The Game Fair
The Game Fair is an annual three-day UK countryside festival (founded 1958) organized by Stable Events Ltd, attracting ~130,000 visitors and 700+ exhibitors across shooting, fishing, gundogs, equestrian, rural fashion, and artisan craft categories, with revenue from tickets, exhibitor fees, sponsorships, and corporate hospitality.
- Company typePrivate
- Founded1958
- Headquarters—
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What The Game Fair does
The Game Fair is an annual three-day countryside festival held at Ragley Hall in Warwickshire, UK, organized by Stable Events Ltd (registered in England and Wales, company no. 09847699). Founded in 1958, it is one of Britain's longest-running celebrations of rural life, field sports, and countryside pursuits, attracting an expected 130,000 visitors in 2026 (up from 119,378 in 2021) and over 700 exhibitors across shooting, fishing, gundogs, equestrian, rural fashion, food, and artisan craft categories. The event's core product is attendance through tiered ticketing (standard entry, VIP Enclosure sponsored by JM Finn, and pre-bookable activities such as BASC Shooting, Weber Grill Academy, and the Clay Shooting Line), supplemented by on-site camping and glamping (via Green Yurts) and corporate hospitality packages targeted at wealth management firms.
The business model is a multi-stream event economics structure: (1) ticket sales through the gamefairtickets.com platform, (2) exhibitor booth fees from 700+ brands spanning agriculture (John Deere, Kubota, Mitsubishi), automotive (Isuzu), and lifestyle retail, (3) tiered sponsorship including main arena naming rights (Clarence Court), theatre naming rights (Carter Jonas Game Fair Theatre), and category sponsorships across gunmaking, footwear, and automotive sectors, (4) corporate hospitality, particularly the VIP Enclosure co-sponsored by JM Finn and Investec Wealth & Investment, and (5) ancillary on-site revenue from food and beverage (managed by NSA), merchandise, and accommodation. The company operates with a lean permanent headcount of 16 employees, with most event production outsourced to specialist partners (E.J. Churchill operates the Shoot Line; Canal & River Trust provides fishing tuition).
Distribution combines a self-serve digital ticketing platform with the BASC membership channel (150,000+ members receive complimentary entry), making the British Association for Shooting and Conservation the most strategically important external partner. Media partnerships with Future Publishing (Shooting Times) and Gundog Journal, alongside celebrity guest appearances (Dick & Angel Strawbridge, Henry Cole, Marco Pierre White, Merlin Griffiths), drive awareness and ticket demand. The company is privately held with no disclosed funding rounds, no subsidiaries, and no public revenue disclosure.
The Game Fair firmographics
Firmographics- Name
- The Game Fair
- Legal name
- The Game Fair
- Website
- https://thegamefair.org
- Company type
- Private
- Founded year
- 1958
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Game Fair is an annual three-day UK countryside festival (founded 1958) organized by Stable Events Ltd, attracting ~130,000 visitors and 700+ exhibitors across shooting, fishing, gundogs, equestrian, rural fashion, and artisan craft categories, with revenue from tickets, exhibitor fees, sponsorships, and corporate hospitality.
- Ownership category
- akta.pro rank
The Game Fair industry classification
Industry- Product category
- Countryside Festival and Event Services
- NAICS
- Amusement Parks and Arcades (7131), All Other Amusement and Recreation Industries (713990), Amusement, Gambling, and Recreation Industries (713)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Outdoor, Sportsman & Recreation Shows (MPAGAFAM)
- akta.pro secondary industries
- Local Community & Multi-Category Fairs (MPAGAFAO), Fairgrounds & Expo Parks (THAHAAAH)
Keywords
The Game Fair business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- Ticket Sales: Revenue from individual and group visitor tickets sold through the gamefairtickets.com platform. The event offers various ticket types including standard entry, VIP enclosures, and pre-book activities.
