Brand experience provider Freeman has announced the acquisition of creative production company BaAM, expanding its business into the sports and entertainment markets.

Headed by CEO Reg Bronskill and president Annemarie Roe, with past Themed Entertainment Association (TEA) president Christine Kerr the company’s vice president, the Toronto-based BaAM specialises in sports, culture and entertainment projects, with clients including the International Olympic Committee, Major League Baseball (MLB) and FIFA among others.

According to Freeman – which designs, plans, and delivers immersive experiences for global brands – the new partnership will provide access to an important and growing market sector bolstering its ability to execute large-scale projects by adding BaAM’s team and services to its portfolio.

“BaAM was created to provide customers producing large-scale, high-profile projects with the best service and execution in the industry,” said Roe. “Freeman operates with the utmost respect for employees and has a firm dedication to operational excellence and uncompromising customer service. These values have been a hallmark within Freeman and BaAM, and they will remain at the foundation of what drives our efforts together.”

Freeman, which has more than 90 locations worldwide and employs more than 7,000 people – 2,000 outside of the US – celebrates it 90th year of operation this year, having been founded in 1927.

“This is a natural extension of our team, and one that will continue our global expansion,” said Dan Hoffend, president of FreemanXP. “We have already worked with BaAM on several events such as the MLB FanFests in San Diego and Miami, and we found incredible similarities across creative and production excellence. It was very important for us to find a partner that represented the best of the best in the industry to help support our clients’ growing needs.”