Overture Promotions (asi/288473), a Counselor Top 40 distributor, has inked a deal to acquire Pride Products (asi/299307), a distributor that manages promo for large law firms and higher education institutions, and a Counselor 2024 Best Place to Work. Financial terms of the deal were not disclosed.

“Pride’s vertical specialization in serving large law firms, professional services organizations and universities was a primary driver of this acquisition,” said Tej Shah, CEO of Overture Promotions and a member of Counselor’s Power 50 list of most influential people in promo. “By combining Pride’s vertical knowledge with Overture’s expertise, we see a powerful opportunity to elevate how these clients are supported.”

Founded by Wendy Ferber and Andrew Nadel, Pride Products partners with law firms, as well as leading universities including the University of Pennsylvania, Princeton University and Georgetown University. Pride’s top 10 clients average more than 15 years in tenure, which Overture says closely aligns with its own values.

“Our clients operate in environments where brand integrity and execution matter enormously,” said Ferber, co-owner and CEO of Pride Products and a graduate of UPenn’s Carey Law School. “Overture brings global reach, enterprise-level technology and in-house production capabilities that allow us to offer our clients more, without compromising the service and trust we’ve built over decades.”

“By combining Pride’s vertical knowledge with Overture’s expertise, we see a powerful opportunity to elevate how these clients are supported.”Tej Shah, Overture Promotions (asi/288473)

As part of the deal, Pride Products will become fully integrated with Overture Promotions, giving Pride’s clients direct access to Overture’s global infrastructure, enterprise program management capabilities and in-house production.

“This partnership is so exciting, as our clients will continue to receive the same service level from the same team, yet now have access to so much more,” Nadel said. “It was time for us to go to the next level and Overture gives us the scale and infrastructure to do so.”

Overture has executed a few other strategic acquisitions that expand its global footprint and deepen its service capabilities. In 2024, the company acquired Brandon, a distributor based in Sweden with operations in Gothenburg and Shanghai. Then, in February 2025, Overture purchased Eco Promotional Products to expand its sustainable merchandising capabilities.

Shah stepped into the role of CEO at Overture less than a year ago, after being a part of the firm’s leadership team for over 15 years. He was the executive vice president of global sales and marketing at Overture before assuming the CEO position. He made his Counselor Power 50 debut in 2025.

Based on 2024 North American promotional products revenue of $126.2 million, Overture Promotions ranks 22nd on Counselor’s most recent list of largest distributors in the industry.