- Exhibitor Fees: Revenue from businesses and brands renting exhibition space at the event. Exhibitors span retail, country sports products, food vendors, and artisan makers.
- Corporate Hospitality: Premium hospitality packages including VIP enclosures sponsored by JM Finn, private dining experiences, and corporate event spaces for business entertaining at the show.
- Sponsorship: Multiple sponsorship tiers including main arena sponsors (Clarence Court), theatre naming rights (Carter Jonas Game Fair Theatre), and category sponsors across gunmaking, footwear, automotive, and other sectors.
- Food, Drink & Merchandise: On-site sales of food and beverages through catering partners (NSA-managed), and merchandise including official Game Fair branded products.
- Accommodation Services: Revenue from camping and glamping site bookings on the event grounds.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standard Visitor Tickets |
| Subscription | Annual | BASC Member Entry |
| One time/ perpetual license | Pay-as-you-go | VIP Enclosure |
| One time/ perpetual license | Pay-as-you-go | Pre-book Activities |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
The Game Fair product offering
Product offeringCore offering
The Game Fair operates an annual three-day countryside festival held at Ragley Hall in Warwickshire, UK. The event consolidates British shooting, fishing, equestrian, gundog, rural fashion, and artisan craft activities under one venue, attracting around 130,000 visitors and 700+ exhibitors. Core monetisation comes from ticket sales, VIP hospitality packages, exhibitor booth rentals, sponsorships, on-site camping/glamping, corporate hospitality, and official merchandise.
Product overview
The Game Fair is an annual three-day countryside festival held at Ragley Hall in Warwickshire, UK. The core product is event attendance through tickets and VIP packages, supplemented by on-site camping and glamping accommodations, corporate hospitality services, and media accreditation. The event features multiple attraction areas including the Main Arena, Gunmakers Row (featuring premium and standard gunmaking exhibitors), the BASC Wild Food Kitchen Theatre, Carter Jonas Game Fair Theatre, Working Dog Ring, Fishing Village, and Clay Shooting Line. Additional offerings include a Shopping Village, various dog activities, and official branded merchandise. The 2026 event takes place 24-26 July at Ragley Hall with the next edition scheduled for 23-25 July 2027.
Differentiator
Problem solved
Functional benefit
Products and services
- The Game Fair Festival Tickets
- VIP Enclosure sponsored by JM Finn
- Camping & Glamping
- Corporate Hospitality Packages
- Exhibitor Space Rental
- Official Game Fair Merchandise
- Event Sponsorship Tiers
- Media Accreditation
Quantifiable outcome
- 119,378 visitors attended in 2021, with 130,000 expected for 2026
- +2 more outcomes
Companies that use The Game Fair
Customer profileNamed customers8 records
Segments6 records
Ideal customer profiles5 records
The Game Fair technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The Game Fair partnerships and signals
Strategic signalPartnerships
23 partnerships are on record, tiered core and minor.
- BASC (British Association for Shooting and Conservation)coreBASC is the primary organizational partner for The Game Fair. The association has a longstanding relationship with the event, providing complimentary entry to 150,000+ BASC members, operating the main BASC stand, running the Shoot Line, managing scurries competitions, and hosting the BASC Wild Food Kitchen Theatre. BASC members represent a significant portion of event attendees.
- JM FinncoreJM Finn sponsors the VIP Enclosure at The Game Fair, providing premium hospitality experiences for high-net-worth visitors. The wealth management firm leverages the sponsorship for client entertainment and visibility among countryside enthusiasts.
- Investec Wealth & Investment (UK)coreInvestec sponsors the VIP Enclosure at The Game Fair, using the partnership to engage with affluent clients in an exclusive countryside setting.
- Nature FirstminorNature First supplies and plants semi-mature trees for the VIP Enclosure, creating a lush, forest-like ambiance. An award-winning sustainable business, they source trees from UK and European nurseries with over 95% relocation success rate.
- Carter JonascoreCarter Jonas sponsors the Game Fair Theatre, hosting discussions on countryside topics, industry panels, and celebrity interviews throughout the event.
