November 1, 2024

October 29, 2024 – Coral Tree is pleased to announce it has been selected by Inc. to join its list of Founder-Friendly Investors, which honors the private equity firms, venture capital firms, and lenders with a track record of backing founder-led companies.

The list was based on feedback from entrepreneurs who have partnered with private equity and venture capital firms and celebrates the investors that believe in backing founder-led businesses and helping them thrive. To compile the list, Inc. went straight to the source: entrepreneurs who have sold to private equity and venture capital firms. Founders filled out a questionnaire about their experiences partnering with private equity, venture capital, and debt firms and shared data on how their portfolio companies have grown during these partnerships.

The team at Coral Tree has spent over two decades investing and partnering with leading lower middle market businesses. Coral Tree was founded to further its principals’ desire to support and partner with founder-led companies as they enter a new and exciting phase of growth.

To see the complete list, go to: https://www.inc.com/founder-friendly-investors/2024

Note: Coral Tree paid a submission fee along with submitting an application to Inc. for the list feature.

September 30, 2024

September 30, 2024 – Washington, D.C. – Avōq, an insights-driven advocacy and strategic communications firm, today announced a strategic investment in Sundogs, a creative performance company focused on helping companies evolve for the AI-first, Cloud-first world.

Together, the two firms will launch a series of new offerings, combining their respective strengths in advocacy, data, and pioneering creative guidance to optimize communications performance. The partnership will include designing strategic workshops for Chief Communications Officers (CCOs) and their teams at major brands, NGOs, and advocacy organizations to navigate the evolving AI landscape, as well as developing AI and data-driven solutions to strengthen the effectiveness of advocacy and strategic communications.

Avōq will also leverage Sundogs’ expertise to cement its position as an industry-wide leader in the use of AI, including the adoption of best-in-class practices that enhance creative innovation and client service.

“This investment underscores our commitment to harnessing the power of insights and data to connect with and motivate audiences,” said Nicole Cornish, CEO of Avōq. “By combining our comprehensive market research, advertising performance data, and expert insights with Sundogs’ innovative AI platform, we are uniquely positioned to help our clients achieve results, build trust, and enhance their reputations.”

Ben Jones, Founder and CEO of Sundogs, added, “Partnering with Avōq allows us to bring the same methodologies and technologies that have shaped the creative strategies of the world’s largest brands to drive business outcomes for Avōq and its clients.”

About Avōq (teamavoq.com)
Avōq is an integrated firm that combines communications and advocacy to creatively shape narratives, manage brand reputation, influence national debates, and engage the audiences you need to reach. Avōq’s 200+ employees work from offices in Washington D.C., Chicago, New York, New Jersey and Miami. Avōq is a portfolio company of Coral Tree Partners, a Los Angeles-based private equity firm focused on investments in the media, entertainment and communications sectors.

About Sundogs (sundogs.io)
Sundogs is a global creative services company focused on helping clients evolve for the AI-first, Cloud-first world. Led by Ben Jones, who founded Unskippable Labs at Google, they have spent the last decade pioneering creative guidance across Google’s products, brands and partners. Their work has shaped the strategies of the world’s largest and most complex brands, and delivered outsized returns through improved creative across hundreds of experiments for advertisers of all sizes across all verticals.

May 16, 2024

Grand Rapids, Michigan – May 16, 2024 – AMI Entertainment, a leading provider of interactive entertainment solutions, proudly announces the appointment of Tommy Moreno as its new Chief Executive Officer. With an extensive background in media, entertainment, hospitality, and technology, Moreno brings a wealth of experience and leadership to his new role.

A seasoned executive with a proven track record, Tommy Moreno joins AMI Entertainment after notable positions at Pareto Labs, SONIFI, Miramax, and The Walt Disney Company. His distinguished military background and MBA from Harvard Business School further solidify his extensive leadership and strategic capabilities.

