MMGY’s Biggest Deal Brings Las Vegas Marketing and Lobbying Into Its Fold
MMGY Global is combining with R&R Partners, the marketing agency behind Las Vegas’ “What Happens Here, Stays Here” campaign that also holds a lobbying arm in Nevada.
MMGY said the transaction is the largest in its four-decade history, creating an organization with more than 800 employees and bringing in R&R’s offices in Nevada, Washington, D.C., and Mexico City. The deal closed September 30 but was announced Wednesday. Financial terms were not disclosed.
The travel and tourism agency is majority owned by funds managed by EagleTree Capital, which acquired the business in 2023. A press release at the time said MMGY had quadrupled in size since 2016, completing 11 acquisitions and gaining high-profile clients like Brand USA and Visit California.
R&R extends
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Key Points
- MMGY Global combined with R&R Partners in what MMGY called the largest deal in its four-decade history, creating an 800-plus employee agency with offices added in Nevada, Washington, D.C., and Mexico City. The deal closed September 30; terms were not disclosed.
- The merger deepens MMGY’s tie to the Las Vegas Convention and Visitors Authority, which in May approved a three-year, $309 million agreement with R&R through 2029, plus a two-year option worth $221 million — renewed without a new competitive bid.
- R&R adds lobbying, government and community affairs, and crisis consulting to MMGY’s offer, services aimed at destination clients navigating public funding pressure. Brand USA, a client of both, is seeking congressional reauthorization after an 80% cut to its federal match cap.
Summary
MMGY Global, the travel marketing agency majority owned by EagleTree Capital, has combined with R&R Partners, the Las Vegas agency behind “What Happens Here, Stays Here” and the holder of the Las Vegas Convention and Visitors Authority account. MMGY said it is the largest transaction in its four-decade history, creating an organization with more than 800 employees and adding R&R’s offices in Nevada, Washington, D.C., and Mexico City. The deal closed September 30 and was announced Wednesday; financial terms were not disclosed. R&R keeps its brand, leadership, and client teams, with CEO Michon Martin joining MMGY Global’s executive leadership team. The acquisition extends MMGY’s buying spree — 11 deals since 2016, according to a 2023 EagleTree release — into government and community affairs, lobbying, and crisis consulting, alongside new sector exposure in healthcare, aerospace and defense, and professional sports. The timing matters for destination clients dependent on public money: Brand USA, a client of both agencies, is seeking funding reauthorization from Congress after its federal funding match cap was cut 80% in 2025 and has been drawing on reserves to sustain spending, Skift reported.
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