ATEVENTS

What ATEVENTS does

At Events Pty Ltd is a Sydney-headquartered corporate hospitality broker and event management company founded in 2016. The company operates a concierge-style model, acting as an intermediary between corporate clients and fragmented supply-side partners (sports rights holders, venue operators, and ticketing agents) across Australia. At Events sells premium hospitality packages (private suites, zone boxes, dining experiences, and premium seating) at major Australian sporting events, concerts, and entertainment experiences, with per-person pricing typically ranging from approximately $280 to $1,800+ depending on event tier.

The company's core services span three lines: Corporate Hospitality (end-to-end sourcing and organizing of national hospitality), Event Management (sports lunches, corporate parties, fundraisers, conferences, brand activations), and Client Services (strategic partnership and sponsorship development). It also operates proprietary event IP including The Origin Lunch, The Sports Review, and The Rugby Lunch. The business runs without significant proprietary technology and competes on industry expertise, venue access, and personal relationships rather than platform capabilities.

At Events monetizes through transaction fees on hospitality package sales and professional services fees for event management. Its principal go-to-market channel is direct enterprise sales to corporate clients, supplemented by channel partnerships established through its Official Representative status with Venues NSW (covering Accor Stadium, CommBank Stadium, McDonald Jones Stadium, WIN Stadium, SCG, and Allianz Stadium) and direct relationships with rights holders including the NRL, AFL, Australian Turf Club, Victoria Racing Club, and Repco Supercars Championship. Geographic reach is national across New South Wales, Victoria, Queensland, and increasingly Western Australia, with no overseas operations.

Name

ATEVENTS

Legal name

At Events Pty Ltd

Website

https://atevents.com.au

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Corporate Hospitality Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events (7113)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Corporate Catering & Refreshment Services (HSACADAD)

Keywords

• Corporate hospitality services
• Event management services
• Sports hospitality packages
• Premium entertainment experiences
• Partnership consulting services

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Others

Revenue model

1. Corporate Hospitality Package Sales: At Events generates revenue by selling premium corporate hospitality packages for sporting events, concerts, shows, and other entertainment experiences. Packages include private suites, zone boxes, dining experiences, and premium seating at major Australian venues. Revenue is generated on a per-person pricing basis with packages ranging from approximately $280 to $1,800+ per person depending on the event and package tier.
2. Event Management Services: The company provides end-to-end event management and consulting services for corporate clients, helping organizations develop and implement their corporate events and hospitality experiences. This includes bespoke event creation, venue sourcing, and strategic partnership development for sponsorships and rights holder commercial offerings.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

ATEVENTS is a Sydney-based corporate hospitality broker and event management company that sources, organizes, and delivers premium hospitality experiences at major Australian sporting events, concerts, shows, and race days for corporate clients. The company operates three service lines: Corporate Hospitality (sourcing private suites, zone boxes, and premium dining packages nationally), Event Management (managing sports lunches, corporate parties, fundraisers, conferences, and brand activations), and Client Services (strategic development of partnerships, sponsorships, and rights holder commercial offerings). It acts as an unbiased broker across the fragmented rights holder/venue/agent landscape rather than selling its own venue inventory.

Product overview

At Events is a corporate hospitality and event management company operating as a broker/concierge model. The company offers three core service lines: Corporate Hospitality (end-to-end sourcing and organizing of national hospitality), Event Management (managing corporate events from sports lunches to fundraisers), and Client Services (strategic partnership and sponsorship development). The portfolio includes signature sports lunch events (The Origin Lunch, The Sports Review, The Rugby Lunch), premium venue hospitality packages (Private Suites, Zone Boxes at major Australian stadiums), concert and theatre packages, racing event experiences (Melbourne Cup Carnival, The Star Championships, TAB Everest Day), motorsport hospitality (Formula 1 Australian Grand Prix, Supercars events), and AFL/NRL hospitality packages.

