Draft:On Board Experiential
Submission declined on 14 June 2025 by JesusisGreat7 (talk).
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| Submission declined on 16 May 2025 by Cinder painter (talk). This submission is not adequately supported by reliable sources. Reliable sources are required so that information can be verified. If you need help with referencing, please see Referencing for beginners and Citing sources. Declined by Cinder painter 2 months ago. | |
| Company type | Private |
|---|---|
| Industry | Experiential Marketing (also known as Engagement Marketing) |
| Founded | May 1995 |
| Founder | Dan Hirsch |
| Headquarters | Los Angeles, California, United States |
Area served | Global |
Key people |
|
Number of employees | 100-150 |
| Website | obexp.com |
On Board Experiential (OBE) is a privately held experiential marketing agency headquartered in Los Angeles, California, founded in 1995 by Dan Hirsch.[1] The agency has produced branded experiences in the consumer, sports, and entertainment sectors, and has been noted for work on projects such as the Nike Women’s Marathon and the Crusty Demons Extreme-Sports Tour.[2] [3]
Company history
[edit]On Board Experiential was founded in May 1995 by Dan Hirsch under the name On Board Entertainment. Initially focused on events in action sports and music, the agency produced early branded experiences for clients such as MTV, ESPN, K2 Sports, and Nike, Inc..[4]
In 1999, On Board Entertainment merged with several sports marketing firms to form the newly renamed Disson Furst and Partners, a Washington, D.C.-based agency backed by investors including Thom Weisel and Joseph Vittoria. The merger brought together agencies specializing in action sports, motorsports, and emerging entertainment markets, with OBE serving as the lead West Coast experiential partner.[5]
In 2001, OBE returned to independent ownership under founder Dan Hirsch following the reorganization of Disson Furst & Partners, which rebranded as Tailwind Sports and narrowed its focus to cycling and motorsports.[6]
In 2009, the agency acquired Fullaluv Creative Agency, bringing design capabilities in-house.[7]
In 2015, Azoff MSG Entertainment, a joint venture between Irving Azoff and the Madison Square Garden Company, acquired a stake in OBE.[8]
That same year, OBE acquired the boutique multicultural marketing agency Blueprint Collective, founded by Alvin Stafford in 2006.[9]
In 2020, OBE launched Think True, a diversity-focused brand consultancy led by Alvin Stafford and incubated by the agency.[10]
Notable work
[edit]In 2000, OBE built the venue infrastructure for the Nike ACG Indoor Quarter Pipe Competition at the Great Western Forum in Inglewood, California - the first indoor snowboarding competition ever held in America. The event featured snowboarding alongside live performances by Eminem, Kottonmouth Kings, and Mix Master Mike.[11]
In 2004, OBE produced the Nike Women’s Marathon in San Francisco, which supported the Leukemia & Lymphoma Society and became one of the largest women’s running events in the United States.[12]
That same year, OBE partnered with Jam Productions on the Crusty Demons Extreme-Sports Tour, a theatrical freestyle motocross showcase described as “Mad Max meets freestyle motocross meets WWF wrestling.”[3]
From 2021 to 2024, OBE collaborated with Nike, Inc. and Dick's Sporting Goods to produce It's Her Shot, a mobile basketball tour designed to empower girls ages 8 to 18 through free skills clinics, pickup games, and appearances by WNBA athletes.[13]
In 2023, OBE collaborated with Sephora to produce SEPHORiA: House of Beauty, the brand’s flagship beauty event, as a hybrid experience for the first time. The program included an in-person activation in New York City and a gamified virtual platform that attracted 90,000 registrants from seven countries.[14]
References
[edit]- ^ Griffin, Chip (March 31, 2021). "Running an experiential marketing agency in 2021". Small Agency Growth Alliance. Retrieved April 25, 2025.
- ^ "Nike Creates Marathon for Women". SGB Media. March 15, 2004. Retrieved April 25, 2025.
- ^ a b Waddell, Ray (February 12, 2004). "Crusty Demons Extreme-Sports Tour To Debut In June". Billboard. Retrieved April 25, 2025.
- ^ "Advertising Week New York 2013: The Brand as Experience – Dan Hirsch". Advertising Week. Retrieved April 25, 2025.
- ^ Bernstein, Andy (April 25, 1999). "D&F Group takes new name, new merger partners, new investors". Sports Business Journal. Retrieved April 25, 2025.
- ^ O'Neill, Bill (April 17, 2001). "BUSCH: Disson Furst & Partners changes name to Tailwind Sports". Motorsport Network. Retrieved April 25, 2025.
- ^ "OBE Acquires Fullaluv Creative Agency". On Board Experiential. Retrieved April 25, 2025.
- ^ Pedersen, Erik (June 18, 2015). "Azoff MSG Entertainment Buys Stake In Experiential Marketing Firm OBE". Yahoo! Entertainment. Retrieved April 25, 2025.
- ^ "Black-owned, minority-led marketing consultancy Think True announces official launch". Agility PR Solutions. August 31, 2020. Retrieved April 25, 2025.
- ^ Faw, Larissa (August 31, 2020). "New Consultancy Think TRUE To Develop Diversity-Oriented Brand Initiatives". MediaPost. Retrieved April 25, 2025.
- ^ Weyler, John (September 9, 2000). "Order Up a McTwist". Los Angeles Times. Retrieved April 25, 2025.
- ^ "Nike Creates Marathon for Women". SGB Media. March 15, 2004. Retrieved April 25, 2025.
- ^ Kloepple, Sarah (July 12, 2024). "Inside Nike and Dick's Sporting Goods' It's Her Shot Mobile Tour". BizBash. Retrieved May 19, 2025.
- ^ "SEPHORiA: House of Beauty goes hybrid for the first time ever". Ad Age. September 23, 2024. Retrieved May 19, 2025.
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