“We are thrilled to welcome Tommy Moreno as our new CEO,” said Mike Maas, former CEO and now Chairman of the Board at AMI Entertainment. “AMI’s success is built on a deep understanding and respect for Operators, our people, and our industry. Tommy appreciates that, will be a great fit for AMI, and will continue our relentless focus on innovation that delivers value to our Operator partners.”

In his new role as Chairman of the Board, Mike Maas will continue to provide strategic guidance and support to AMI. His wealth of experience and steadfast commitment to the company’s success will ensure a seamless transition and ongoing success under Moreno’s leadership. “I am honored to join the talented team at AMI,” said Tommy Moreno. “I am truly impressed by the company culture and believe that we have a tremendous opportunity to continue to leverage that dedication and drive success for our customers.”

“We are very grateful for Mike’s 17+ years of leadership at AMI. He has grown the company from 2,000 venues when he started to over 30,000 locations today by understanding the needs of AMI’s partners and treating them the right way,” said Alan Resnikoff, lead deal partner at Coral Tree Partners, AMI’s primary owner. He continued, “Tommy’s experience and demeanor make him particularly well suited to continue Mike’s great work. We could not be more excited about the future of the company.”

About AMI Entertainment
AMI Entertainment is a leading provider of interactive entertainment solutions for bars, restaurants, and other hospitality venues. The company’s products include digital jukeboxes, mobile wallets, trivia and more—all offering patrons a fun and engaging shared experience in 30,000 bars and restaurant locations around the world.

About Coral Tree Partners
Coral Tree Partners is a Los Angeles-based private equity firm focused on investments in the media, entertainment, and communications industries. The Coral Tree team has a successful investment history in private equity, with decades of experience investing in lower middle market transactions in its target sectors. Coral Tree seeks to partner with teams where it can use its experience and relationships to provide strategic insight and drive substantial value creation. For more information, visit www.coraltreelp.com.

For media inquiries or more information about AMI Entertainment, please contact: jfisher@amientertainment.com

May 8, 2024

Avoq’s 2024 Media Habits Survey Suggests Notable Changes in Policy Insiders’ Media Preferences

WASHINGTON, May 8, 2024 /PRNewswire/ – Policy insiders’ daily media preferences are shifting, according to Avoq’s latest survey of policy insiders’ media habits. This year’s survey shows significant decline in daily use of six of the policy insiders most preferred media sources: news sites, search, newsletters, X, Facebook, and cable news are all trending downward. Three sources saw an increase, LinkedIn, Instagram, and podcasts.

The overall decrease in reliance on these news sources continues a trend the survey has recorded for the past five years – most notably on X, news sites and newsletters – and suggests a change in policy insiders’ preferences. The report also showed movement when it comes to specific publications remaining the ‘most trusted’ sources of news, while other top news sites and newsletters showed reduced intensity in daily visits and readership.

Avoq’s 2024 survey examines habits of 200+ Washington D.C. insiders across industries and party to better understand what sources they trust most, where they turn for policy or breaking news and general media consumption preferences throughout the day.

Other key findings include:

• 65% of insiders read e-newsletters daily. Sustaining their position as a key Beltway media tactic, despite a decline in interest from the previous year (especially among Democrats).
• 74% of policy insiders use LinkedIn at least once per day. Meaning LinkedIn is holding strong as the top social platform, and unlike other media sources, both LinkedIn and Instagram saw solid year over year gains.
• Republicans largely mirror the overarching survey findings, however, show greater intensity in usage generally. This year, Democrats notably lag behind Republicans in intensity of media usage, except when it comes to podcasts.
• Republicans are more likely to work at the office than Democrats, as the work from home trend solidifies. 50% of all those surveyed say they split time between office and remote work, most coming into the office 2–3 days a week. 19% are in office majority of time but with major party splits, which is true for 29% of Republicans but only 9% of Democrats.

To see our full analysis, including information on party preference and top publications, see Avoq’s 2024 Policy Influencer Media Habits page .

