Outfront Media announced the creation of a new experiential marketing division, appointing Patrick Cresson as vice president of asset development & events and Chris Mallen as senior director of sports marketing & partnerships. The hires signal a strategic push toward large‑scale, in‑real‑life activations for major sporting and cultural events across the United States.
The company also revealed an exclusive partnership with Wasserman Live, a leading sports‑marketing and experiential operations firm. Under the agreement, Wasserman Live will provide branding, signage, custom fabrication, live event production and experiential operations for marquee events such as the Super Bowl, World Cup, Formula 1 races, NBA All‑Star Weekend and major music festivals. Outfront will leverage its extensive billboard and transit footprint to deliver immersive, city‑wide activations that extend beyond traditional out‑of‑home locations.
Outfront’s Q3 2025 financial results provide a solid foundation for the expansion. Revenue reached $467.5 million, beating the $458.32 million consensus by $9.18 million. Net income rose to $51.3 million, and earnings per share were $0.29 versus the $0.25 expected. Adjusted funds from operations climbed to $100.3 million, and adjusted OIBDA reached $137.2 million. The transit segment grew 23.7%, while billboard revenue slipped 2.2%, underscoring the company’s shift toward higher‑margin, high‑impact assets.
CEO Nick Brien highlighted the transit segment’s strength and expressed confidence in continued momentum, noting that the company’s focus on real‑world engagement and technology partnerships—such as the recent collaboration with Amazon Web Services—positions it well for future growth. CFO Matthew Siegel emphasized disciplined cost management and announced a raised full‑year AFFO guidance, reflecting the company’s optimism about sustaining profitability amid the expansion.
The experiential marketing push diversifies Outfront’s revenue mix and leverages its existing assets to capture a growing in‑real‑life marketing market. By partnering with Wasserman Live, the company gains expertise in event production and experiential operations, while its AWS partnership enhances digital and programmatic capabilities. Together, these initiatives strengthen Outfront’s competitive position against other out‑of‑home and experiential marketing firms.
Investors responded positively to the earnings release and the expansion announcement, reflecting confidence in Outfront’s strategic direction and financial health.
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