Max Events
Max Events is an Australian event management company founded in 2002, providing sports presentation, production, creative, and corporate hospitality services to sporting clubs, leagues, governing bodies, and brand sponsors across Australia and select international markets via its TEG Sport partnership.
- Company typePrivate
- Founded2002
- HeadquartersNunawading, Australia
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Max Events does
Max Events is an Australian event management and sports presentation company founded in 2002 and headquartered in Nunawading, Victoria. The firm provides end-to-end event services spanning three integrated divisions: Creative (graphic design, animation, video production, theming), Events (event management, logistics, hospitality, staffing, sponsorship activations, conference management), and Production (technical production and sports presentation). It serves over 20 named enterprise clients across every major Australian sporting code — A-Leagues, NBL, AFL teams (Hawthorn Hawks, Collingwood Magpies), NRL teams (Melbourne Storm, Parramatta Eels), Football Australia, Basketball Australia, Super Netball, Tasmania Jackjumpers, Western United, Melbourne Victory, Adelaide United, Adelaide Thunderbirds, Australian Netball Diamonds — alongside cycling events (Tour Down Under, Cadel Evans Race), brand sponsors (AGL, Chemist Warehouse, Westfield), and government bodies (South Australian Tourism Commission).
The company's technology stack centers on a Centralised Sports Presentation Platform — a secure file-sharing system enabling clubs to remotely access sports presentation materials, graphics, and animations — alongside conventional creative design tools and live-event technical production systems (lighting, audio, vision, show-calling). Distribution is direct, project-based, and delivered at client venues across Australia, with international scope (New Zealand, Singapore, UK, US) executed via core partnership with TEG Sport for international sporting tours including Liverpool FC, Manchester United, Tottenham Hotspur, and NHL. Multiple partnerships anchor international delivery: TEG Sport (since 2015), TEG Live and TLA Worldwide for the Ice Hockey Classic and Brazil Global Tour, and SATC (since 2021) for Tour Down Under stage management.
Max Events generates revenue through five professional services streams: event management, sports presentation and production, creative services, corporate hospitality delivery, and sponsorship servicing. Pricing is contracted per-project and not publicly disclosed. The go-to-market motion is sales-led and relationship-driven, with client tenures frequently spanning a decade or more (Hawthorn Hawks since 2002, Melbourne Victory since 2004, Melbourne Storm since 2013, Football Australia since 2015). Marketing is conducted primarily through a website portfolio of client logos and case studies. With 11-50 employees, the company operates a lean, leveraged model that combines an in-house creative department and specialist technical crew with contracted event-day labour to service flagship national sporting properties.
Max Events firmographics
Firmographics- Name
- Max Events
- Legal name
- Max Events
- Website
- https://maxevents.com.au
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Max Events is an Australian event management company founded in 2002, providing sports presentation, production, creative, and corporate hospitality services to sporting clubs, leagues, governing bodies, and brand sponsors across Australia and select international markets via its TEG Sport partnership.
- Ownership category
- akta.pro rank
Max Events industry classification
Industry- Product category
- Event Management Services
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events (7113), Spectator Sports (71121)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Venue & Event Presentation (Game Presentation, In-Venue Entertainment) (MPAKAKAD)
- akta.pro secondary industries
- Sports Event Promotion & Tournament Operations (MPAKAKAC), Corporate Event Production & A/V Services (Staging, Lighting, Sound) (MPAGAHAN), Venue Operations, Management & Facility Services (MPAKAEAN)
Keywords
Where Max Events is headquartered
LocationHeadquarters
- HQ city
- Nunawading
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Max Events business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Supply Chain
Revenue model
- Event Management Services: Professional services revenue generated through contracted event management and delivery services for corporate, government, and sporting sectors. Revenue is project-based and contracted for specific services.
- Sports Presentation & Production: Ongoing contracted services for sports presentation at match days and events, including technical production, creative content, and event operations.
