Key Takeaways
- • Velocity Capital Management, a lower-middle-market private equity firm focused on sports, media and entertainment, has acquired a stake in the combined LV8 and Mirage businesses, according to a Business Wire release dated November 2, 2026.
- • Griffin Haddrill, who founded both businesses, will remain Chief Executive Officer of the combined company.
- • The combined platform pairs LV8's social-first brand services agency with Mirage's network of more than 70 owned content channels across social, FAST and the web, which the companies say has amassed over two billion views.
- • Terms of the transaction were not disclosed; Reed Smith (Ross Williams) acted as legal counsel to the company and RockWater (Mike Booth) advised on the deal.
- • The company plans to pursue strategic M&A across marketing and the creator economy, with Velocity partner Erin Edwards stating the firm will support scaling and owned-media expansion.
Summary
Velocity Capital Management ("Velocity"), a private equity firm focused on the sports, media and entertainment ecosystem, announced that it has acquired a stake in the combined LV8 and Mirage businesses, according to a Business Wire release from Las Vegas. Both businesses were founded by digital media entrepreneur Griffin Haddrill, who will continue to lead the combined company as Chief Executive Officer. Terms of the deal were not disclosed.
LV8 is described as a social-first brand services agency based in Los Angeles and Las Vegas that converts client budgets into measurable cultural campaigns. Its offerings span influencer marketing, content creation, digital advertising and social media management. Mirage, which the release describes as a scaled digital video publisher and content syndication company founded in 2021 by Haddrill, operates more than 70 owned content channels across social, FAST and the web, and reports over two billion views across its media network and content. The company also cites more than 400 creator partnerships.
The companies position the combination as a differentiated digital media, marketing and creator platform linking brand marketing, cultural content, audience distribution and owned-media monetization. The combined company intends to leverage LV8's agency capabilities and brand relationships alongside Mirage's content network, infrastructure and recurring revenue streams to address what it characterizes as a gap between brand marketing and scaled content distribution. It also plans to expand across brand strategy, creators, production and distribution, and to pursue strategic M&A opportunities in marketing and the creator economy.
Haddrill described the integration as bringing together a historically fragmented industry, saying the company is "building the infrastructure that connects" the media ecosystem. Erin Edwards, Partner at Velocity Capital Management, said Haddrill has demonstrated a unique ability to build businesses at the intersection of content, culture and technology, and that the firm looks forward to supporting the team as it scales the business and expands its owned-media footprint.
Reed Smith's Ross Williams served as legal counsel to the company, and RockWater's Mike Booth advised on the transaction.
LV8 is described as a social-first brand services agency based in Los Angeles and Las Vegas that converts client budgets into measurable cultural campaigns. Its offerings span influencer marketing, content creation, digital advertising and social media management. Mirage, which the release describes as a scaled digital video publisher and content syndication company founded in 2021 by Haddrill, operates more than 70 owned content channels across social, FAST and the web, and reports over two billion views across its media network and content. The company also cites more than 400 creator partnerships.
The companies position the combination as a differentiated digital media, marketing and creator platform linking brand marketing, cultural content, audience distribution and owned-media monetization. The combined company intends to leverage LV8's agency capabilities and brand relationships alongside Mirage's content network, infrastructure and recurring revenue streams to address what it characterizes as a gap between brand marketing and scaled content distribution. It also plans to expand across brand strategy, creators, production and distribution, and to pursue strategic M&A opportunities in marketing and the creator economy.
Haddrill described the integration as bringing together a historically fragmented industry, saying the company is "building the infrastructure that connects" the media ecosystem. Erin Edwards, Partner at Velocity Capital Management, said Haddrill has demonstrated a unique ability to build businesses at the intersection of content, culture and technology, and that the firm looks forward to supporting the team as it scales the business and expands its owned-media footprint.
Reed Smith's Ross Williams served as legal counsel to the company, and RockWater's Mike Booth advised on the transaction.
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