Paris, March 17, 2026
B&Capital announces the international expansion of the SSM Group, a portfolio company of the RB Capital France 2 fund since March 23, 2023, through two strategic transactions: a majority stake acquisition in the American company SME and an equity investment in the Australian company MI Global Partners, alongside their founders and management teams.
These acquisitions mark a decisive milestone in SSM’s international development and strengthen its presence in two strategic regions for the global sports and entertainment industry.
About SME (United States)
Based in North Carolina, SME (Specialized Marketing Experiences) specializes in experiential marketing and brand activation. The company designs and operates premium hospitality spaces for brands at major events:
- NFL games
- Motorsport competitions
- Cultural and music festivals
Active across the entire United States, SME will be involved in particular in activation programs tied to the upcoming FIFA World Cup, hosted across the United States, Canada, and Mexico.
About MI Global Partners (Australia)
Founded in 2001, MI Global Partners is a well-established Australian consulting firm recognized for its expertise in complex event project management, particularly in sport.
- Operations in more than 30 countries
- Participation in every Summer Olympic Games since Sydney 2000
- Offices in Sydney and Brisbane
- B Corp certified company
This transaction durably strengthens SSM’s presence in the Asia-Pacific region and in the world of major global events.
Objectives of this dual expansion
- Accelerate the internationalization strategy of the SSM Group
- Strengthen expertise in sportainment and brand activation
- Build a solid platform in the United States and Australia
- Support major sporting events over the next ten years across these continents