Differentiator

Problem solved

Functional benefit

Products and services

• Corporate Hospitality End-to-end service for sourcing and organizing corporate hospitality experiences nationally, including private suites, zone boxes, and premium dining packages at sporting events, concerts, and shows across Australia. Targeted at corporate organizations seeking premium client entertainment and relationship-building experiences.
• Event Management Management of internal and client events including sports lunches, corporate parties, fundraisers, conferences, brand activations, gala balls, and awards. Uses ATEVENTS' experience and resources to idealize and manage events end-to-end for corporate clients.
• Client Services (Partnership & Sponsorship Consulting) Strategic services focusing on development of structural partnerships, sponsorships, and rights holder commercial offerings in appropriate industries. Aimed at organizations looking to structure or commercialize sports and entertainment partnerships.
• The Origin Lunch Signature annual sports lunch featuring rugby league legends, two-course lunch with 3.5-hour premium beverage package, live entertainment from Origin legends, held at ILUMINA Sydney. Tiered pricing from approximately AUD $355 per person (Standard) to AUD $440 per person (Gold) with Platinum available on application.
• The Sports Review Annual sports lunch featuring Olympic athletes, AFL players, and sporting legends with MC Tony Squires. Includes two-course lunch and premium beverage package; designed as a corporate entertainment and networking event.
• The Rugby Lunch (Lions 2025) Sports lunch event featuring rugby union legends, held at Hyatt Regency Sydney. Includes two-course lunch and 3.5-hour beverage package; positioned around the 2025 British & Irish Lions tour.
• Private Suites Premium VIP hospitality experience at major Australian stadiums (Accor Stadium, Allianz Stadium, CommBank Stadium, McDonald Jones Stadium) featuring a private indoor area, gourmet catering, dedicated service staff, and exclusive outdoor balcony seating. Available in 8-40 seat configurations depending on venue; pricing from approximately AUD $350 to AUD $1,800+ per person.
• Zone Boxes / Outdoor Boxes Open-air hospitality boxes at major stadiums offering prime viewing locations, cushioned seating with cup holders, in-seat dining, and beverage service. Available in 6-16 seat configurations depending on venue; pricing from approximately AUD $280 per person.
• Concert Hospitality Corporate entertainment packages for concerts including private suites with air conditioning, premium seating, personal steward, buffet menu, and 4.5-hour beverage package at venues including Accor Stadium, Allianz Stadium, and Rod Laver Arena.
• Shows & Theatre Packages Theatre entertainment packages including onsite dining with stall and dress circle seating, plus pre-show hospitality at venues including Lyric Theatre, Capitol Theatre, and other major Australian theatres.
• Melbourne Cup Carnival Hospitality Premium racing hospitality at Flemington Racecourse including The Rose Room (five-course plated lunch plus afternoon tea and all-day beverage package including spirits, from AUD $765 per person), Makybe Diva Marquee (three-course plated lunch plus afternoon tea, from AUD $525 per person), and Parade Lounge (all-inclusive grazing menu above horse stalls and Pre-Parade Ring, from AUD $675 per person).
• The Star Championships Day 1 Hospitality Sydney Autumn Racing Carnival packages at Royal Randwick including Private Suite (Level 4, grazing canape menu, 6-hour ATC Beverage Package, from AUD $900 per person), Grandview Restaurant (three-course menu, 6-hour ATC Beverage Package, from AUD $845 per person), and Centennial Restaurant (premium buffet-style menu, six-hour beverage package, from AUD $695 per person).
• TAB Everest Day Hospitality Sydney's premier racing event hospitality featuring Grandview Restaurant (tiered dining and trackside viewing platform, from AUD $1,250 per person), Centennial Restaurant (sweeping views of home straight and winning post, outdoor terrace, from AUD $895 per person), and The Botanic (exclusive marquee and outdoor garden, all-inclusive grazing menu and 6-hour premium drinks package, from AUD $725 per person).