March 12, 2024

The acquisition brings two of the leading management companies together to maximize commercial opportunities within today’s gaming industry

Los Angeles – March 12, 2024 – Today, Loaded, a leading management firm for many of the world’s biggest gaming content creators, announced the acquisition of gaming talent management firm, GG Talent Group. The acquisition will further expand Loaded’s roster of premium gaming talent and drive additional commercialization opportunities with brand and game developer partners.

According to Streamscharts.com, Loaded and GG Talent Group have taken the number one and two spots for the Most Watched Twitch Teams for the whole of 2023, with over 24 billion minutes viewed. Both companies will retain their brand presence, and combine their experience, reputation and talent offerings for anyone looking to enter or extend their footprint in the gaming industry.

Founded in 2020 by Eric Harper, a senior capital markets analyst for S&P Global with a passion for streaming and Angela Harper,  an influencer marketing strategist with more than 10 years’ experience in sponsorship and event management, GG Talent Group has become one of the fastest growing gaming management companies, supporting an incredible roster of brands and diverse talent. GG Talent Group currently represents more than 90 creators spanning 11 countries, and boasts a large cohort of minority and female creators. Notable talent under their wing include Elajjaz, MissMikkaa, Distortion2, AnnieFuchsia, Zy0x and Forsen.

As part of the acquisition, Eric and Angela will join the Loaded team, and will oversee GG Talent Group’s portfolio, while also implementing best practices and driving commercialization opportunities with the rest of the Loaded portfolio.

“As the gaming audience and participant base continues to diversify across gender, race, and geography, this acquisition not only allows Loaded to scale, but in a way that represents all faces of the gaming community. Eric and Angela Harper share a common vision and philosophy with our team and their experience, reputation, and portfolio of talent will further elevate and diversify our current roster of some of the world’s most popular gamers,” said Josh Swartz, CEO of Loaded. “We are excited to combine our efforts to bolster their commercial team, build upon our industry leading roster and create new and effective marketing opportunities for our brand and publishing partners.”

GG Talent Group is Loaded’s first acquisition since taking on $20M in equity funding in Spring 2022, led by Coral Tree Partners, with the goal to scale and diversify offerings for the company’s talent, brand, and publisher clients. Since then, Loaded has grown in parallel with the significant expansion of today’s $200 billion gaming industry. Most recently, the company announced the hire of leading gaming and entertainment executive Irina Shames as its Chief Commercial Officer, overseeing sales for both Loaded and the recently launched Open World, the full service consultancy and marketing firm serving brands, media companies, and publishers.

“We’re excited to join Loaded and work with a leadership team whose values align with our own, that understands this space and is poised to be the gold standard in gaming entertainment. Together, we have the opportunity to serve game devs and publishers with more comprehensive campaigns,” said Eric Harper.

Angela Harper added, “Loaded’s like-minded approach gives us access to more resources, enabling us to amplify the already great service we provide our creators. Like us, they champion females in leadership roles as well as on their roster. Very excited to move ahead as partners in this industry!”

GG Talent Group’s commitment to building a diverse talent roster also mirrors Loaded’s commitment to helping increase access in the gaming space for underrepresented creators, communities, and consumers. GG Talent Group will be added to Loaded’s roster of established and emerging talent, including shroud, CouRage, DrLupo, QTCinderella, Symfuhny, Myth, QuarterJade, and Sydeon, among others. Recognized as experts in the gaming and content space, Loaded also has continued to build out its Open World consultancy business, serving Fortune 500 companies such as Spotify, Journeys, Capitol Records, Samsung, Activision, Gillette, and Amazon.

ABOUT LOADED

Loaded is a leading global gaming firm supporting talent, brand, and developer clients, with a mission to lead in the development, marketing, and growth of the gaming industry. Loaded’s best-in-class talent roster attracts global brand and media attention from the world’s leading brands. Across industries, global business leaders including Gillette, Red Bull, Capitol Records, Verizon, Amazon, Samsung, Activision, and other brands looking to meaningfully advance their presence in gaming, partner with Loaded and its talent to do so. For more information visit www.loaded.gg.

