F.Y.I.

IMG to form new division after acquiring Taste Festivals operator Brand Events Australia

Sport, fashion and media brand IMG has acquired Brand Events Australia, the company behind the Taste festivals in Sydney, Melbourne and Perth.

The announcement:

IMG, a global leader in sports, fashion and media, has today acquired Brand Events Australia Pty Ltd (BEA) from Brand Events Holdings Ltd (UK).

Brand Events Australia stages the Taste Festivals in Sydney, Melbourne and Perth under license from IMG and also produces the Margaret River Gourmet Escape in Western Australia. The deal, which brings the ownership and operation of these Taste Festivals wholly under IMG, excludes BEA’s motorsports activities which will form part of a newly-created separate entity, Live Events AY Pty Ltd.

Stephen Flint Wood, Senior Vice President of IMG, said: “We are excited to be acquiring Brand Events Australia following our acquisition of Taste Festivals globally in 2013.  Building on a very talented team, we will enhance and expand these great culinary events with its operational excellence combined with its local and international knowledge.

Chris Hughes, CEO of Brand Events Holdings UK, the creator of Margaret River Gourmet Escape will remain as a Director of the event and we look forward to collaborating with him.  We also look forward to welcoming Hannah Pike, Managing Director of BEA, and the rest of the Brand Events Australia team to IMG.”

Chris Gilbert, Senior Vice President & Managing Director IMG Australia & NZ, commented “The Australian team are delighted to welcome the Brand Events team into our local business operation.  The culinary space continues to grow in market appeal and we look forward to supporting the continued growth and development of these acclaimed events.”

Hannah Pike, Managing Director of Brand Events Australia, said: “I am delighted with achievements that we have made in the Australian marketplace since our launch in 2008. I am excited about what the future holds for the business under the new ownership of IMG.

“I believe that the shared knowledge, resources and networks that being part of a successful global talent and events company will ensure that Taste Festivals and Margaret River Gourmet Escape can continue to thrive.”

Chris Hughes, CEO of Brand Events Holdings UK, said: “We are extremely proud of the BEA business and all it has achieved in the Australian Food and Drink market.   IMG are the ideal global partner to grow these events and further expand them as they are doing with the rest of the Taste Festivals business. We look forward to working together in the years to come.”

Margaret River Gourmet Escape is an extraordinary festival of food and wine with over 40 unique events set in stunning locations across the Margaret River Wine Region of Western Australia.

The festival has a premium focus on the ‘world’s best’ and attracts an unparelled line up of over 50 international and Australian food and wine experts with previous ambassadors including Heston Blumenthal, Rick Stein, Massimo Bottura, Peter Gilmore, James Halliday, Clare Smyth, Rene Redzepi and David Chang. It won the ‘Best New Event” at the 2013 Australian Event Awards.

Taste Festivals began in London in 2004 with one event and has grown into a global brand with 21 planned for 2015. The events showcase the latest, greatest, and most exciting restaurants of any given city to offer signature dishes and inspiration to thousands of foodies over three or four days. Taste has been critically acclaimed as one of the world’s greatest restaurant festival brands with over 100 of the world’s top chefs taking part globally.

Source: IMG and Brand Events Australia press release

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.