Spark Event Group

What Spark Event Group does

Spark Event Group is an Australian B2B event management and workforce solutions provider founded in 2019 through the merger of Miles Per Hour (event management) and Event Workforce Group (workforce solutions), followed by the integration of VIPeople (venue customer service staffing). The company delivers end-to-end event services spanning project management, venue management, site planning, operations and logistics, event marketing, entertainment and production, catering, budgeting, risk management, and council approvals, alongside a managed workforce offering covering staff planning, scheduling, recruitment, time and attendance, and performance management. It operates across five Australian states (VIC, SA, WA, NSW, QLD) via state-based Rosterfy recruitment portals through which a curated pool of 3,934+ trained event professionals has delivered 1,521 events and 57,042 shifts totalling 357,884 hours.

The underlying technology stack is centred on the Rosterfy workforce management portal, which provides staff scheduling, shift allocation, time and attendance tracking, and availability management — a third-party SaaS platform rather than proprietary IP. Operations are categorised into three integrated service lines: Spark Event Management (planning and delivery), Spark Event Workforce (staffing and people solutions), and VIPeople (venue-specific customer service staffing). The company combines these into a single-vendor value proposition for clients seeking to consolidate event vendors.

Spark generates revenue through professional services fees for event management and managed services fees for workforce supply, with pricing negotiated per event based on scale, duration, staffing requirements, and service scope. No standard pricing is publicly disclosed. The go-to-market is predominantly enterprise B2B field sales targeting major event organisers, sporting governing bodies, marquee venues (Sydney Opera House, Melbourne Park), and corporate clients. Marquee customers include the FIFA Women's World Cup 2023, Formula 1 Australian Grand Prix, Australian Open, TEG Sport, and Sydney Children's Hospitals Foundation. The company is privately held with no disclosed external funding, parent company, or institutional ownership.

Name

Spark Event Group

Legal name

Spark Event Group

Website

https://sparkeventgroup.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Spark Event Group is an Australian B2B provider of end-to-end event management and workforce solutions, serving major sporting bodies, venues, and corporate clients across Australia with a curated 3,934-strong event staffing pool and Rosterfy-powered workforce operations.

Ownership category

akta.pro rank

Product category

Event Management Services

NAICS

Convention and Trade Show Organizers (561920), Convention and Trade Show Organizers (56192), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Full-Service Event Planning & Production (HSACAAAA)

akta.pro secondary industries

Event Staffing, Ushers & Brand Ambassadors (HSACAAAF), Event Production & Technical Services (AV, Lighting, Staging) (BPAFAGAB)

Keywords

• Event management services
• Workforce staffing solutions
• Venue operations support
• Event production services
• Crowd management services

Headquarters

HQ city

Southbank

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Event Management Services: End-to-end event management services including project management, venue management, site planning, operations and logistics, event marketing, entertainment and production management, catering, budgeting, risk management, and council approvals. Revenue is generated through service fees for event planning and operational delivery.
2. Event Workforce Solutions: Supply of trained event staff and workforce management services to events of all sizes. Services include on-site management, staff scheduling, recruitment and selection, time and attendance management, and performance management. Revenue generated through staffing fees based on headcount and service duration.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Spark Event Group is an Australian company founded in 2019 that delivers end-to-end event management and workforce solutions. It supplies trained staff for sporting events, corporate functions, and venue operations, and combines event management with workforce scheduling technology (via Rosterfy) to offer a single integrated service across multiple Australian states.

Product overview

Spark Event Group offers a unified suite of event management and workforce solutions through three integrated service offerings: Spark Event Management (core event planning, operations, and delivery services), Spark Event Workforce (workforce management solutions including staffing, scheduling, and recruitment), and VIPeople (acquired brand specializing in venue customer service professionals). The company positions itself as a one-stop-shop delivering end-to-end event solutions, combining operational precision with workforce expertise under one roof.

