Ticketek Entertainment Group (TEG) has announced the appointment of Greg Segal as the managing director of sponsorship and premium experiences. This strategic move is part of TEG’s efforts to evolve its platform model in anticipation of the next era of growth in the live entertainment sector.
Segal brings over 30 years of experience in brand partnerships, entertainment marketing, and commercial strategy to TEG. His most recent role was as president of brand and marketing partnerships at Live Nation Entertainment ANZ, where he led a team of 50 in driving sponsorship growth across various platforms, including tours, venues, festivals, and digital channels.
New Role and Responsibilities
In his new position, Segal will spearhead TEG’s newly established sponsorship and premium experiences business. His mission is to unlock integrated brand partnerships across TEG’s expansive platform, which includes sports, music, and live entertainment. Segal will report directly to Cameron Hoy, TEG’s chief operating officer and head of global ticketing.
Segal expressed his enthusiasm for the new role, stating,
“Ticketek Entertainment Group sits at the centre of the live experience economy. The opportunity to build a Sponsorship & Premium Experiences division that embeds brands within the Fan journey by leveraging data, insight, and digital to drive measurable impact is incredibly exciting.”
Strategic Implications for TEG
The appointment of Segal comes at a pivotal time for TEG, as the company seeks to capitalize on the resurgence of live events following the global pandemic. According to industry analysts, the live entertainment sector is poised for significant growth, with audiences eager to return to in-person experiences. TEG’s strategic focus on sponsorship and premium experiences is expected to enhance its competitive edge in this dynamic market.
Cameron Hoy commented on Segal’s appointment, noting,
“Greg brings deep commercial expertise and a proven ability to build integrated partnerships that create value at scale. As we strengthen our Sponsorship & Premium Experiences capability, Ticketek is bringing together specialist talent, commercial creativity, and insight to create scalable partnership models that drive new revenue streams, deepen fan engagement, and unlock greater value across the platform.”
Industry Context and Future Prospects
This development follows a broader trend in the entertainment industry, where companies are increasingly focusing on creating immersive and personalized experiences for fans. By integrating brands into the fan journey, TEG aims to offer unique value propositions that resonate with both audiences and partners.
Experts suggest that the integration of data and digital insights will be crucial in crafting these experiences. By leveraging advanced analytics, TEG can tailor sponsorships to align with consumer preferences, thereby enhancing engagement and driving revenue growth.
As TEG continues to innovate, the industry will be watching closely to see how Segal’s leadership influences the company’s trajectory. The move represents a significant step in TEG’s ongoing transformation, positioning it to thrive in a rapidly evolving entertainment landscape.
Looking forward, TEG’s success in this venture could set a precedent for other companies in the sector, highlighting the importance of strategic partnerships and premium experiences in the future of live entertainment.
