Why Are Mergers and Acquisitions Heating Up in the Event Industry?

The Covid shutdown in the live events industry was a wake-up call for many as the way business is conducted had to be completely strategized. Digital engagement and technology progressed rapidly, and the importance of year-round engagement was amplified. 

Now that live events are back, the industry is leveling out, and mergers and acquisitions are heating up. 

One of the latest deals that has events professionals taking note is B2B company Emerald Holdings buying the assets of Advertising Week from Stillwell Partners. 

This acquisition signifies another step forward in Emerald’s 365-customer engagement strategy of delivering connected experiences by integrating in-person events, content, and commerce.

Advertising Week is a global event focused on marketing, media, technology, and culture founded in 2004 in New York. It now includes events in London, Tokyo, Mexico City, and Sydney, with plans to expand to Johannesburg.

Advertising Week has more than 100,000 attendees at its hybrid events; over 3,000 speakers per year; produces more than 1,000 video content hours; and generates more than 25 billion event PR impressions.

“This exciting potential to join forces with Advertising Week represents an important next step in the implementation of our strategic initiatives and underscores our commitment to evolve and grow our customers’ businesses 365 days a year, combining creativity and innovation with the Emerald platform,” said Hervé Sedky, Emerald’s President and CEO.

Since the reopening of most of the world in June of 2021 through the second quarter of 2022 to date, Emerald, under Sedky’s leadership, has staged 117 in-person trade shows, conferences, and other events, gathering approximately 328,000 attendees and 17,000 exhibiting companies.

Another recent acquisition involved Brightspot Incentives & Events purchasing the corporate event management operations of EventLink International. Mike May, president of Brightspot, said this deal will help the company expand its clients in the real estate, landscaping, wholesale, and home services industries.

In another deal, Clarion Events acquired Digital Insurance Agenda (DIA), a leading conference for the worldwide insurtech and insurance industries. DIA was founded by digital insurance strategists Roger Pevereelli, and Reggy de Feniks, whose insurtech festivals in Barcelona, Amsterdam, and Munich are must-attend gatherings. Their online platforms include DIA TV.

The addition of DIA further enhances Clarion’s portfolio of events and digital platforms within the insurtech market. 

Industry experts report this is just the beginning of many more future mergers and acquisitions.