What EventLink does

EventLink is an integrated experiential marketing agency headquartered in Sterling Heights, Michigan, operating from seven locations across the United States and Canada. The company delivers end-to-end services for enterprise clients spanning strategy and creative development, digital lead capture, live and driving events, mobile tours, fixed-facility operations, custom fabrication, training, warehousing/logistics, product sampling, and fulfillment. Its flagship vertical is the automotive OEM segment, where it has operated the BMW Performance Centers in South Carolina and California under exclusive management for 25+ years and runs multi-brand driving and dealer programs for BMW, General Motors, Volkswagen (including Electrify America EV training), Ford, Audi, Lexus, Infiniti, Kia, Hyundai, and Stellantis. Beyond automotive, EventLink serves a diversified enterprise client base that includes the U.S. Navy (STEM Tour), NBC Sports (Olympics, NFL Sunday Night Football, U.S. Open Golf activations), Suntory Global Spirits, Nordstrom, Macy's, GE Healthcare, Northwestern Medicine, Susan G. Komen, Red Bull, Accel Entertainment, and Adler Entertainment.

The proprietary technology stack consists of 'Glimpse,' a client-facing real-time campaign reporting tool, and a Brand Ambassador platform that supports consumer lead submission and event data capture across mobile and live environments. The company owns and operates 125,000+ square feet of warehouse space, a fleet of 200+ vehicles plus 147 trucks/tractors/trailers, and a direct payroll of more than 2,000 permanent staff augmented by 4,000+ seasonal workers covering 47 states. Fort Point Capital-backed growth since 2017 has produced four acquisitions: Synergy Marketing Partners (2018, digital and regional capabilities), Outcold LLC (2022, fabrication and PR/stunts), Clamor LLC (November 2023, creative agency and mobile tours), and GM EVENT assets from EEI (2024). The go-to-market motion is enterprise field sales targeting large global and national brands through long-cycle RFPs and partnerships with major holding-company agencies (Jack Morton, Octagon, VML, Wunderman Thompson, MRM, GP Strategies). Revenue is earned through project-based fees, long-term client contracts, and managed-services arrangements for fixed-facility operations; the company does not disclose pricing, and no public revenue figures are available.

Name

EventLink

Legal name

EventLink LLC

Website

https://eventlinkgroup.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

EventLink is an integrated experiential marketing agency that designs, fabricates, and executes live events, mobile tours, driving experiences, and fixed-facility programs for enterprise clients — primarily automotive OEMs (BMW, GM, VW) plus healthcare, government, retail, spirits, and sports/entertainment brands — operating from seven U.S./Canadian locations with 2,000+ permanent staff and 4,000+ seasonal workers.

Ownership category

akta.pro rank

Product category

Experiential Marketing Services

NAICS

Convention and Trade Show Organizers (561920), Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310), Other Spectator Sports (711219)

SIC

Services-Advertising Agencies (7311), Services-Racing, Including Track Operation (7948), Services-Facilities Support Management Services (8744)

akta.pro primary industry

Experiential Logistics & Tour Management (Roadshows) (MPAAAGAK)

akta.pro secondary industries

Event Marketing & Audience Development Services (MPAGAJAD), Event Logistics & Transportation Coordination (HSACAAAL)

Keywords

• Experiential marketing services
• Event management agency
• Mobile tour activations
• Automotive driving events
• Fixed facility operations

Headquarters

HQ city

Sterling Heights

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Integrated Experiential Marketing Services: Full-service project fees bundling strategy, creative development, digital services, live events, driving events, product sampling, fabrication, fulfillment, warehousing, and training. Revenue is earned through long-term client contracts and project-based engagements with major brands (automotive, spirits, retail, government). Land-and-expand dynamic as clients deepen relationships over years — BMW (30+ years), GM (20 years).
2. Fixed Facility and Asset Management: Management and operation of fixed facilities (e.g., BMW Performance Centers) and owned vehicle/fleet assets (147 trucks/tractors/trailers, 200+ vehicles, 100+ BMW vehicles) on behalf of clients, generating recurring management fees.
3. Promotional and Loyalty Programs: Operates sweepstakes, contests, games, and incentive/loyalty programs on behalf of clients, collecting lead data and providing promotional program execution services.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

