Eventive Sports acquired by world’s largest golf hospitality services company

Eventive Sports—the Birmingham-based sports marketing and event management company that manages sporting events throughout Alabama and across the nation—has been acquired by Troon, the world’s largest golf-related hospitality services company.

“Eventive Sports is proud to be a part of the Troon team. Troon’s mission of providing premier services for its clients parallels Eventive Sports’ customer-focused philosophy and was the key factor in my decision. Troon’s resources and brand reputation will allow Eventive Sports to build on our strong foundation of 27-plus years of event management expertise for a wide variety of sports. I look forward to continuing to lead Eventive Sports’ dedicated team of event professionals for many years to come.” 

Gene Hallman, President of Eventive Sports

New brand, huge impact: Eventive Sports 

Formerly known as Bruno Event Team, the organization was rebranded as Eventive Sports in March 2023. The new name reflects the company’s commitment to innovation, excellence and client satisfaction. 

Since 1996, the company has managed over 250 major events across 35 states and 3 countries. Local events have included: 

• Children’s of Alabama Indy Grand Prix 
• Davis and Fed Cup
• Magic City Classic
• NCAA tournaments
• Regions Tradition
• SEC Baseball Tournament
• The World Games 2022
• US Senior and Women’s Golf Opens 
• 1996 Olympic Soccer
• Alabama, Auburn, UAB and Alabama State game-day operations
• UFL

Troon and Eventive Sports complement each other

Troon is excited to add Eventive to its array of sporting events. 

“We are excited to start 2024 by welcoming Eventive and their team of event experts to the Troon family. Gene Hallman has created an incredible company and assembled a world-class team with a culture that matches well with Troon’s. Eventive’s event management expertise in golf and multiple other sporting events is complementary to the entire Troon ecosystem and will bring wider reach to our successful and popular Troon Events pro-am series.  We could not be more pleased about Gene and his team joining Troon.” 

Troon President and CEO Tim Schantz

Maintaining Birmingham Office

Eventive Sports will maintain its Birmingham, Alabama office and all Eventive Sports associates will continue to manage their existing events and continue to support their partnerships. 

For more information on Eventive Sports’ impact on sports in the Birmingham area, Alabama and the nation, visit www.eventivesports.com.