 ABOUT GG TALENT

GG Talent Group, one of the fastest growing gaming talent management agencies, curates epic duos by striking the perfect balance in creator and brand partnerships. Founded by Angela and Eric Harper in 2020, the GG Talent Group Team lives and breathes gaming and aims to connect the right brands with the perfect content creators. With a deep understanding of their personalities, preferences, and audiences, they offer tailor-made services that help build strong gaming partnerships, connect creators with sponsors, and get them the spotlight they deserve. Since its inception, the talent group has worked with a whole host of impressive brands including SquareEnix, Bandai Namco, Capcom, NetEase, McDonald’s and HP / HyperX.

January 10, 2024

New brand combines strategic communications, advocacy and creative into one data- and insights-powered firm

Washington, DC — January 10, 2024 — Subject Matter+Kivvit announced today it has rebranded as Avoq and elevated 14 longtime practitioners to partner in the new company. The new name and reorganization follow the May 2023 merger of Subject Matter and Kivvit, which combined the two companies into a single integrated firm that helps companies, organizations and industries elevate ideas, build brands and tackle reputational or policy challenges.

Avoq (uh-VOKE) speaks to the new company’s position as a national advocacy and communications firm that creatively shapes narratives, manages brand reputation and engages audiences. The company has more than 200 employees in five cities with expertise in advertising, public affairs, strategic communications, media relations, government relations, digital strategy, narrative building, website and app development, research and data analysis.

Avoq also announced the elevation of 14 professionals to partner in the new firm, bringing team members with expertise across all its service areas into the leadership ranks to guide the next stage of Avoq’s evolution as a client- and growth-focused company.

The new partners are Stacey Alexander, Whit Askew, Joy Burks, Maura Farrell, Cedric Grant, Sarah Hamilton, Kent Holland, Barry LaSala, Sophie McCarthy, Tom Meara, Dianne Mikeska, Kevin Richards, John Siniff and Adam Steinberger.

“This new leadership group will ensure Avoq delivers the high-level strategy and counsel our clients have relied on for more than 20 years,” said Nicole Cornish, Avoq’s CEO. “They are all major contributors to our success and will foster and inspire the one-team culture of collaboration and excellence that sets us apart.”

In addition to Cornish continuing as CEO, other Avoq officers include Molly Scherrman as COO, Dave Metzger as CFO, and Steve Elmendorf, Paul Frick, Jimmy Ryan, Dan Sallick and Eric Sedler as managing partners.

Learn more about Avoq, its team and capabilities at teamavoq.com

About Avoq: Avoq’s 200+ employees work from offices in Washington D.C., Chicago, New York, New Jersey and Miami. Avoq is a portfolio company of Coral Tree Partners, a Los Angeles-based private equity firm focused on investments in the media, entertainment and communications sectors

May 1, 2023

New Firm Offers Clients Strategic Communications, Data Analytics and Insights, Government Relations, Digital Strategy, Creative Content, and Advertising Services

Washington, DC – Monday, May 1, 2023 – Subject Matter and Kivvit announced today that they have joined forces to create a new national agency that combines strategic communications, data analytics and insights, government relations, digital strategy, creative content, and advertising services into a single integrated consultancy.

The firm, with more than 200 people, will have offices in Washington, New York, Chicago, New Jersey, and an emerging presence in Miami. Together, Subject Matter+Kivvit offers clients access to experienced professionals at the top of their fields, as well as strategic business, government and media relationships that span the national landscape. The combined firm is approaching $100 million in annual revenue, becoming one of the largest independent agencies in the United States.

“The talent pool in these two firms is truly amazing. Combining this breadth and level of experience will allow us to offer clients the scale and expertise of a large firm, but with the personal touch of a boutique agency,” said Nicole Cornish, CEO of Subject Matter.

Kivvit is renowned for data-driven insights that power large-scale digital advertising campaigns and sophisticated communications strategy for clients in finance, higher education, energy, and health care. Subject Matter boasts one of Washington’s leading bipartisan government relations teams and an expansive creative advocacy capability that supports clients across public health, finance, education, technology, communications, and transportation.

