Elevate, a leading global agency known for its work across sports and entertainment, today announced the acquisition of Sweet Management Group (SMG), a preeminent chef representation and culinary consultancy. Elevate’s strategic expansion into the culinary space solidifies its unique position to offer integrated, end-to-end solutions for a wide variety of clients operating at the convergence of sports, entertainment, and the hospitality landscape. This acquisition follows recent acquisitions of GA and Downstream, further accelerating Elevate's momentum and global reach.
Sweet Management Group, led by CEO Lonny Sweet, brings an impressive roster of Michelin-starred chefs, James Beard award winners, Top Chef champions, Iron Chefs and TV personalities including Marc Forgione, Michelle Bernstein, Ludo Lefebvre, Nina Compton, Rodney Scott, Tiffani Faison, Jeremy Ford, Damaris Phillips, Tristen Epps, Leah Cohen, Jonathan Sawyer, Fabio Viviani, Ryan Ratino, Akhtar Nawab, Michael Elegbede and Lindsay Autry. SMG’s expertise in chef representation, hospitality & sponsorship consulting, and brand development complements Elevate’s existing capabilities, enabling the agency to now also deliver world-class culinary marketing solutions.
“The Sweet Management Group team brings incredible expertise and relationships in the culinary world, and we look forward to serving new audiences in meaningful ways gathered around food and beverage.”
Cameron Wagner
Elevate Chief Client Officer
"Driven by Elevate’s proprietary data and consumer research, we've identified a clear shift in that fans are no longer satisfied with singular interests, but are engaging with a powerful convergence of passion points. This strategic insight revealed that food, as a universal and high-touch cultural element, is critical for delivering truly relevant experiences."
"The integration of SMG allows us to immediately embed food into the programs we build for properties, brands, and events. Elevate now offers specialized chef representation and culinary consulting, significantly enhancing our ability to connect consumers and deliver comprehensive, data-backed hospitality experiences, while gaining a roster of over 25 clients."
“Working with Elevate allows us to amplify the reach and impact of our chefs and culinary partners.”
Lonny Sweet
CEO of Sweet Management Group
“Their deep relationships across sports and entertainment, as well as their ability to create cultural moments, align perfectly with our talented roster of chefs and experience in the culinary marketing space. I have always believed culinary marketing can be as impactful a platform as sports and entertainment, and I know being a part of Elevate will help bring that to reality.”
About Elevate
Elevate is a global, integrated agency network committed to helping properties, brands, and universities forge deeper connections with their audiences to unlock growth. Serving more than 1,000 clients across sports, entertainment, consumer products, retail, and more, Elevate transforms followers into devoted fans.
An agency rooted in innovation, Elevate leverages EPIC, its proprietary intelligence platform powered by advanced data and AI technology. EPIC integrates tools for consumer insights, ticketing, property analytics, and more, empowering clients to maximize ROI, enhance fan engagement, and craft campaigns that foster lasting loyalty.
Founded in 2018, Elevate partners with clients worldwide from offices across North America, Europe, Asia, and Australia. For more information, visit us at www.oneelevate.com.
About Sweet Management Group
Established in 2008 by Lonny Sweet, Sweet Management Group (www.sweetmanagement.com) is a leading culinary marketing and talent management agency representing some of the most celebrated chefs in the industry. With a roster that includes Marc Forgione, Rodney Scott, Nina Compton, Tiffani Faison, Ludo Lefebvre, Michelle Bernstein, Jeremy Ford, Ryan Ratino, Tristen Epps, Leah Cohen, Jonathon Sawyer and Damaris Phillips, among others, the agency partners with brands, media, and hospitality groups to create elevated, high-impact culinary experiences. From strategic partnerships and content development to brand storytelling and national campaign execution, Sweet Management Group is dedicated to shaping the future of food culture through authentic chef voices and innovative culinary talent
Media Contact:
Meg Ryan
EVP, Marketing
978-270-1017