- Creative Services: Video production, animations, and graphic design services delivered as part of event packages or standalone creative projects.
- Corporate Hospitality Delivery: Management and delivery of corporate hospitality programs for sporting events and functions.
- Sponsorship Servicing: Sponsorship activation services for brands partnering with sporting organizations.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels2 records
Max Events product offering
Product offeringCore offering
Max Events provides end-to-end event management and sports presentation services for the sports and entertainment industries in Australia. Offerings cover creative services (graphic design, animation, video production), event logistics and venue operations, corporate hospitality, sponsorship activation, entertainment procurement, and technical production for match day entertainment, all delivered as contracted professional services to sporting clubs, leagues, governing bodies, brands, corporate clients, and government bodies.
Product overview
Max Events is an Australian events management company established in 2002, specialising in sports and entertainment events. The company operates as a unified service offering rather than a software platform, providing end-to-end event management across three main divisions: Creative (graphic design, animation, video production, theming), Events (management, logistics, hospitality, staffing, sponsorship activations, conference management), and Production (technical production and sports presentation services). Services are delivered to sporting clubs, leagues, corporate clients, and government sectors across Australia.
Differentiator
Problem solved
Functional benefit
Products and services
- Event Management End-to-end event management and delivery for corporate, government, and sporting sector clients, covering planning, logistics, and on-site execution.
- Sport Presentation & Production Technical production and sports presentation services for match day entertainment at major sports events, delivered to sporting clubs, leagues, and governing bodies.
- Video Production, Animations & Graphic Design Creative services delivered through the in-house Creative Department, including video production, motion graphics, animation, still graphics, and full screen board designs for client events.
- Event Logistics & Match/Venue Operations Back-end event logistics including bump in/out scheduling, venue coordination, OH&S documentation, and on-ground match and venue operations management.
- Corporate Hospitality Delivery Management and delivery of corporate hospitality programs for sporting events and functions, including guest management, styling, and venue liaison.
- Sponsorship Servicing Sponsorship activations and obligations management for brands partnering with sporting clubs and events.
- Entertainment Procurement Services Sourcing and briefing of entertainment talent including MCs, ground announcers, performers, and cultural acts for events.
- Conference Management Full conference management including delegate registration, exhibitor management, and event documentation.
- Event Staffing Services Provision of event staffing for match days and corporate events.
Companies that use Max Events
Customer profileNamed customers21 records
Segments4 records
Ideal customer profiles3 records
Max Events technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Max Events partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- South Australian Tourism Commission (SATC)coreMax Events has been engaged by SATC since 2021 to deliver Stage Management services for the internationally acclaimed Tour Down Under, the opening event of the UCI men's and women's world tours.
- TEG SportcoreMax Events has worked with TEG Sport since 2015 on major international sporting events across Australia, New Zealand, Singapore and the US. Managing production for tours including Liverpool FC, Manchester United FC, Tottenham Hotspur FC, the National Hockey League (NHL), The Boomers, USA Basketball and many more. This is a core partnership for international event delivery.
- TEG LivecoreMax Events is contracted by TEG Live to deliver Sport Presentation & Event Production Services for international sporting tours including the Chevrolet Brazil Global Tour showcasing Brazil and Argentina at the MCG.
- TLA WorldwidecorePartnered with TLA Worldwide to deliver international sporting events including the Ice Hockey Classic Tour between Canada and USA and Brazil Global Tour.
- Stop ConcussionsminorThe Ice Hockey Classic Tour raises money for Stop Concussions and Brain Injury Australia charities. Max Events manages event production for this charitable cause.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Max Events competitors and assessment
Company assessmentDirect peers
- MCM Entertainment Group: Australian event management and production company delivering corporate, sporting and entertainment events. Comparable as an Australian direct peer providing event management, production, and creative services to sporting clubs, leagues and corporate clients.
