Miroma Group completes acquisition of Miroma SET marketing agency

miroma group

Global independent marketing services group The Miroma Group has completed the acquisition of Miroma SET, the sports, entertainment, and technology marketing company. 

The acquisition sees The Miroma Group incorporate Miroma SET under its umbrella to enhance its end-to-end marketing platform, creating an expected full year combined revenue base of more than $350m.

The new combo will also boast 600 employees across 14 markets globally, including London, Los Angeles, New York, Milan, Amsterdam, Madrid, Sydney and Singapore.

Miroma SET

Miroma SET provides clients with branding, marketing, advertising, creative design, digital product development, production and data analytics services in the sports, entertainment, and tech sector with clients including world-renowned brands like Live Nation, AEG, IMG, MasterClass, Simba, Apple TV+ and Comcast.

“The Miroma Group has grown significantly since we began our diversification strategy five years ago”, said Marc Boyan, founder of The Miroma Group, Miroma Ventures and Miroma SET. 

“Today, we are able to support our clients across multiple geographies with an ever expanding US footprint through our blend of digitally centric solutions, working with businesses that share our appetite for transformative growth from Netflix to Amazon Audible, Spotify to Simba, eBay to Just Water.

“The completion of our acquisition and integration of Miroma SET into The Miroma Group is another important step in our ambitious growth plans.  

“I am extremely proud of the work we have done at Miroma SET to create an entertainment and tech powerhouse where customer engagement sits at the heart of the offering. 

“Bringing it into The Miroma Group will enable us to better serve Miroma SET’s client with learnings and best practise from across all our operations”.

Miroma SET’s impressive roster of investors who backed the company via a Seed Round completed in tandem with its launch in 2021, will now become shareholders in The Miroma Group, previously also a minority investor in Miroma SET.

These include: 

  • Scott Belsky: Founder, Behance & Chief Product Officer, Adobe
  • Michael Kassan: Founder & CEO, MediaLink
  • Tom Hulme: Head of Europe, Google Ventures
  • Ben Lerer:  CEO, Group Nine Media
  • Justin Stefano: Founder, Refinery 29
  • Nigel Wray: Entrepreneur
  • Sir David Michels, former Global CEO of Hilton Group

Lord Grade joins board

Miroma SET Chairman Lord Michael Grade will also join The Miroma Group advisory board. Grade was previously the boss and ITV and Channel 4, the latter of which has been reported as a possible acquisition target of Miroma. 

“The addition of Miroma SET’s investors as shareholders to the Group and Lord Grade to our advisory board is extremely exciting and will add further strategic and entrepreneurial expertise to the company and uniquely position us to drive client growth,” Boyan added.

“During the height of the pandemic, Marc oversaw the digital transformation of Miroma SET, bringing to bear expertise garnered through the roll out of The Miroma Group.  

“Now the time is right for us to join The Miroma Group and work more closely with Marc and his team to achieve our broader growth ambitions,” added Lord Grade.

This move is the latest step in The Miroma Group’s expansion, building businesses organically and through M&A to complement its existing offerings and continue its geographic expansion to better serve its client base on a global scale.  

The Miroma Group continues to build towards industry leading positions across its core end-user markets so that the enlarged client base can benefit from capabilities that sit across digital innovation, media strategy and implementation, creative solutions and content production.