What FUEL does

FUEL (legal entity: Event Fuel Limited) is a Dublin-based creative production agency founded in 2013 that has grown from a team of three to 70+ experience designers, creators, engineers and producers serving multinational enterprise clients across Europe, EMEA and globally. The company operates across five core service lines: brand experience (immersive activations and product launches for global brands such as Google, PayPal, Meta, Coca-Cola, AIB, Guinness Storehouse, Aldi, Lidl, Renault, Nissan and Paramount Pictures), employee experience (corporate all-hands, wellness programmes, and internal culture campaigns delivered across multiple time zones), content creation (documentary series and branded multimedia such as the GEN E campaign for Accenture), production services, and owned-and-operated festivals including WellFest (Europe's largest outdoor fitness and wellness festival) and Kaleidoscope (Ireland's largest dedicated family festival), plus a strategic partnership in Beyond The Pale.

FUEL's underlying technology stack centres on its proprietary VStage virtual event platform, which supports interactive features such as live chat, virtual photo booths, exhibitor spaces, reactive engagement icons and digital dance floors, and which has been deployed at scale for global events spanning 13 time zones and tens of thousands of concurrent participants (e.g., PayPal All Together for 26,000 employees, PayPal More Ways To Dream for 30,000 employees across 52 offices). The agency also operates an in-house sustainability framework called Impact, including a carbon emissions calculator service and a target of ISO 20121 certification for sustainable event management by 2027, and is a member of ISLA.

The business model combines project-based professional services fees from enterprise client engagements with managed services revenue from owned festival properties (ticket sales, sponsorship, brand partnerships) and content production fees. Pricing is bespoke and not publicly disclosed for agency services; festival tickets are sold via Ticketmaster and direct websites with installment payment plans. Distribution is direct enterprise sales (no resellers), with new business routed through [email protected], supported by thought-leadership content (FUEL For Thought podcast and LinkedIn Live series), owned festival media channels, and an active awards-and-recognition strategy that has produced Eventex GOLD (Best Agency 2025) and European Agency Awards Gold (Experiential Agency of the Year 2025). The company is privately held with no disclosed external funding.

Name

FUEL

Legal name

Event Fuel Limited

Website

https://fuelhq.ie

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

51–100 employees

Short description

FUEL is a Dublin-based creative production agency that designs and delivers brand experiences, global employee experience programmes, branded content, and owned festivals for multinational enterprises such as Google, PayPal, Meta, Coca-Cola, AIB and Guinness Storehouse across more than 20 countries.

Ownership category

akta.pro rank

Headquarters

HQ city

Dublin

HQ country

Ireland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Creative Agency Services (Brand & Employee Experience): FUEL generates primary revenue through agency fees for brand experience and employee experience services delivered to enterprise clients. Projects include large-scale corporate events, brand activations, and internal employee engagement programmes for clients such as PayPal, Google, Meta, Coca-Cola, AIB, and Guinness Storehouse.
2. Festival Ownership & Production: Revenue from FUEL's owned festival properties including WellFest (Europe's largest outdoor fitness & wellness festival) and Kaleidoscope (Ireland's largest dedicated family festival). Income derived from ticket sales, sponsorship, and brand partnerships. FUEL also operates Beyond The Pale festival in partnership.
3. Content Creation Services: Production of branded content, documentary series, and multimedia assets for clients. Projects include the GEN E docu-series for Accenture reaching 1 in 3 young people in Ireland, and content for 0207 Def Jam bloc party.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

FUEL is a creative production agency delivering brand experience, employee experience, content creation, and production services for enterprise clients. It owns and operates flagship consumer festivals (WellFest, Kaleidoscope), runs a Venue & Studio offering, and supports events through its proprietary VStage virtual/hybrid event platform and Impact sustainability framework.

Differentiator

Problem solved

Functional benefit

Brands

• WellFest: Europe's largest outdoor fitness and wellness festival, produced by FUEL
• Kaleidoscope
• FUEL XP
• Trace
• VStage
• Impact

Products and services

• Brand Experience End-to-end design, production and delivery of brand activations and experiential marketing campaigns for enterprise marketers (e.g., Meta, Google, PayPal, Coca-Cola).
• Employee Experience Design and production of internal events and culture-building programs for People, HR and Culture teams at enterprise organizations.
• Content Creation Creative content production services supporting brand and event campaigns for enterprise clients.
• Production Services End-to-end technical and logistical event production services delivered for client campaigns and partner festivals.
• WellFest Owned consumer wellness festival operated by FUEL, with ticketed entry and sponsor/partnership opportunities for brands.
• Kaleidoscope Owned music and culture festival operated by FUEL, with ticketed entry and sponsor/partnership opportunities for brands.
• Beyond The Pale (partnership) Partnership festival operation in which FUEL delivers production services alongside its festival management offering.
• Venue & Studio In-house venue and studio offering used by FUEL for client events and content production.

