McGuireWoods’ nationally recognized private equity team advised Serata Capital Partners (SCP) in its strategic partnership with EventLink Group, an experiential marketing platform specializing in brand activations and customer acquisition engagements.
The backing from SCP will allow EventLink to accelerate expansion into new verticals, invest further in digital and physical logistics, and pursue targeted strategic acquisitions while continuing to operate independently, according to Serata.
Dallas partner Stuart Rasley led the McGuireWoods team representing SCP. Partners Brian Coughlan and Shahrooz Shahnavaz also advised on the transaction.
“We value our relationship with SCP and were pleased to assist our client in closing this important deal,” Rasley said.
Based in Austin, Texas, SCP is a middle-market private equity firm dedicated to creating partnerships that build lasting value for business owners, employees and investors. SCP invests in companies across the business services and consumer products/services sectors, delivering value through its substantial network of operating and advisory partners and its experience in process and systems improvement.
McGuireWoods’ private equity lawyers advise institutional investors, independent sponsors, emerging managers, family offices, investment advisers, management teams, lenders and portfolio companies. The firm earned nationwide rankings for M&A and private equity deal work in the Chambers USA and Legal 500 United States guides. Its international Independent Sponsor and Emerging Manager programs distinguish McGuireWoods as the preeminent law firm for emerging private investment fund managers.
The firm will host the inaugural McGuireWoods Sports Investing Symposium Oct. 29, 2025, in New York, bringing together preeminent investors and participants from across the sports industry.