Troon, the leader in providing golf and club-related leisure and hospitality services, has acquired Eventive Sports, a Birmingham-based sports marketing and event management company.

The acquisition will add resources in large-event management.

“Eventive Sports is proud to be a part of the Troon team,” President of Eventive Sports Gene Hallman stated in a release. “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.”

Eventive Sports will maintain its Birmingham office and will continue to manage existing events. Since 1996, the company has managed more than 250 major sporting events across 35 states and three countries, including:

• PGA Tour’s Regions Tradition
• The Children’s of Alabama Indy Grand Prix at Barber Motorsports Park
• The SEC Baseball Tournament
• NCAA national championships in soccer and gymnastics.
• The Magic City Classic
• Game-day operations for the UFL’s Birmingham Stallions.
• Game-day operations for Alabama, Auburn, UAB, and Alabama State

Troon Events, which formed in 2022, plans, promotes, and delivers flagship events at luxury resort destinations around the world.

“Gene Hallman has created an incredible company and assembled a world-class team with a culture that matches well with Troon’s,” Troon President and CEO Tim Schantz said in a released statement. “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.”