EventLink is an integrated experiential marketing agency that plans, designs, fabricates, staffs, and executes live events, driving events, mobile tours, fixed facility operations, product sampling, training programs, warehousing/logistics, and digital lead capture for enterprise brand clients. The company owns and operates proprietary assets including 125,000+ sq ft of warehouse space, 200+ vehicles, 147 trucks/trailers, and a 2,000+ person owned workforce, and delivers the full campaign lifecycle from strategy through measurement using its proprietary Glimpse reporting platform.

Product overview

EventLink is an integrated event marketing agency offering a comprehensive suite of experiential marketing services. The company's portfolio includes proprietary reporting tools (Glimpse) alongside core services spanning driving events, live events, fixed facility operations, fabrication, training, warehousing/logistics, strategy/creative, digital services, sampling, fulfillment, and driving instruction. The company operates across multiple industry verticals including automotive, retail, spirits, government, sports/entertainment, health & wellness, and gaming, serving clients such as BMW, General Motors, Volkswagen/Electrify America, Suntory Global Spirits, Nordstrom, NBC, and various government agencies. EventLink manages over 4,000 seasonal staff across 47 states with 125,000+ square feet of warehouse space and 200+ vehicles.

Differentiator

Problem solved

Functional benefit

Products and services

• Driving Events Auto shows and ride-and-drive experiences for luxury automotive brands, including on-track engagements and high-profile event execution for enterprise clients such as BMW and GM.
• Live Events Pop-up experiences, influencer events, branded environments, trade shows, PR stunts, and in-person activations with complete planning, design, build, and execution for enterprise brand clients.
• Fixed Facility Operations 24/7/365 management of performance driving facilities, trade show installations, and branded visitor centers at multiple U.S. locations for enterprise clients such as BMW Performance Centers.
• Custom Fabrication In-house design and engineering of custom trucks, buses, vans, trailers, storage containers, and tiny houses for mobile activations and promotional vehicles.
• Training and Product Testing Course design, trade show support, e-learning development, and large-scale training and certification programs for retail sales ambassadors, dealer staff, and EV infrastructure training.
• Warehousing and Logistics Asset storage, transportation, and inventory management with 125,000+ square feet of warehouse space and a fleet of owned vehicles including UPS Partner status.
• Strategy and Creative Strategic roadmap development, ideation, concepting, design, and production services for brand marketing campaigns across enterprise clients.
• Digital Services Data capture, lead collection, web development, direct consumer engagement, lead management, registration, and follow-up services for enterprise brand campaigns.
• Sampling Product launches, street teams, and sampling booths for national on-premise programs and regional events for spirits, beverage, and consumer brand clients.
• Fulfillment Premiums and incentives management, sweepstakes execution, and event kit fulfillment services for promotional and loyalty programs.
• Driving Instruction Professional driving instruction services for performance driving experiences, automotive training programs, and skills-for-life programs.
• Glimpse Reporting Platform A proprietary client-facing reporting tool that provides real-time campaign performance data and analytics, allowing enterprise clients to monitor campaign metrics anywhere, anytime.

