Azoff MSG Entertainment buys stake in experiential marketing firm OBE.

Azoff MSG Entertainment, Irving Azoff's venture with Jim Dolan's Madison Square Garden Co., has acquired an interest in On Board Experiential Marketing. Financial terms weren't disclosed. Specializing in truly integrated live and online events, OBE merges technology and the power of physical experiences to offer clients the ability to showcase their product and brand message. The deal gives OBE, led by founder-CEO Dan Hirsch and President Deb Lemon, access to AMSGE's wide-ranging talent lineup and resources. Founded in 1995, OBE's clients range from Nike and Google to Dow and Kelloggs.

"OBE is a great company, and I welcome them into the AMSGE family," said Azoff, CEO of L.A.-based AMSGE. "Dan Hirsch and Deb Lemon have created truly authentic, innovative campaigns, and we look forward to working with them to expand their business to the entertainment community".

Added Lemon: "At OBE, we start with understanding the consumer, what they want to see, do, touch and feel. We seek to provide an unforgettable memory and shared experience that is forever associated with our clients and delivers a measurable ROI".