Wasserman, the global sports, marketing and entertainment agency, has acquired Boris, the Belgian experiential marketing agency.

The acquisition bolsters Wasserman’s existing marketing business, and extends its European footprint in activation, partnerships and talent. Clients will benefit from access to Wasserman’s global network, resources, and relationships across the sports, marketing and entertainment landscape.

Elizabeth Lindsey, managing director of Wasserman, commented: “We are thrilled to be adding Boris to our team and expanding Wasserman’s European footprint. Boris’ suite of services fits seamlessly into Wasserman’s existing marketing business and will help to solidify Wasserman’s position as a global leader in the partnership and activation space.The agency has incredible knowledge and capabilities in live activations, and we look forward to holistically growing our existing practice with the Boris team’s proven expertise.”

Dirk Wouters, founder of Boris, added: “As Wasserman is a leader and innovator in the marketing and event industry, the decision to create a partnership between our agencies has been a logical next step. We are excited to begin this new chapter and look forward to not only building our capabilities within the experiential space, but also utilising the connections and expertise of Wasserman to move the industry forward.”