07-08-2025
Exclusive: Shamrock Capital acquires Penta Group
Shamrock Capital — the Los Angeles-based investment firm specializing in media, entertainment, communications, sports and marketing — has acquired Penta Group, a stakeholder management firm based in Washington, D.C.
Falfurrias Capital Partners, which took a majority stake in 2021, has exited, and financial terms were not disclosed.
Why it matters: It's the latest private equity deal within the communications advisory space.
State of play: This week, Teneo announced a minority investment from LGT Partners, valuing the firm at $2.3 billion. Also, KKR secured a 30% stake in FGS Global in 2023, valuing the firm at $1.4 billion.
Shamrock Capital also backs entertainment communications firm The Lede Company and Highwire, a tech and health care public relations agency.
Penta says it brought in over $100 million in revenue this year, half of which is attributed to its proprietary AI, data and predictive analytics work.
Catch up quick: The firm was founded as Hamilton Place Strategies in 2009 by President George W. Bush administration alums Tony Fratto, Matt McDonald and Stuart Siciliano.
In 2022, Ballast Research, Hamilton Place Strategies, Flag Media Analytics, Alva, Gotham Research Group, and Decode M merged to create Penta.
Since then, Penta acquired the global public affairs firm Hume Brophy and brand communications consultancy Copperfield Advisory.
Between the lines: Communications is experiencing a digital transformation, and Penta is positioning to be known as the firm with the most advanced data tools and capabilities to analyze and predict stakeholder needs and expectations.
What they're saying: "We think that managing across all stakeholders is here to stay and we think that data is going to be central to our value proposition of understanding [stakeholders] inside out and outside in," says McDonald, Penta's CEO.