“Effective advocacy requires constant evolution,” said Subject Matter Managing Partner Steve Elmendorf. “The integration of policy and communications has never been more important than it is today. Kivvit gives our practitioners more tools to break through the noise to achieve results for our clients.”

Kivvit CEO Eric Sedler added, “By partnering with Subject Matter we can tap into an expanded level of policy and creative expertise, something we’re eager to share with Kivvit’s clients.”

The new firm will operate under Coral Tree Partners, a Los Angeles-based private equity firm that acquired an ownership position in Subject Matter in 2022.

“We’re excited to facilitate this type of growth,” said Will Wynperle, Partner at Coral Tree Partners. “The combination of these two firms not only establishes a sizable new entity with a national footprint, but it positions the combined agency for immediate growth. We anticipate that this is the first of a number of strategic acquisitions that help create the agency model of the future.”

“Our collective skills will allow us to meet the moment as our clients face new challenges every day,” said Dan Sallick, managing partner at Subject Matter. “We are excited to show our clients new thinking and services that will help make their efforts even more successful.”

The leadership at both firms will remain to head the combined business, including managing partners Steve Elmendorf, Paul Frick, Jimmy Ryan, Dan Sallick, and Eric Sedler. Nicole Cornish, previously CEO of Subject Matter, will continue to serve in this capacity for the new company. Molly Scherrman will be the new agency’s Chief Operating Officer, continuing the role she played at Kivvit. The new firm will operate under their current brands in the short term, with expanded leadership roles and rebranding anticipated later this year.

Kivvit was advised by M&A firm BrightTower while Seyfarth Shaw provided legal counsel. Subject Matter and Coral Tree were represented by Goodwin Procter.

About Subject Matter+Kivvit

Subject Matter+Kivvit is a data-driven communications and creative advocacy firm with offices in Washington, Chicago, New Jersey, New York City, and Miami. Our 200+ professionals provide a full suite of services — government relations, strategic communications, data analytics and insights, digital strategy, creative content, and advertising services — to meet clients’ greatest challenges with strategic solutions. For more information: www.teamsubjectmatter.com & www.kivvit.com

About Coral Tree Partners

Coral Tree Partners is a Los Angeles-based private investment firm focused on investments in the media, entertainment, marketing services, and communications industries. The Coral Tree team pursues lower middle market companies with strong growth potential, and has experience investing in its target sectors, including agencies and marketing services businesses. Coral Tree seeks to partner with teams where it can use its experience and relationships to provide strategic insight and drive substantial value creation. For more information, visit: www.coraltreelp.com

December 13, 2022

LOS ANGELES, Dec. 14, 2022 — AMI Entertainment Network (“AMI”), a leading digital jukebox business that provides tech-driven in-venue digital music and video entertainment and advertising content to the bar and restaurant industries, today announced that it has been acquired by Coral Tree Partners (“Coral Tree”), a Los Angeles-based media and entertainment focused private equity firm, from The Gores Group, LLC (“The Gores Group” or “Gores”), a global investment firm.

Founded in 1909 under the name National Automatic Music Co., AMI has been deeply ingrained in the bar and restaurant entertainment industry for more than a century. Today, AMI operates a network of over 30,000 digital jukeboxes and video systems, delivering music, video and advertising content to patrons in venues throughout North America and the United Kingdom. AMI is headquartered in Grand Rapids, MI with additional offices in Chicago and the United Kingdom.

“AMI leads the industry in innovation and customer service, and we’re poised to continue this strong momentum as we expand into new areas,” said Mike Maas, CEO of AMI Entertainment. “We are grateful to the Gores team for their support over the years as they have helped us build a strong foundation for future growth. Looking ahead, we are excited to leverage Coral Tree’s deep industry expertise for the benefit of our customers.”

Alan Resnikoff, Partner at Coral Tree, commented, “AMI is a trusted partner for thousands of bar and restaurant owners and the network of operators that support them. We are extremely impressed by AMI’s track record of providing best-in-class service and see tremendous opportunity for continued growth. We look forward to leveraging our experience across media and entertainment to partner with the entire AMI team as we enter the next phase of growth.”

