Gene Hallman at Barber Motorsports. (Eventive Sports)

Last week, Bham Now reported that Birmingham-based sports marketing and event management company Eventive Sports had been acquired by Troon, the world’s largest golf-related hospitality services company. Bham Now spoke with Gene Hallman, President of Eventive Sports, to learn why he sold it.

About Eventive Sports

Formerly known as Bruno Event Team, Eventive Sports is the dedicated sports event management industry leader. The organization was established in 1995 by Ronald Bruno and Gene Hallman, and since then has managed over 250 major events across 35 states and 3 countries.

Locally, Eventive Sports has managed countless events, including:

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

On January 4th, Troon—the leader in providing golf and club-related leisure and hospitality services—announced that it had acquired Eventive Sports. The acquisition both adds expertise and resources in large event management as well as strengthens Troon Events, the company’s luxury travel experience and tournament division.

Why Gene Hallman sold Eventive Sports

Gene Hallman next to his ASHOF 2022 Distinguished American Sportsman plaque. (Pat Byington / Bham Now)

In August of 2022, Gene Hallman went on vacation with his kids to Costa Rica and, after returning to Birmingham, began feeling under the weather. Initially, Gene thought he had COVID—but he kept getting negative test results. Ultimately, he got so sick that he ended up in the intensive care unit at the hospital.

“My organs started shutting down, and it got so bad that the physicians asked my wife if I was an organ donor. They were ready to start calling my family to let them know the bad news, and of course everyone in my family was freaking out.”
Gene Hallman, President, Eventive Sports

Luckily, an infectious disease doctor at Grandview Hospital—Dr. Lily Colpitts—diagnosed Gene’s illness as leptospirosis. Gene had picked up the bacterial infection, which is common in water in countries that border the equator, while in Costa Rica.

“I came out of that ordeal with a new perspective and appreciation for life, for family and for so many things. But it also made me realize that, from a business perspective, I needed a succession plan. So I started looking to partner with a company that could continue the work of Eventive Sports if something were to happen to me. And that’s what Troon is going to do.”
Gene Hallman, President, Eventive Sports

What does the sale of Eventive Sports mean for Birmingham?

“Troon has more than 35,000 employees and manages 835 golf facilities, as well as tennis and pickleball facillities and clubs of all types. They wanted to get into the event business and approached me. After a lot of discussion and due dilligance, I decided that the culture fit was outstanding and sold Troon my shares in the company.”
Gene Hallman, President, Eventive Sports

Although Eventive Sports has a new owner, the company will retain its name, its identity and will continue to be led by Gene Hallman.

“[Troon’s] intent is to build one of the biggest sports event management companies in the country. That is great news for Birmingham—Eventive Sports will grow and there will be more sports jobs in our local economy; jobs that are attractive especially for young people that we are hoping to entice to stay in Birmingham post-graduation.”
Gene Hallman, President, Eventive Sports

Excited to see this next chapter of Eventive Sports? Tag us @bhamnow to let us know your thoughts!