group today unveiled a new global brand identity, SBX Group, that represents the firm’s rapid evolution from a sports agency into a global, full-service lifestyle marketing agency.

Launched in 2013, with a focus on athlete representation and sports sponsorship, SBX has witnessed both client and market opportunities grow to encompass all things lifestyle, including; sport, entertainment, music, fashion, content, technology, culinary and culture.

“I am very proud of what our team has been able to accomplish, delivering on where we started as a firm and continuing to open up new opportunities for SBX and our clients,” said Danny Fritz, CEO and Co-Founder of SBX Group. “In the intensely competitive industry we are in, it’s the people behind the strategy that are the difference makers. SBX is about the senior leadership and team we’ve assembled, across all areas of entertainment, that are well equipped with the capabilities, expertise and entrepreneurial fire to deliver. More than just a name and logo change, our new identity represents the cumulative power of all the experts behind it.”

“We have come to this point in our agency growth plan much more rapidly than we originally drew it up in 2013,” said L. David Dube, Chairman and Co-Founder of SBX Group. “Strategically, now is the right time to move to SBX Group, setting us up to deliver bigger and better things for clients in the next phase of our business.”

SBX was incepted as a mid-sized firm to disrupt the sport and entertainment industry – maintaining an exceptionally close personal connection and care for clients, forged with the assets, capabilities, network and reach to seize opportunities of a global size and level.

With offices in New York, San Francisco and London UK, in addition to North American headquarters in Miami and Toronto, the agency has seen diversification in its three divisions — talent, events and consulting, and growth in its locations, with team members strategically positioned across the globe to service client needs.

A selection of the firm’s roster of work includes:

  • Consulting relationships with a range of top-tier brands and properties, as well as a newly formed multicultural and hispanic marketing arm.
  • Managing, owning and operating sport and entertainment properties.
  • Signing new talent to its roster including TV personalities and Olympians, alongside its current roster of golf professionals.
  • The launch of a global soccer division, with both talent representation and brand marketing expertise.
  • SBX ventures, an incubator specifically designed to create, launch and manage new ventures for the agency and its clients, such as a craft beer company, launched in 2016.

In addition to the expansion of clients, the agency has correspondingly invested in its service offerings, adding in-house expertise such as public relations, experiential, content and social media, sponsorship sales, negotiation and activation, multicultural marketing, creative and digital services, and media concepting and production.

“As both the entertainment and marketing industries are in a period of rapid change and flux with consumer trends, traditional approaches simply no longer work,” said David Corelli, a SBX Group founding executive and the agency’s Chief Strategy Officer. “Our focus on lifestyle, the in-house expertise we have built, and the core personalized, results-oriented DNA of our firm is purposely set up in a way that allows us to best identify, create, develop and seize opportunities in both a faster and smarter way. SBX Group, as our brand, is the symbolic reflection of all of this.”

The firm’s new name and logo are a simple and natural transition from its former identity. The company will keep its DNA and iconic box, but evolve the platform.

The rebrand also features a revamped website, created by the agency’s renowned creative team. The site offers quick and intuitive access to essential information about SBX services, work and culture. It also boasts a robust blog populated with content developed by the SBX executive and leadership teams.

“Our firm is at a pivotal point of evolution, where our momentum has carried us to new heights,” said EVP Francisco Terreros. “When we began working on the rebrand, we wanted to create an identity that represented the diverse capabilities of our team members and our agency in the sport, entertainment and lifestyle world. The simple touches on our logo such as the forward chevron on the X, or evolving our box symbol represent our roots, who we are, and where we are going.”


In 2013, SBX Group was founded by sport and entertainment executives L. David Dube and Danny Fritz. Their vision: to create a mid-sized agency with personalized, large-firm services. Chief Strategy Officer David Corelli realized this goal by spearheading our evolution from a talent and events firm to a full-service agency.

With offices in New York, San Francisco and London UK, in addition to our North American headquarters in Miami and Toronto, we have grown into a global entity while maintaining our core founding idea of providing personalized service to all of our clients.

In 2017, as the firm explored expansion into other areas of the industry, SBX acquired Ōs Group, a San Francisco-based agency operating in talent and consulting, and brought on its Principal, Francisco Terreros, as Executive Vice President.

Today, SBX is a sports, entertainment and lifestyle marketing agency. We are a full-service firm representing the careers of professional athletes and entertainment personalities, while also consulting for brands, and owning and operating event properties.

SBX, short for our founding name, SportBox, meaning: street smarts + business smarts combined with a firm of individuals who want to propel forward, be disruptive and believe in innovation.

S: Street Smarts — The knowledge you can only gain by being there and understanding it.
B: Business — The expertise to analyze, strategize and execute.
X: Forward — The factor that drives the biggest impact on the outcome.


Twitter: @WeAreSBX
Instagram: @wearesbx

Matt Bontorin
Public Relations Manager
+1 (517) 899 5290 (US)
+1 (647) 381 1463 (CAN)

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