Alec Gores, Chairman and CEO of The Gores Group, added, “Gores and AMI have enjoyed a highly successful partnership since 2017, marked by innovation in AMI’s product portfolio, geographical expansion and execution on organic and inorganic growth initiatives. We are confident that this growth and success will continue, and we believe AMI has a bright future ahead with a strong partner in Coral Tree.”

Solomon Partners, LP and Stephens Inc. served as financial advisors to Gores, while Foley Hoag LLP provided legal counsel. Kirkland & Ellis LLP served as legal advisor to Coral Tree.

About AMI Entertainment

At AMI Entertainment Network, music is at the heart of everything we do. Founded in 1909 as an automated musical instrument company, AMI has spent more than a century developing hi-tech musical entertainment solutions for the bar, restaurant, and hospitality industries. With offices today in metro Chicago, Grand Rapids, and the UK, AMI and its network of business partners provide music and music video entertainment, as well as advanced digital advertising capabilities, to commercial businesses. For more information, visit www.amientertainment.com

About Coral Tree Partners

Coral Tree Partners is a Los Angeles-based private investment firm focused on investments in the media, entertainment, and communications industries. The Coral Tree team has a successful investment history in private equity, with decades of experience investing in lower middle market transactions in its target sectors. Coral Tree seeks to partner with teams where it can use its experience and relationships to provide strategic insight and drive substantial value creation. For more information, visit www.coraltreelp.com

About The Gores Group LLC

Founded in 1987, The Gores Group is a global investment firm focused on partnering with differentiated businesses that can benefit from the firm’s extensive industry knowledge and decades long experience. Over its 35-year history, The Gores Group has partnered with over 125 companies. For more information, please visit www.gores.com

April 25, 2022

LOS ANGELES — Coral Tree Management, LP (“Coral Tree”), an investment firm focused on partnering with growth-oriented businesses within the media, entertainment, communications, and related business services sectors, is pleased to announce the final close of its first fund, Coral Tree Partners, LP (the “Fund”), with total committed capital of approximately $470 million.  The Fund was significantly oversubscribed above its original hard cap and exceeded its target of $350 million.  The Fund received strong support from a range of high-quality institutional investors, including endowments, foundations, insurance companies, pension plans, institutional family offices, and funds-of-funds.

Headquartered in Los Angeles, CA, the Coral Tree team has significant experience investing across the media, entertainment, communications, and marketing services sectors. Founded by Will Wynperle and Alan Resnikoff, who were previously partners at Shamrock Capital Advisors, the firm focuses on lower middle market buyouts and late state growth equity investments. Other members of the team, including Mike DiLorenzo, Matt Greenzang, and Jake Simons have worked with the founders previously, and have significant experience in the target sectors. Joining the Coral Tree team is a seasoned group of executive advisors, comprised of several CEOs that have worked with the Coral Tree team in the past, including the former CEOs of Giant Creative, Learfield Sports, MarketCast, and Questex.

“Our investment experience in our sectors combined with our lower middle market focus differentiates us in the market,” said Will Wynperle, Partner at Coral Tree. “Our investors appreciate our strategy and value add approach, and we are fortunate to have them as long-term partners of Coral Tree.”

To date, the Fund has completed two investments: Loaded, a Santa Monica, CA-based global talent management and marketing firm that works with some of the biggest names in the gaming influencer market; and Subject Matter, a Washington, DC-based strategic communications, creative content and advertising, and government relations firm.

Credit Suisse acted as placement agent to Coral Tree for the Fund. Simpson Thacher acted as legal advisor.