- Global KnivescoreGlobal Knives sponsors the BASC Wild Food Kitchen Theatre, providing knife demonstrations and culinary experiences featuring British game and countryside produce.
- General TirecoreGeneral Tire sponsors the Horses & Hounds Arena, supporting equestrian displays and dog-related activities at the event.
- E.J. ChurchillcoreE.J. Churchill runs The Shoot Line at The Game Fair and developed The Game Fair Challenge competition, a 50-bird English Sporting clay competition. The company provides shooting expertise and manages the shooting experience for visitors.
- IsuzucoreIsuzu sponsors the Gundog area and provides D-Max trucks as prizes for The Game Fair Challenge winners. The partnership connects Isuzu with the shooting and countryside community.
- Sporting SaintcoreSporting Saint serves as the Official Gundog Equipment Supplier to The Game Fair, providing training equipment and accessories for gundog demonstrations and competitions.
- Gundog JournalcoreGundog Journal is the official media partner for The Game Fair's gundog content, providing editorial coverage and extending reach to the UK's only dedicated gundog publication's readership.
- Future PublishingcoreFuture Publishing (encompassing Shooting Times and other field sports titles) serves as a media partner, providing editorial coverage and promotional support for The Game Fair across their magazine and digital platforms.
- LAPADAminorLAPADA (Association of Art & Antiques Dealers) operates the LAPADA Pavilion showcasing antiques, art, and design dealers. The Royal Mint has previously sponsored this pavilion.
- Country Food TrustminorCountry Food Trust served as Official Charity Partner for The Game Fair, raising £7,500 during the 2022 event with support from patrons including Phil Spencer, Mike Robinson, and Adam Henson.
- Gunmakers' TrustcoreGunmakers' Trust is the Official Charity for 2026, supporting apprenticeship programs and skills development in the British gunmaking industry.
- Canal & River TrustminorCanal & River Trust provides fishing tuition and coaching on the lake at Ragley Hall, supporting the Fishing Village area with experienced coaches.
- Green YurtsminorGreen Yurts provides award-winning glamping accommodations at The Game Fair, winning Best Glamping Provider at the Festival Supplier Awards 2026.
- NSA (National Specialist Accommodation)minorNSA manages elements of catering provision for The Game Fair 2026, overseeing food and beverage operations across the event.
- ADIHEX (Abu Dhabi International Hunting and Equestrian Exhibition)minorADIHEX became the main sponsor of the falconry area at The Game Fair under the patronage of H.H. Sheikh Hamdan Bin Zayed Al Nahyan, creating an international partnership between two leading countryside events.
- British Game AllianceminorBGA promotes sustainable game meat through the EatWild campaign at The Game Fair, with hundreds of visitors sampling game and learning about British produce at their stand.
- WeberminorWeber operates a Pop-Up Grill Academy at The Game Fair, providing BBQ demonstrations and cooking experiences using Weber equipment.
- YETIminorYETI presents the F3T Fly Fishing Film Tour at The Game Fair, showcasing fishing films and outdoor lifestyle content.
- Royal MintminorThe Royal Mint sponsored the LAPADA Pavilion at The Game Fair, promoting British craftsmanship in coinage alongside antiques and art.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
The Game Fair competitors and assessment
Company assessmentDirect peers
- Countryfile Live: BBC Countryfile's companion consumer countryside lifestyle event held in the UK. Closely comparable as a paid-admission public countryside show combining rural pursuits, food, and lifestyle brands; directly competed with The Game Fair for UK countryside consumer attention before being discontinued.
- The British Shooting Show: UK annual consumer shooting tradeshow with paid admission and exhibitor booths, focused on firearms, gundogs, optics, and country sports. Direct competitor for the same exhibitors, sponsors, and shooting-enthusiast visitors as The Game Fair.
