IMG buys Brand Events Australia

Taste of Melbourne, Australia
Taste of Melbourne, Australia

Global fashion, sports and media company IMG has acquired Brand Events Australia (BEA) from Brand Events Holdings 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 brings the ownership and operation of the Taste Festivals wholly under IMG, but excludes BEA’s motorsports activities, which will form part of a newly-created separate entity, Live Events AY.

Chris Hughes, chief executive 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."

Stephen Flint Wood, senior vice president of IMG, added: "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, 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." 

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