About Coral Tree Partners

Coral Tree Partners is a Los Angeles-based private investment firm focused on investments in the media, entertainment, marketing services, and communications industries. The Coral Tree team has a successful investment history in private equity, with decades of experience investing in lower middle market transactions in its target sectors, including agencies and marketing services businesses. Coral Tree seeks to partner with teams where it can use its experience and relationships to provide strategic insight and drive substantial value creation. For more information, visit www.coraltreelp.com

Media Contact

William Wynperle
wwynperle@coraltreelp.com
818-731-2835

April 7, 2022

LOS ANGELES, Apr. 6, 2022 — Loaded, a leading independent global talent management and marketing firm for many of the world’s biggest gaming content creators, brands, and game developers, today announced $20M in growth equity funding led by Coral Tree Partners, a Los Angeles-based private equity firm focused on sports, media, and entertainment. The funding will support the company as it continues to scale, diversify, and expand offerings for its talent, brand, and publisher clients.

The new funding comes at a time of explosive growth for the company, parallel with the rapid expansion of today’s $200-billion gaming industry, which is amplified by mainstream attention from tech and media companies. Throughout the past year, Loaded expanded its roster of established and emerging talent with new signings including Myth, Doublelift, and Sydeon, among others, as well as facilitated key platform and brand deals for established stars shroud, CouRage, DrLupo, and Ludwig. Recognized as experts in the gaming and content space, Loaded also has continued to build out its consultancy business, serving Fortune 500 companies such as Beats by Dre, Gillette, and Amazon.

As the industry continues to thrive, this investment will further support Loaded’s key initiatives, including investing in data and analytics tools to benefit its talent, entertainment, and brand partners. Loaded will continue to hone its best-in-class services that focus on supporting key areas of gamers’ careers, from growth, engagement, and optimization to expanding brand partnerships and forays into the metaverse and Web3 technologies. The round will also support new hires, as well as the investment of complementary partners in talent, marketing, and data and analytics, to increase Loaded’s overall global initiatives in management, consultancy, and branded content. In addition, Loaded expects to use proceeds for opportunistic M&A to accelerate initiatives and overall growth.

Loaded also announced promotions of the executive team that will drive its next phase of growth. Josh Swartz, who joined Loaded as Chief Operating Officer after C-Suite tenures at Wasserman, Relativity Sports, and Catalyst Sports & Media, has been elevated to Chief Executive Officer; Bridget Davidson, who joined Loaded in 2020 after holding senior positions at Riot Games, has taken the helm as President of its industry-leading Talent Management division. Brandon Freytag, who co-founded Loaded and previously served as President of Talent, is now Chief Creator Monetization Officer. Long-time Loaded executive, Niles Heron, will serve as Chief Communications and Culture Officer. Rounding out the senior team, new hires Jeff Pabst joins Loaded as Chief Commercial Officer after serving as Chief Revenue Officer of FaZe Clan, and Paul Conroy joins as President of Loaded Ventures after helping to launch and build brands such as The Vans Park Series and Hayley Williams’, Good Dye Young.

Alan Resnikoff, Partner at Coral Tree Partners, and Henry Shapiro, Executive Advisor at Coral Tree Partners and former CEO (now Chairman) of MarketCast, will be joining Loaded’s board of directors in conjunction with the investment.

“Since its inception, Loaded has supported the work of an incredible roster of talent who have been responsible for helping shape the future of gaming. Now, as non-endemic brands and companies look to engage with the gaming community, we are able to combine our deep subject matter expertise, insights, and relationships to improve and evolve the industry for everyone who wants to be part of it,” said Josh Swartz, CEO of Loaded. “Funding from Coral Tree Partners allows us to target acquisitions in the data and analytics sector of gaming, which will generate new opportunities for all our talent, brand, and publisher clients. We will be growing both organically and through M&A and we are excited to continue expanding our service offerings to further our mission of being an indispensable part of the development, marketing, and growth of the video gaming community.”

Coral Tree Partners, which invests exclusively in sports, media, and entertainment businesses, led this strategic round. “Loaded sits at the intersection of gaming and influencer marketing, two growth sectors we have been following for a long time. Loaded is particularly well positioned to capitalize on the industry tailwinds in these sectors given its exceptional client roster, strong management team, and reputation for providing white glove service to both its clients and partners in the gaming community. We could not be more excited to partner with the team at Loaded in their next phase of growth,” said Alan Resnikoff.

