Cirque du Soleil ha acquired a minority equity stake in Montreal-based marketing firm Sid Lee. Sid Lee has been Cirque du Soleil's marketing agency of record for 10 years. The two companies will continue to work together as before for the immediate future, with as-yet unannounced joint initiatives to come. No financial details are available. "This alliance with Sid Lee is a first step in further expanding the creative potential of Cirque du Soleil into new business ventures," said Daniel Lamarre, president and CEO of Cirque du Soleil. "Sid Lee's comprehensive global offering, which spans communications and includes architectural design and technology services as well as an audiovisual production company, is world-class. Synergy with Sid Lee will allow us to further unfold the creativity and innovation of Cirque du Soleil and develop new national and international business opportunities."