- TEG (TEG Live / TEG Sport): Australia's largest live event and ticketing group, promoting and producing concerts, sport and entertainment events. Directly comparable as both a promoter and producer of the same marquee sports and entertainment events that Max Events services; also an existing partner.
- Pico Group: Asia-headquartered event and experiential marketing group providing event management, design, fabrication and production services. Comparable as a direct peer in delivering end-to-end event services including creative design, technical production and on-site operations across APAC.
Broad incumbents
- IMG (Endeavor): Global sports and entertainment event management, licensing, and media rights business. Comparable as a much larger, diversified incumbent offering overlapping sports event production, presentation, and hospitality services to leagues, federations and brands worldwide.
- Dentsu Sports (Dentsu Creative / MKTG): Global agency network with dedicated sports marketing and experiential practices (formerly MKTG). Comparable in delivering sports presentation, sponsorship activation, and live event creative/production services to brands and rights-holders.
- Octagon: Global sports marketing agency owned by Interpublic, producing events, sponsorships and experiential programs for rights-holders and brands. Comparable as a scaled provider of sports event production, sponsorship activation and creative services to leagues and federations.
- Jack Morton Worldwide: Global brand experience agency producing events, sponsorships, and content for major brands and rights-holders. Comparable in providing creative, production and event management services for sport and entertainment clients at scale.
- George P. Johnson Experience Marketing: Global experience marketing agency producing large-scale live events, brand activations and corporate events. Comparable in delivering creative design, technical production and event logistics for enterprise clients, including in sport and entertainment adjacencies.
- Lagardère Sports (Lagardère Travel Retail / Sportfive): International sports marketing and event management business (now partly operating as Sportfive). Comparable in providing end-to-end sports event production, hospitality and sponsorship services to federations, clubs and brands across multiple sports.
- Wasserman: Global sports marketing, consulting and experiential agency representing leagues, teams, athletes and brands. Comparable in delivering sports event production, sponsorship servicing, and brand activation at scale, though broader and more diversified than Max Events.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Max Events social profiles
Digital presenceMax Events financial estimates
Financial estimateRevenue estimate
Valuation estimate
Max Events leadership team
Management profileNumber of profiles
Max Events funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Max Events M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Max Events
What does Max Events do?
Max Events provides end-to-end event management and sports presentation services for the sports and entertainment industries in Australia. Offerings cover creative services (graphic design, animation, video production), event logistics and venue operations, corporate hospitality, sponsorship activation, entertainment procurement, and technical production for match day entertainment, all delivered as contracted professional services to sporting clubs, leagues, governing bodies, brands, corporate clients, and government bodies.
Is Max Events a public or private company?
Max Events is a private company. It is classified as unknown and is currently operating.
When was Max Events founded?
Max Events was founded in 2002. It employs 11 to 50 people.
Where is Max Events based?
Max Events is headquartered in Nunawading, Australia, in the Oceania region.
How does Max Events make money?
Five revenue lines are on record. Event Management Services are the primary driver. The others are sports Presentation & Production, creative Services, corporate Hospitality Delivery and sponsorship Servicing.
Who are Max Events's main competitors?
Direct peers on record are MCM Entertainment Group, TEG (TEG Live / TEG Sport) and Pico Group. Broad incumbents are IMG (Endeavor), Dentsu Sports (Dentsu Creative / MKTG), Octagon, Jack Morton Worldwide, George P. Johnson Experience Marketing, Lagardère Sports (Lagardère Travel Retail / Sportfive) and Wasserman.
Does Max Events have an API?
No public API is recorded for Max Events.
What industry is Max Events in?
Max Events's product category is Event Management Services. Its primary akta.pro industry code is MPAKAKAD, Venue & Event Presentation (Game Presentation, In-Venue Entertainment), with a secondary code of MPAKAKAC, Sports Event Promotion & Tournament Operations. Its NAICS code is 7113 and its SIC code is 7900.