Quantifiable outcome

• 95%+ satisfaction rate across Google Unwrapped events with 3,000+ employee participants
• +7 more outcomes

Named customers34 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Nine partnerships are on record, tiered minor, core and flagship.

• Dublin Simon CommunityminorStrategic or Co-development Partner · 1 January 2025Charity partner for Beyond The Trail hike, raising €19,000 in 2025. Partnership demonstrates FUEL's commitment to social impact and community engagement in its festival operations.
• Leigh Gillen EventsminorStrategic or Co-development Partner · 1 January 2022FUEL acquired Cork-based Leigh Gillen Events in 2022, expanding into Munster and creating 20 new jobs across Ireland. The acquisition was expected to increase combined turnover by €6 million and expand FUEL's event management capabilities into a new geographic region.
• Festival RepubliccoreStrategic or Co-development PartnerFestival Republic (part of Live Nation) is a key partner in managing and programming Kaleidoscope festival. Festival Republic brings programming expertise and industry relationships that strengthen Kaleidoscope's positioning as Ireland's premiere family festival.
• Live NationcoreStrategic or Co-development PartnerLive Nation is partnered with FUEL on the Kaleidoscope festival, bringing global live entertainment scale and resources to the Irish family festival market.
• MCDcoreStrategic or Co-development PartnerMCD is a key partner in delivering Kaleidoscope festival, providing operational and promotional muscle for one of Ireland's largest music festivals with 18,000 attendees.
• GlenveaghflagshipGTM or Marketing PartnerGlenveagh is the presenting partner for Kaleidoscope festival, providing title sponsorship and financial support. Glenveagh's involvement adds significant value through meaningful activations and shared values, and the partnership was shortlisted for Best Sponsorship at the Event Impact Awards 2026.
• Spunout.ieminorStrategic or Co-development PartnerPartnership with Ireland's leading youth mental health platform for the Accenture GEN E campaign. Content created in partnership with Spunout reached 1 in 3 young people in Ireland and drove a 37% increase in Spunout crisis support line calls.
• ISLA (Institute for Sustainable Live Events)coreStrategic or Co-development PartnerFUEL is a member of ISLA and commits to measuring and actively reducing greenhouse gas emissions as part of its Impact sustainability initiative. FUEL aims to achieve ISO 20121 certification for sustainable event management by 2027.
• Business to ArtsminorStrategic or Co-development PartnerBusiness to Arts is a charitable organisation connecting the corporate and cultural sectors. FUEL's Director of Brand Experience Jonny Boyle interviewed CEO Louise O'Reilly for the FUEL For Thought series, exploring cultural strategies and the intersection of arts and business.

Scale indicators19 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• MKG: Independent experiential marketing agency with brand experience, employee experience, and content capabilities serving enterprise clients. Closely comparable to FUEL in service mix, mid-sized independent positioning, and focus on measurable engagement outcomes.
• Identity (event agency): UK-based event and communications agency delivering brand experience, employee engagement, and creative production for enterprise clients. Closely comparable scale and service offering to FUEL.
• Verve: Independent live communications and brand experience agency with strong presence in Ireland and the UK. Most directly comparable peer given overlapping Irish/UK market footprint and similar service mix.
• DRPG: Mid-sized independent communication and event agency offering brand experience, employee engagement, and content production. Comparable in scale and full-service model to FUEL.
• Sparks: Experiential marketing agency specialising in brand experience, pop-ups, and consumer events for global brands. Comparable to FUEL's brand experience and festival-adjacent work for enterprise and consumer brands.
• Amplify: Independent brand experience agency with strong employee experience, brand activation, and content capabilities. Similar independent positioning and full-service experiential offering to FUEL.

Broad incumbents

• George P. Johnson Experience Marketing: Large-scale experiential agency known for major brand experiences and event programmes for Fortune 500 clients. Overlapping capability set with FUEL but at a global scale within a holding-company structure.
• Jack Morton Worldwide: Global brand experience agency (part of IPG) with deep enterprise employee experience and brand activation capabilities. Directly comparable service offering to FUEL but with significantly larger scale and holding-company backing.
• Momentum Worldwide: Global experiential marketing agency within McCann Worldgroup, delivering brand experience, employee experience, and shopper marketing for enterprise clients. Closely comparable offering to FUEL across both brand and employee experience.

Others

• Accenture Song: Global experience agency within Accenture, which is also an enterprise client of FUEL (GEN E campaign). Adjacent ecosystem participant with overlapping capability but operating as a consulting-integrated global incumbent rather than a creative-independent.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/FuelHQ_
• YouTubeyoutube.com/results?search_query=fuelhq.ie
• Instagraminstagram.com/fuelhq_ie

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about FUEL