Differentiator

Problem solved

Functional benefit

Products and services

• Spark Event Management
• Spark Event Workforce
• VIPeople

Named customers8 records

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Mother's Day ClassiccoreStrategic or Co-development PartnerMother's Day Classic is one of Australia's largest and most inspiring fundraising events with over 100,000 participants and 90+ events nationwide. Spark has been an invaluable partner since 2021, providing event management, safety focus, and operational excellence while always keeping the community at the heart of everything they do.
• University of MelbourneminorStrategic or Co-development PartnerLogo partnership indicating collaboration with university events and initiatives.
• Melbourne ParkcoreStrategic or Co-development PartnerYear-round workforce partner since 2019 for Australian Open and other Melbourne Park events. Workforce delivered across venue operations, guest services and logistics with mandatory venue induction and event-specific training.
• TEG SportcoreStrategic or Co-development PartnerContracting relationship since 2015. Spark provides venue planning, matchday operations, contractor communications, team liaison logistics and event accreditation for premium international sporting events including EPL World Tours, Manchester United Tour, NHL Global Series Melbourne.
• Australian Grand Prix CorporationcoreStrategic or Co-development PartnerWorkforce partner for Formula 1 Australian Grand Prix. Managed 800+ staff with 99% attendance in 2025, covering patron services, hospitality and venue operations across 7 event zones.
• BocciaminorStrategic or Co-development PartnerLogo partnership indicating collaboration with sporting events.
• Match HospitalitycoreStrategic or Co-development PartnerDelivered 64 matches across 10 venues in Australia & New Zealand for FIFA Women's World Cup Australia & New Zealand 2023. Provided Host, Supervisor & Stagehand teams nationwide with standardised training and end-to-end workforce logistics.
• Sydney Opera HousecoreStrategic or Co-development PartnerTrusted workforce partner supporting Sydney Opera House events and theatre operations. Delivered guest services, ushering, cloakroom and event operations staff with venue induction and operational training.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Spotless Group (Venue, Events & Hospitality): Large Australia-based venue, event, and hospitality services provider serving major venues and sporting events. Comparable to Spark's venue staffing and event operations work for Sydney Opera House, Melbourne Park, and major sporting events.
• Jack Morton Worldwide: Global experiential brand experience agency producing events, activations, and sponsored experiences for major brands. Overlaps with Spark Event Group's corporate event, brand activation, and sponsorship event work, though at a larger scale.
• George P Johnson Experience Marketing: Global experiential marketing agency delivering end-to-end event management, brand experiences, and event production for major brands. Directly comparable to Spark Event Management in full-service event delivery, with a global footprint Spark currently lacks.
• Wasserman: Global sports, music, and entertainment marketing agency with event management, talent representation, and brand experience capabilities. Comparable to Spark for sports event operations and brand activations, with a much larger international footprint.
• Octagon: Global sports marketing agency with event management, sponsorship activation, and experiential offerings. Comparable to Spark's sporting events and TEG Sport-style work for premium international competitions.

Direct peers

• Staging Connections: Australia-based full-service event production and management company serving corporate events, conferences, and gala dinners. Most direct Australian competitor to Spark Event Group for corporate event management and event production services.
• MKG Experience: Experiential marketing agency specializing in brand experiences, event production, and activations. Closely comparable to Spark's corporate events and brand activation segment, with similar scale and mid-market positioning.

Emerging players

• Cvent: Event management technology platform offering registration, venue sourcing, and event marketing software. Adjacent peer to Spark's Rosterfy workforce platform; competes on the event-tech layer rather than direct staffing.
• Eventbrite: Event marketplace and ticketing platform. Adjacent to Spark's event operations, with overlap in serving festival, cultural, and corporate event organizers, though primarily a self-service platform versus Spark's full-service model.

Regional players

• Production Pool: Australia-based event production and technical services company providing AV, staging, and event delivery. Comparable to Spark's event production capabilities and direct Australian competitor, focused on technical production.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/sparkeventgroup
• LinkedInlinkedin.com/company/spark-event-group
• Instagraminstagram.com/sparkeventgroup/?hl=en

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Spark Event Group