Troon announced on Jan. 4 that it has acquired Eventive Sports, a sports marketing and event management company based in Birmingham, Alabama. The acquisition will bolster Troon Events, the company’s luxury travel experience and tournament division.
Eventive Sports was founded in 1996 and has managed more than 250 major sporting events in 35 states and three countries, including PGA TOUR events such as the Regions Tradition, Principal Charity Classic and Butterfield Bermuda Championship, as well as 20 USGA U.S. Senior and Women’s Opens.
Internationally, Eventive led The World Games 2022, 1996 Birmingham Olympic Soccer, and multiple Davis and Fed Cups. In collegiate athletics, it has managed the SEC Baseball Tournament and numerous NCAA National Championships in soccer and gymnastics.
“Gene Hallman has created an incredible company and assembled a world-class team with a culture that matches well with Troon’s,” said Tim Schantz, president and CEO of Troon. “Eventive’s event management expertise in golf and multiple other sporting events is complementary to the entire Troon ecosystem and will bring wider reach to our successful and popular Troon Events pro-am series. We could not be more pleased about Gene and his team joining Troon.”
Eventive Sports will maintain its office in Birmingham and all Eventive Sports associates will continue to manage their existing events and support their partners.
Troon Events was formed in 2022 and manages all aspects of flagship events at luxury resort destinations around the world by partnering with award-winning destinations, professional tournaments, world-renowned courses and venues and leading industry professionals. The Cobra Puma Golf Pro-Am, scheduled for Feb. 13-18 at Pebble Beach Resort, is one of the division’s signature events.