LeadDog Acquires 40% Stake In Blue Swing LLC, Form Partnership
By Eric Fisher, Staff Writer, SportsBusiness Journal
N.Y.-based LeadDog Marketing Group has acquired an estimated 40% stake in Chicago-based branding solutions outfit The Blue Swing LLC, and formed a strategic partnership with the company. Blue Swing Founder BRIAN LEFKOWITZ, who was one of LeadDog’s four original employees before leaving to start his own firm, will become Managing Dir of LeadDog’s Chicago office and will run the company’s brand licensing and merchandising efforts. “This really works for us on a couple of different levels,” said DAN MANNIX, LeadDog President & CEO. “Brian has a real entrepreneurial bent about him, and we always felt that our paths would cross again, and I’m thrilled we’re working together again. This also strengthens our presence in Chicago, and with the Olympic bid and a number of other things going on there for us, it’s a very important place for us to be." The structure of the deal is somewhat similar to LeadDog’s '07 purchase of Atlanta-based sports and event management firm Epic. Blue Swing’s client base includes the Rockets, Blue Jackets, Verizon Wireless, Harley Davidson and Coors. Lefkowitz, since striking out on his own, has developed several patented products, including the MLB and NFL-licensed Chillster coaster. Additionally, LeadDog has hired BRIAN MALONEY and NINA ASHKENAZI as account managers. Maloney, whose accounts will include NASCAR, Red Bull and TNT, previously worked at Octagon. Ashkenazi, whose accounts will include Rodale and Big Brothers Big Sisters, previously worked at the Center for Architecture in N.Y.
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