Primetime Invests in Newbridge Marketing, Bringing Experiential and College Marketing Into Its Growing Platform

New York, NY, September 8th, 2026, FinanceWire

The deal builds on Primetime's recent moves into youth sports and stadium technology, creating one connected way for brands to reach young consumers

NEW YORK, NY, September 08, 2026 (EZ Newswire) -- Newbridge Marketing, the Lake Oswego, Oregon-based agency known for connecting brands to more than 10 million college students across 2,000+ campuses nationwide, announces strategic growth investment from Primetime, the sports and marketing platform owned by Balius Partners.

For 21 years, Newbridge has built its business on showing up where students actually are. That means campus tours and mobile activations, NIL athlete partnerships, student ambassador programs, and a dedicated collegiate media network, all built to put brands directly into the daily rhythm of campus life. The agency's experiential work extends into sampling events, pop-up retail, and grand-opening activations for national brands, backed by a track record that includes recognition for standout work with names like Stanley, Jack Link’s and The North Face.

The investment follows two other recent moves for the platform: a stake in BASE Sports Group, which connects national brands to youth sports facilities and events, and the acquisition of Boostr Digital Displays, a manufacturer of LED scoreboards and display systems used across scholastic sports. Together with Newbridge, the three businesses give Primetime a connected presence at every stage of a young person's life in sports and school, from the rec league to the quad.

"Newbridge is the exact kind of company we want to power the Primetime platform," said Chris Goulakos, founder and Managing Partner of Balius Partners, the private investment firm behind Primetime. "They've built real, trusted relationships on campuses across the country, with a creative process that connects with college consumers instead of talking at them. As AI reshapes so much of how brands try to reach people, we believe Newbridge's ability to create real, in-person moments makes them more valuable."

"Newbridge has a dual mission: make a positive impact in college students' lives, and create real joy through experience," said Steve Schubert, CEO and co-founder of Newbridge Marketing. "Primetime and Balius Partners bring the resources and long-term thinking that will help us grow while staying true to what makes Newbridge work. Just as importantly, they get our culture and how we operate. Over 21 years, we've built something we're proud of, and we couldn't be more excited about what's next with Chris and his team."

Newbridge's current leadership team will stay in place, continuing to run the business under the Newbridge name. They'll now be backed by a board with experience from CBS Sports, Chick-fil-A, Expedia, Fanatics, the NFL, Nielsen, Omnicom, Paramount, and Vizio, along with continued investment in talent, technology, and new capabilities from Primetime and Balius Partners.

Financial terms of the transaction were not disclosed.

About Primetime

Primetime is a Balius Partners-owned sports and marketing platform focused on building an integrated ecosystem of businesses serving the youth, high school, college, and community sports and marketing landscape. Primetime partners with founder- and operator-led companies that help brands, schools, universities, venues, events, and local communities connect through sponsorship, media, display, experiential, and engagement solutions. Primetime’s platform includes BASE Sports Group, a national youth sports sponsorship sales agency, and Boostr, a provider of sports digital display solutions for schools and universities. For more information, visit primetimeholdco.com.

About Newbridge Marketing

Newbridge Marketing is an award-winning experiential and college marketing agency headquartered in Lake Oswego, Oregon. The agency specializes in integrated brand experiences that combine campus marketing, live activations and digital media to help brands connect authentically with Gen Z and college consumers. Newbridge has relationships across more than 2,000 college and university campuses and has produced over 1,000 marketing campaigns for leading national brands. The agency has been recognized by leading industry organizations for excellence in experiential and college marketing. For more information, visit newbridgemarketing.com.

About Balius Partners

Balius Partners is a Washington, D.C.-based investment firm that partners with owner-operators and management teams to support long-term growth. Balius provides strategic capital, operational perspective, and partnership-oriented support to businesses seeking to scale while preserving the entrepreneurial focus, customer relationships, and execution discipline that made them successful.

Media Contact

office@newbridgemg.com

SOURCE: Newbridge Marketing