The acquisition also marks the formation of The Human Network, an events group incorporating the Identity, Identity Sports, Smyle, NJ Live, Powered By Humans, Dreamlike State and The Sports Presentation Co brands.
Michael Gietzen, CEO of Identity Global, said: “The expansion of The Human Network marks a significant milestone in our quest to create a future where event experiences are elevated to incredible new heights.
“We share a connected passion to drive human experience through everything we do.
“By uniting our strengths, we have created a formidable force that will enable us to deliver unparalleled service, creativity, and value to our clients.”
Dominic Thomas-Smith, managing director of Smyle Group, added: “Joining forces with The Human Network opens up a new realm of possibilities.
“With our expanded footprint and combined resources, fuelled by our passion for human-centric solutions, we’re poised to revolutionise the events industry.”
Private equity firm Rockpool has exited its investment in Smyle through the deal, led by investment director Tom Coey and investment manager Will Beckett.
Tom said: “We congratulate everyone at Smyle Group and The Human Network on this milestone for both businesses.
“We are privileged to have been part of Smyle’s growth journey since 2018, including the acquisitions of Powered By Humans, NJ Live and The Sports Presentation Co during our investment period, and look forward to seeing the business continue to flourish in partnership with The Human Network.”
