MMGY Global Acquires R&R Partners in Record Deal
MMGY Global combines with R&R Partners, the agency behind Las Vegas' iconic campaigns, adding lobbying and government affairs with over 800 employees.
Stock photo for illustration only, not from the actual event
- MMGY Global combined with R&R Partners in the largest transaction in its four-decade history.
- The merger forms an organization with over 800 employees, adding offices in Nevada, Washington, D.C., and Mexico City.
- The deal closed on September 30 and was announced Wednesday without disclosing financial terms.
- R&R brings lobbying, government affairs, and crisis consulting capabilities to MMGY's portfolio.
MMGY Global has joined forces with R&R Partners, the prominent marketing agency famous for creating Las Vegas' "What Happens Here, Stays Here" campaign and operating a Nevada lobbying arm. MMGY stated that this transaction is the largest in its four-decade history.
The deal officially closed on September 30 and was publicly announced on Wednesday, though financial terms of the agreement were not disclosed. The combination establishes a larger enterprise boasting a total workforce of more than 800 employees, while incorporating R&R's established offices located in Nevada, Washington, D.C., and Mexico City.
R&R will maintain its distinct brand, leadership, and client service teams, with CEO Michon Martin joining MMGY Global's executive leadership group. This acquisition builds upon MMGY's ongoing expansion strategy supported by EagleTree Capital, which acquired a majority stake in 2023 following a period of rapid growth that included 11 separate corporate deals since 2016.
Stock photo for illustration only, not from the actual event
The addition of R&R extends MMGY's capabilities directly into government and community affairs, professional lobbying, and crisis consulting. These services are specifically tailored to help destination marketing clients navigate tightening public funding constraints. Furthermore, R&R maintains deep ties with the Las Vegas Convention and Visitors Authority, which in May approved a significant three-year agreement running through 2029.
Combining a travel marketing giant with a lobbying and public affairs firm highlights a strategic shift for destination marketing organizations. As public funding and federal support face mounting restrictions, agencies that can directly navigate government affairs and secure public sector backing offer critical value to tourism boards facing budget uncertainties.
The timing is particularly crucial for destination clients relying on public funds, as Brand USA—a shared client of both agencies—seeks congressional reauthorization following an 80% reduction in its federal match cap, forcing the organization to rely on reserves to maintain ongoing operations.
Source: Skift
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