Expanded group strengthens A&M’s operator-led capabilities to help sports, media and entertainment companies improve performance, modernize operations and accelerate value creation.

NEW YORK, NY — July 9, 2026 — As sports, media, entertainment and technology converge, owners, operators and investors face rising pressure to modernize operations, rethink monetization models and improve performance.  Alvarez & Marsal (A&M), a leading global professional services firm, today announced the expansion of its Media & Entertainment platform into the Sports, Media & Entertainment (SM&E) Industry Group, formally adding sports as a dedicated sector focus. The expanded group will be led by Jeff Shaffer, Managing Director, and will report to Nick Alvarez, Managing Director and National Practice Leader of A&M Private Equity Performance Improvement.

The expansion is further strengthened by the appointments of Greg Merchant, Eddie Gonzales and Gregory Jensen as Managing Directors. Together, they deepen A&M’s ability to help clients address strategic, operational and financial priorities across sports, media, entertainment, digital platforms and technology-enabled business models.

The SM&E Industry Group is designed to help organizations improve performance amid shifting consumer behavior, new distribution models, rising rights and content costs, rapid technology change and growing pressure to create value.

“SM&E leaders are navigating the most compressed period of disruption the industry has seen in decades — from consolidation and the monetization reset in streaming to escalating rights economics, AI-driven operating model change, and intensifying pressure for margin expansion,” said Jeff Shaffer, Managing Director and SM&E Industry Group Lead at A&M. “Sports, media, entertainment and technology are converging faster than ever, and clients’ expectations for results have never been higher. Through one integrated team and platform, we are better positioned to help modernize operations, improve performance and accelerate growth.”

A Unified Platform Built for Execution

Across sports, media and entertainment, direct-to-consumer models, consolidation, evolving monetization strategies, AI, cloud, automation and next‑generation connectivity are reshaping products, workflows and consumer expectations. At the same time, the lines between content businesses, technology platforms, rights holders and live experience companies continue to blur. 

A&M’s SM&E Industry Group helps clients translate strategic priorities into measurable results. The group supports executives and deal teams across the full ecosystem, including leagues, teams, federations, rights holders, venues, live event businesses, studios, streaming platforms, broadcast networks, digital media companies and technology-enabled entertainment businesses.

The SM&E Industry Group supports clients across key priorities including:

• Transformation and performance improvement
• Operating model design and organizational effectiveness
• Revenue strategy, monetization and commercial acceleration
• Cost optimization and margin improvement
• Program management for complex initiatives
• Data, analytics and performance management 
• Transaction-driven value creation and post-deal execution

Managing Director Appointments

A&M also announced the appointments of three Managing Directors who bring deep sector expertise and a track record of execution across sports, media and entertainment.

Greg Merchant, Managing Director, brings more than 25 years across sports, media and entertainment, with expertise spanning market strategy, operating model transformation, AI enablement, complex transaction advisory and IP optimization. His sector experience includes broadcast, streaming, film, music, publishing and education. Prior to A&M, he was a Managing Director at Accenture Strategy and Monitor Deloitte.

Eddie Gonzales, Managing Director, brings more than 25 years across media and entertainment, software and digital platforms, advising C-suite executives and investors on growth strategy, go‑to‑market transformation, ecosystem and platform strategy, modernization and transaction-driven value creation. At Accenture, he led the Northeast Software & Platforms industry business.  He also served as Chief Strategy Officer for Sprint Business IoT during its merger with T-Mobile. Prior to A&M, he was a Managing Director at Accenture Strategy and earlier held roles at Sony Music and Warner Music Group.

Gregory Jensen, Managing Director, brings more than 15 years leading digital modernization, technology and finance transformation, and post-merger integration for global media, entertainment and sports organizations. Notable engagements include a $150M+ technology cost reduction program for a global publisher, post-merger integration for two global media conglomerates, serving on the steering committee for the state-of-the-art Golden State Warriors’ Chase Center sports & entertainment venue, and the launch and scale-up of a major streaming service’s advertising business. Prior to A&M, he led Accenture’s West Coast Media & Entertainment practice, overseeing a team of more than 450 practitioners.

“The pace of change across sports, media and entertainment has made execution capability a competitive advantage,” said Nick Alvarez, Managing Director and National Practice Leader of A&M PEPI. “With this expanded platform and the addition of Greg, Eddie and Gregory, A&M is better positioned to help clients improve performance, accelerate value creation and deliver results in a sector where strategy and execution can no longer be separated. This is the right platform, with the right team, at the right time.”

About Alvarez & Marsal

Founded in 1983, Alvarez & Marsal is a leading global professional services firm renowned for its leadership, action, and results. A&M provides advisory, business performance improvement, and turnaround management services, delivering practical solutions to address clients’ unique challenges. With a worldwide network of experienced operators, world-class consultants, former regulators, and industry authorities, A&M helps corporates, boards, private equity firms, law firms, and government agencies drive transformation, mitigate risk, and unlock value at every stage of growth.

Media Contact: globalmedia@alvarezandmarsal.com