- ADIHEX (Abu Dhabi International Hunting and Equestrian Exhibition): Large Middle Eastern hunting and equestrian exhibition with royal patronage — already a The Game Fair partner (sponsor of the Falconry area). Comparable in the gunmaking, falconry, equestrian, and heritage outdoor experience content.
- Game Fair Germany (Waidwerk): Annual German hunting and countryside consumer event with similar premium-tier sponsors and exhibitor model. Closely comparable in category mix (shooting, hunting, outdoor apparel) and paid-admission consumer format.
Broad incumbents
- Burghley Horse Trials: Major UK countryside sporting event with paid admission, premium hospitality, and corporate sponsorships. Comparable in equestrian content, HNW/sponsor audience, and corporate-hospitality monetization model.
- IWA OutdoorClassics: World-leading outdoor trade fair held in Nuremberg, Germany, focused on hunting, shooting, and outdoor equipment. Comparable as a paid-admission exhibitor/sponsor-driven show for the same gunmaking and country-sports supplier ecosystem, though with a stronger trade/professional skew.
- The Great Yorkshire Show: Premier UK agricultural and countryside consumer show with paid admission and large exhibitor base. Comparable in audience (rural Britain, families, country lifestyle) and revenue mix (tickets, exhibitor fees, sponsorships).
Emerging players
- Country Living Christmas Fair: Consumer lifestyle fair run by Country Living magazine. Comparable in paid-admission consumer format and aspirational rural/country brand audience but with a lifestyle/retail focus rather than shooting/field sports.
Regional players
- Salon International du Cheval (Morocco): Major equestrian and outdoor pursuits exhibition in Morocco. Comparable as a multi-content countryside/equestrian consumer show with international exhibitor footprint, providing a regional benchmark for non-UK outdoor event models.
- Salon de la Chasse et de la Pêche: Major French hunting and fishing consumer show. Comparable paid-admission country-sports exhibition serving a parallel francophone market, providing a direct view into how a similar show is operated across Europe.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
The Game Fair social profiles
Digital presenceThe Game Fair financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Game Fair leadership team
Management profileNumber of profiles
Profiles2 records
The Game Fair funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Game Fair 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 The Game Fair
What does The Game Fair do?
The Game Fair operates an annual three-day countryside festival held at Ragley Hall in Warwickshire, UK. The event consolidates British shooting, fishing, equestrian, gundog, rural fashion, and artisan craft activities under one venue, attracting around 130,000 visitors and 700+ exhibitors. Core monetisation comes from ticket sales, VIP hospitality packages, exhibitor booth rentals, sponsorships, on-site camping/glamping, corporate hospitality, and official merchandise.
Is The Game Fair a public or private company?
The Game Fair is a private company. It is classified as unknown and is currently operating.
When was The Game Fair founded?
The Game Fair was founded in 1958. It employs 11 to 50 people.
How does The Game Fair make money?
Six revenue lines are on record. Ticket Sales are the primary driver. The others are exhibitor Fees, corporate Hospitality, sponsorship, food, Drink & Merchandise and accommodation Services.
Who are The Game Fair's main competitors?
Direct peers on record are Countryfile Live, The British Shooting Show, ADIHEX (Abu Dhabi International Hunting and Equestrian Exhibition) and Game Fair Germany (Waidwerk). Broad incumbents are Burghley Horse Trials, IWA OutdoorClassics and The Great Yorkshire Show. Country Living Christmas Fair is listed as an emerging player. Regional players are Salon International du Cheval (Morocco) and Salon de la Chasse et de la Pêche.
Does The Game Fair have an API?
No public API is recorded for The Game Fair.
What industry is The Game Fair in?
The Game Fair's product category is Countryside Festival and Event Services. Its primary akta.pro industry code is MPAGAFAM, Outdoor, Sportsman & Recreation Shows, with a secondary code of MPAGAFAO, Local Community & Multi-Category Fairs. Its NAICS code is 7131 and its SIC code is 7990.