Quantifiable outcome

• 1.5M+ direct product drives completed for BMW over 20+ years
• +3 more outcomes

Named customers24 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• GM EVENT Assets (EEI)coreStrategic or Co-development Partner · 1 January 2024EventLink completed purchase of GM EVENT assets from EEI, adding new display assets to existing inventory for Chevrolet, Cadillac, and Buick/GMC brand activations.
• Clamor LLCcoreStrategic or Co-development Partner · 16 November 2023Acquisition of Clamor, a strategic marketing and experiential agency based in Minneapolis. Supported by Fort Point Capital. The acquisition aims to expand EventLink's mobile tour capabilities and enhance its experiential marketing platform. Clamor's team adds creatively led agency expertise and clients including NBC Sports, GE Healthcare, and US Bank.
• Outcold, LLCcoreStrategic or Co-development Partner · 1 January 2022Acquisition of Outcold LLC and Ford Driving Skills for Life contract. Added bold, authentic Chicago-based firm with fabrication capabilities (mobile tours, pop-ups), PR and social media stunt expertise. Clients added: Nordstrom, Amazon, VML, Camping World, Deep Eddy Vodka.
• Synergy Marketing Partners, LLCcoreStrategic or Co-development Partner · 1 January 2018Acquisition expanded client and industry diversification, bringing Chicago-based regional experiential agency model, digital capabilities (sweepstakes, promotions, sponsorships), and clients including Agency 720, Northwest Medicine, Jack Morton, and Nissan.
• ESI Event DivisioncoreStrategic or Co-development Partner · 1 January 2009Asset purchase of ESI Event Division. Built the company's foundation in executing logistically complex events work direct to brand or through agencies. Early long-tenured clients included BMW (1998), GM (2000), Toyota, Jack Morton (1998), and Octagon (1998).
• Jack MortonminorGTM or Marketing PartnerLong-standing agency partnership. Jack Morton sources EventLink for experiential execution on national and regional sponsorships through driving events, hospitality, motorsports, vehicle displays, training, and sweepstakes for brand clients.
• OctagonminorGTM or Marketing PartnerAgency partner for national corporate programs with BMW (Genesco for regional events and training).
• VMLminorGTM or Marketing PartnerVML partnered with EventLink on the Navy STEM Tour and other activations. EventLink develops and implements the Navy STEM tour in partnership with VML, visiting 60+ locations annually.

Scale indicators14 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Jack Morton Worldwide: Global brand experience agency and longstanding EventLink channel partner (per company data), with overlapping capabilities in live events, sponsorships, and driving programs for major consumer brands. Directly comparable as a full-service experiential marketing competitor.
• Octagon: Sports and entertainment-focused experiential agency, also a named EventLink channel partner. Comparable in delivering driving events, motorsports, and sponsorship-driven activations for global brands.
• Sparks: Shopper and consumer experiential marketing agency delivering brand experiences, retail activations, and live events for global brands. Closely comparable in execution-driven, integrated experiential work.
• George P. Johnson Experience Marketing: Large, long-standing experiential marketing agency with deep expertise in trade shows, live events, and brand activations — directly comparable in scale and integrated agency positioning to EventLink.
• MKG: Independent experiential marketing agency specializing in brand experiences, events, and creative campaigns for major consumer brands. Comparable in service mix and mid-to-large enterprise client base.
• Mosaic: Experiential marketing agency focused on field marketing, mobile tours, and consumer engagement programs for Fortune 500 brands. Directly overlaps EventLink's mobile tour, sampling, and staffing capabilities.
• Marketing Werks: Experiential agency with deep roots in retail, mobile tours, and consumer engagement programs. Comparable in execution-focused service model and retail/consumer brand client roster.

Emerging players

• Elevate (formerly Leverage): Brand experience agency combining strategy, creative, and production for enterprise clients. Comparable in mid-sized enterprise experiential work, with a more digitally native positioning.
• M Booth Health: Specialized healthcare experiential and communications agency — comparable to EventLink's healthcare vertical work (GE Health, Northwestern Medicine, Susan G. Komen) but with a narrower category focus.

Broad incumbents

• GP Strategies (now的一部分 of Unison Technologies portfolio): Large workforce-performance and learning-solutions provider that overlaps with EventLink's training/product testing and dealership training offerings, including a named relationship with EventLink as an agency partner.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/EventLink
• LinkedInlinkedin.com/company/eventlink-llc
• Instagraminstagram.com/eventlinkllc

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries4 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about EventLink