ASM Global partnership to bring sporting events to convention centres portfolio

March 16, 2024

ASM Global has announced that it will work with digital network Playeasy to bring sporting events and activities to its convention centre portfolio.

Aiming to maximise sporting events bookings for ASM Global’s convention centres, the exclusive relationship will provide the venue management giant direct access to more than 600 sporting event operators in over 100 types of sports and activities.

Along with showcasing venue capabilities on the Playeasy platform - the largest digital network in the sporting event and sports tourism industry - ASM Global convention centres will have unprecedented access for identifying sporting event leads, responding to requests for proposals from event organisers, estimating local economic impact and co-marketing upcoming events in collaboration with destination partners.

Highlights of the partnership also include elevated awareness for ASM Global convention centres under the brand’s global profile on the platform, enhanced product offering designed specifically for convention centres, as well as data-driven insights and comprehensive real-time analytics of marketing performance and conversion rates crucial for optimising venue marketing strategies.

Commenting on the partnership, ASM Global Vice President - Market Development, Anna Nash stated “we're thrilled to join forces with Playeasy as its leading sports events and sports tourism platform complements ASM Global's expertise in producing live event experiences.

“This collaboration enhances our ability to drive content to our extensive portfolio of venues, facilitating easier access for sports-event organizers to our convention centres. By leveraging our network, we aim to empower organisers to expand their events across our diverse venues, boosting economic impact from out-of-state visitors."

Kerri Shields, Playeasy’s co-founder and President, added “it's an honour to announce our partnership with ASM Global convention centres. This collaboration brings immense value to our event organizer partners, empowering them to seamlessly connect with premier convention centres nationwide. Beyond that, the true impact of this partnership lies in the value we'll collectively deliver to visitors and local communities surrounding ASM-managed convention centres. Together, we're aiming to elevate sporting event experiences and foster community engagement around those events."

Image: ICC Sydney staged Fast4 tennis in 2017. Credit: Populous.

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