Eventive Sports acquired by Arizona company

Birmingham-based Eventive was formerly Bruno Event Team

Children’s of Alabama Indy Grand Prix is among the sporting events Eventive Sports manages in Alabama.

Birmingham-based Eventive Sports, formerly known as the Bruno Event Team, has been acquired by Arizona-based Troon.

Eventive, a sports event management company, counts the Regions Tradition, Children’s of Alabama Indy Grand Prix and Barber Vintage Festival among the 250 sporting events it has managed in 35 states and three countries. The company also manages football game-day operations for the University of Alabama, Auburn University, the University of Alabama at Birmingham and Alabama State University.

“We are excited to start 2024 welcoming Eventive and their team of event experts to the Troon family,” said Troon President and CEO Tim Schantz. “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.” 

Gene Hallman co-founded the Bruno Event Team with Ronald Bruno in 1995. Bruno Event Team rebranded as Eventive in 2023. The company will maintain its Birmingham office.

“Eventive Sports is proud to be a part of the Troon team,” said Hallman, president of Eventive Sports. “Troon’s mission of providing premier services for its clients parallels the 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.”

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