About Loaded

Loaded is a leading global gaming firm supporting talent, brand, and developer clients, and new ventures with a mission to lead in the development, marketing, and growth of the gaming industry. Shroud, DrLupo, CouRage, Myth, Summit1G, QuarterJade, AnneMunition, Sydeon, Doublelift, CohhCarnage, and many others comprise Loaded’s best-in-class talent roster, which attracts global brand and media attention from the world’s leading brands. Across industries, global business leaders including Gillette, Red Bull, Capitol Records, Verizon, Amazon, Samsung, Activision, and other brands looking to meaningfully advance their presence in gaming, partner with Loaded and its talent to do so. For more information visit www.loaded.gg

About Coral Tree Partners

Coral Tree Partners is a Los Angeles-based private equity firm focused on investments in the sports, media, and entertainment industries. Founded by Will Wynperle and Alan Resnikoff, the Coral Tree team has a successful investment history in private equity, with decades of experience investing in lower middle market transactions in its target sectors, including agencies and gaming related businesses. Coral Tree seeks to partner with teams where it can use its experience and relationships to provide strategic insight and drive substantial value creation. For more information, visit www.coraltreelp.com

February 28, 2022

WASHINGTON, Feb. 28, 2022 /PRNewswire/ — Leading creative advocacy firm Subject Matter today announced an investment by Coral Tree Partners, a Los Angeles-based private equity firm. The partnership will enable the Company to add new capabilities to better serve client needs while accelerating Subject Matter’s growth. Daily business operations will continue to be overseen by Chief Executive Officer Nicole Cornish, and Subject Matter’s founders.

Subject Matter was formed through a 2015 merger that combined strategic communications, creative content and advertising, and government relations under one roof. Managing partners Steve Elmendorf, Paul Frick, Jimmy Ryan, and Dan Sallick saw an opportunity to pioneer a new, fully integrated approach the Company calls creative advocacy. Today, Subject Matter offers a full 360-degree suite of services, driven by a diverse set of communications practitioners and an acclaimed government relations team, supporting a portfolio of corporate, trade association, and nonprofit clients. The Company’s integrated strategy approach has helped drive tremendous growth year-over-year.

“The Coral Tree partnership marks the next chapter in Subject Matter’s story. We’ve proven that the combination of strategic thinking, creative ideas, and coordinated execution is a winning formula. With Coral Tree we have an opportunity to take it to the next level, crafting customized, creative strategies that deliver real time results and align with longer term strategic positioning and objectives,” said managing partner Steve Elmendorf.

“We see real potential for growing the team we’ve assembled,” said managing partner Dan Sallick. “Coral Tree’s support allows us to be very strategic in continuing to define and expand our vision of creative advocacy.”

Will Wynperle, partner at Coral Tree, commented, “Subject Matter serves as a trusted partner for many world-class organizations that seek to effectively communicate strategic initiatives both within the Beltway and more broadly. We see tremendous opportunity to continue building off the Company’s strong reputation and track record as well as its positioning at the center of numerous secular tailwinds. We look forward to leveraging our experience across the marketing and communications landscape and working hand-in-hand with the entire Subject Matter team as we enter the next stage of growth.”

Subject Matter was advised by M&A firm BrightTower while WilmerHale provided legal counsel. Coral Tree was represented by Goodwin Procter.

About Subject Matter

Subject Matter is a creative advocacy agency based in Washington, DC, providing a full suite of services – creative ad campaigns, strategic communications, government relations, event coordination – that empowers clients with the solutions they need to shape stories and succeed. For more information, visit www.teamsubjectmatter.com

About Coral Tree Partners

Coral Tree Partners is a Los Angeles-based private investment firm focused on investments in the media, entertainment, marketing services, and communications industries. The Coral Tree team pursues lower middle market companies with strong growth potential, and has experience investing in its target sectors, including agencies and marketing services businesses. Coral Tree seeks to partner with teams where it can use its experience and relationships to provide strategic insight and drive substantial value creation. For more information, visit www.coraltreelp.com