Underdog & Company, a marketing services firm specializing in sports, media, entertainment, and non-profits, has acquired Altius Sports Partners, a prominent advisor to collegiate athletics departments.
This acquisition follows underdog’s partnership with NewSpring Holdings in June 2023, marking a significant step for Altius in terms of growth and innovation in the fields of universities, brands, and athletes.
Established in 2020, Altius has become a trusted and influential player in collegiate athletics. The ASP College division offers universities industry-leading guidance and support for the changing landscape of college sports, including Name, Image, and Likeness (NIL) programs.
Altius serves over 35 partners, including nearly half of the Power Five institutions. Their complementary ASP Brands division aids companies like Powerade, Shake Shack, and the NBC Sports Group in planning and executing national marketing campaigns involving college athletes.
The Altius team will remain intact and will be strengthened by additional talent from underdog to expand its services across both the ASP College and ASP Brands divisions.
This merger of underdog’s robust sports marketing capabilities and expansive network with Altius’ experience in navigating the evolving regulatory landscape in college sports will create opportunities for brands to launch impactful national marketing campaigns with college athletes.
Casey Schwab, CEO, and Founding Partner of Altius, expressed that this moment is pivotal for collegiate athletics, and with the financial support from NewSpring and underdog, Altius is ready to help its partners succeed on and off the field.
Dan Mannix, Co-Founder, and Managing Partner of underdog emphasized that the acquisition of Altius brings together their collective experience, creating fresh opportunities for schools, athletes, and brands. He looks forward to working with Casey Schwab and the Altius team to provide more value to brand and athlete partnerships.
Daniel Salvato, Principal at NewSpring Holdings, noted that the rise of NIL in sports marketing was a key element of their investment thesis with underdog, and they are excited to accelerate the growth of Altius Sports Partners.
As part of this acquisition, Playfly Sports has sold its minority share of the Altius business. Altius expressed gratitude to Playfly for its support as a strategic partner in their growth and looks forward to future collaborations.
