Editor’s note: This story is revised from the print edition.
Turnkey Sports & Entertainment has sold Turnkey Intelligence, its research and measurement division, to MarketCast Group, a rollup of research and consulting firms serving the media and entertainment industries.
The acquisition puts MarketCast into sports and gives Turnkey a window into the world of content at a time when most sports sponsors are trying to figure that sector out.
“They are strong in scripted entertainment. We are strong in unscripted, and this provides us with MarketCast’s connections to some of the biggest content providers,” said Len Perna, Turnkey Sports & Entertainment president and CEO. “Their content expertise is something every client wants now.”
Perna will relinquish day-to-day management of Turnkey Intelligence. Turnkey Intelligence will retain its name and all 25 employees, and become a wholly owned subsidiary of MarketCast, which is in turn owned by private equity firm Kohlberg & Co. MarketCast has around 150 employees.
“We have well-known expertise across media and entertainment,” said MarketCast COO Chris Rethore. “The addition of sports and Turnkey’s expertise there gives us more of a 360-degree view of how consumers are spending their leisure time and across industries where people are investing their passions.”
Rethore said MarketCast initially approached Turnkey in May and completed the deal in August.
Turnkey Intelligence focuses on research and data designed to guide marketing strategy. Haynes Hendrickson is general manager. Turnkey Intelligence’s clients include the NBA, NFL, Coca-Cola and State Farm. MarketCast’s entertainment clients include many of the largest film, TV, OTT and video game studios.
Meanwhile, Perna retains full ownership of Turnkey Sports & Entertainment, which consists of Turnkey Search and its Executive Coaching division.
Perna founded Turnkey in 1996 after positions with Olympia Entertainment (the Detroit Red Wings and Tigers) and the Dallas Stars.
