LONDON and AMBERG (Wednesday 10th June, 2026) – Branding, signage and live event experts LIVE·TEAM has acquired motorsports branding and signage business Sport Signage, as announced by Group Managing Director, Alastair Bewick. LIVE·TEAM is part of THE·TEAM, a global sport, entertainment and music company.
With a background in logistics, Sport Signage has been deeply involved in motorsports, particularly Formula 1, for over three decades. The business has provided static and digital event signage, both on and off the track, at every F1 race since 2014. The business will continue to be led by Bernd Wagner, CEO, and is headquartered in Germany.
The move will deliver significant benefits to clients of both companies, with Sport Signage bringing exceptional motorsport expertise to LIVE·TEAM, while also gaining access to LIVE·TEAM’s international infrastructure to support the delivery of F1 races. This partnership will enable both businesses to use local production facilities around the world, access far greater resources, and help reduce both freight costs and transport miles.
Bewick said of the partnership, “We’ve been working increasingly closely with Sport Signage over the last couple of years and we’re delighted to be cementing that relationship with this investment in the business. Our combined expertise, international infrastructure and capabilities will create an expanded and unique service platform. Both our businesses have an exceptional track record in motorsport, and we look forward to collaborating with Bernd and his team to deliver even greater value for our clients.”
Wagner said, “Partnering with LIVE·TEAM is the natural next step for our business, enabling us to evolve in line with the changing needs of our clients. We will continue to service them as we always have but with the backing of LIVE·TEAM, we can now act like a truly international company and take advantage of a much greater resource base and footprint. It’s an exciting time for the business.”
Sport Signage will continue to operate from its existing offices in Germany, the UK, Bahrain, Singapore and Mexico, and will initially continue under the Sport Signage brand. The business will now have direct access to LIVE·TEAM’s production and logistics facilities in the US, the UK, Germany, Dubai, Saudi Arabia and Australia, in addition to the wider network of THE·TEAM, which spans 28 countries and more than 70 cities. Through this investment, LIVE·TEAM will significantly expand its expertise in motorsports, whilst demonstrating THE·TEAM’s commitment to growing the live events side of the business.
The addition of Sport Signage bolsters LIVE·TEAM’s ambitious growth strategy in the live events business, demonstrated recently by the acquisition of branding and signage business, bluemedia, based in Phoenix. In addition to this, THE·TEAM recently acquired European football talent representation businesses, People in Sport and GG11. THE·TEAM has become a leading marketing, management, representation and sales business with the ability to provide tailored services and an unrivalled network of relationships, skills and specialisms.
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About LIVE·TEAM
THE·TEAM is proud to provide representation and marketing services to talent, brands and properties across 28 countries and more than 70 cities worldwide. Our live group specializes in delivering branding and signage, custom fabrication, live event production and experiential operations across sports, music, entertainment and culture. Working with the world’s most iconic properties and brands, we elevate live events to make them unforgettable.Shaped by our belief in the unifying power of sports, music and entertainment, THE·TEAM leads with intelligence, ideas and influence. For more information, please visit the.team.
