Jan 2024

Audax Private Debt Provides Financing to Support Sentinel Capital Partners’ Acquisition of Market Performance Group

Audax Private Debt announced that, as Lead Investor, it provided Mezzanine Notes to support Sentinel Capital Partners’ (“Sentinel”) investment in Market Performance Group (“MPG” or the “Company”), a provider of sales strategy, account management, data and analytics, and other outsourced marketing services to health, beauty, personal care, and food brands across e-commerce and brick-and-mortar retail channels.

Headquartered in Holmdel, NJ, MPG offers best-in-class omnichannel capabilities and integrated marketing solutions for a wide range of strategy and commercialization needs, including Strategy & Business Consulting, Omnichannel Strategy & Services, Business Analytics & Insights, Consumer Marketing & Retail Activation and Order to Cash / 3PL. Its customers include some of the largest retailers and manufacturers in the consumer-packaged goods industry. Having grown both organically and through acquisitions, Market Performance Group continues to be a leader in the omnichannel agency space.

Based in New York, Audax Private Debt is a leading debt capital partner for North American middle market companies. Since its inception in 2000, the firm has invested more than $36 billion in support of over 275 private equity sponsors. Audax Private Debt works collaboratively to build tailored financing solutions for its clients through a comprehensive range of offerings that includes first lien, stretch senior, unitranche, second lien, and subordinated debt, as well as equity co-investments. Audax Private Debt is an experienced and trusted partner with senior leadership averaging more than 26 years in private credit and 15 years working together at the firm through multiple economic cycles. For more information, follow us on LinkedIn.