Strategic combination creates an experienced event company & sports entertainment agency that brings extraordinary connections between brands and fans

QUINCY, MA – January 26, 2022 – The New England Free Jacks (Major League Rugby) have entered a definitive agreement with Heritage Sports Ventures (HSV), a sports & entertainment agency, to merge and form a world-class partnership. HSV brings its existing partnerships with Veterans Memorial Stadium, as well as the City of Quincy, Massachusetts into the fold, with the Free Jacks founder and chief executive, Alex Magleby, now becoming the CEO for Heritage Sports.

Both entities will coordinate on sponsorship assets, live event programming, content, partnerships, ticketing and other strategic marketing and technology approaches. The move is also designed as an opportunity for the Free Jacks to amplify its existing marketing offerings to brands looking to connect with consumers via entertainment and sports programs.

While the merger with HSV marks the Free Jacks foray into the agency business it will draw on HSV’s marketing and sponsorship pedigree, advising, and activating strategies for brand clients in the sports & entertainment space. The result will be a high caliber consultancy that delivers perspective to brands considering an investment in sports and entertainment.

The addition of the HSV expertise in the field of sports and entertainment expands on the Free Jacks commitment to deliver first in class festivals at the team’s home venue, Veterans Memorial Stadium in Quincy, MA.

Structurally, HSV will be operating as a unit of the larger Free Jacks organization.

“At the onset of the Free Jacks we set out to create a world-class entertainment company with the aim to help build better local communities through experiences that inspire, motivate and bring joy,” commented Alex Magleby, Co-Founder and CEO of Free Jacks. “The acquisition of Heritage Sports Ventures accelerates our core mission, more than tripling our annual available event inventory, while coupling a highly talented and experienced sports entertainment group with a hungry and innovative Free Jacks team.”

“We look forward to combining the professional expertise of the Heritage team, with years of experience, in some of the most iconic brands in sports and entertainment, with the hard-working Free Jacks staff to continue to build unforgettable entertainment experiences for the Free Jacks faithful, current and future partners, and our burgeoning New England community here in our long-term home of Quincy, Mass.”

Learn more about the New England Free Jacks at or follow-on Twitter, Instagram, and LinkedIn.

About Heritage Sports Ventures: Heritage Sports Ventures (HSV) is a Boston-based boutique sports, entertainment and media agency focused on optimizing commercial revenue for brands and properties throughpartnership sales, brand alignment, events, and venue management.  Founded in 2021, the HSV executive team is composed of sports and entertainment industry leaders, bringing vast knowledge and experience to the agency and its clients. Visit us online at or email for more information.

About New England Free Jacks: The Free Jacks are an aspiring and innovative live events, media, and consumer products organization. The core brand in the portfolio is The New England Free Jacks, the humble hard-working free-spirited professional rugby team competing in the emergent and exhilarating Major League Rugby (MLR), the premier North American professional rugby competition. For more information, please visit

    Your Cart
    Your cart is emptyReturn to Shop