• Formula 1 Australian Grand Prix Hospitality Premium motorsport hospitality including The Albert (premium two-level undercover facility with viewing balcony, dedicated host, all-inclusive beverages including champagne, premium wine, beer, spirits, live DJs), T8 Lakeside (three-level undercover facility with rooftop viewing balcony, all-inclusive beverages including champagne, premium wine and beer), Race Cube, and Chicane Pavilion experiences.
• Boost Mobile Gold Coast 500 Hospitality Supercars Championship hospitality including Supercars Paddock Club (reserved seating, on-arrival snack, morning and afternoon tea, buffet lunch, beverage package, daily driver appearances, race radios; minimum 3 days; from AUD $2,995 per person), Engine Room (casual seating, light lunch and afternoon tea, bar to purchase drinks; from AUD $505 per person), and Pavilion x Piper-Heidsieck with champagne service and trackside viewing.
• Repco Bathurst 1000 Hospitality Mount Panorama Supercars experience for the Bathurst 1000 with a Trackside Package (from AUD $2,850 per person) and a Standard Package (general Bathurst experience, from AUD $435 per person).
• Hawthorn FC Hospitality AFL matchday hospitality for Hawthorn home matches at the MCG including President's Function (first class fine dining, premium beverage package, entertainment, premium reserved seat, from AUD $499 per person), DiDi Lounge (grazing food menu, standard beverage package, smart casual attire, from AUD $310 per person), Nissan Lounge, and Private Suite.
• Sydney Swans Hospitality AFL corporate hospitality for Sydney Swans home games at the SCG with premium suites and additional hospitality options.
• State of Origin Hospitality (Sydney) NRL State of Origin corporate hospitality at Accor Stadium in Sydney featuring Private Suites (Level 3, exclusive outdoor balcony, gourmet menu and 4-hour premium beverage package, from AUD $1,800 per person) and Zone Boxes (Level 2 prime position, cushioned seats, gourmet menu and fridge with premium beverages, from AUD $1,600 per person).
• AFC Women's Asian Cup 2026 Hospitality International women's football tournament hospitality for the AFC Women's Asian Cup 2026 in Australia, including MATCH Private Suite (exclusive use of private suite, direct seat access, curated grazing menu, premium beverage selection; suite sizes 12-60 pax; series from AUD $997 per person, single match from AUD $477 per person), Open Box (dedicated private stadium Open Box, premium seating, deli-style food delivered to seat; box sizes 8, 12 or 16 pax; series from AUD $459 per person, single match from AUD $236 per person), and MATCH Club across venues in Sydney, Gold Coast, and Perth.
• Men's T20I Series Australia v England (SCG) Hospitality Cricket hospitality for the Men's T20I Series Australia v England at the SCG with Exclusive Balcony (exclusive outdoor undercover balcony, from AUD $700 per person), SCG Box (exclusive box, undercover cushioned match seating, dedicated stewards for in-seat service, from AUD $500 per person), and SCG Lounge (air-conditioned comfort, from AUD $560 per person).
• Big Bash League (SCG) Hospitality T20 cricket Big Bash League hospitality at the SCG with SCG Private Suite (Level 3 or Level 5, Merivale curated food, enhanced beverage menu, dedicated hospitality host; 14 or 20 seat options; from AUD $350 per person) and SCG Outdoor Boxes (Level 4, exclusive box, physical box signage; 8 seat options; from AUD $350 per person).
• Cirque du Soleil KOOZA VIP Experience VIP group experiences for Cirque du Soleil KOOZA including VIP Suite access, backstage tours, and dedicated salons for groups of 20+ guests. Targeted at corporate groups seeking premium entertainment experiences.
• NRL Accor Stadium Hospitality (Rabbitohs & Bulldogs) Fully catered official hospitality for South Sydney Rabbitohs and Canterbury-Bankstown Bulldogs home games at Accor Stadium. Private Suite pricing from AUD $400 per person; Zone Box pricing from AUD $280 per person in the Eastern Stand.

Quantifiable outcome

• 7+ year client relationships demonstrating long-term satisfaction and trust

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

16 partnerships are on record, tiered core and minor.

• Venues NSWcoreChannel Partner/ Reseller/ DistributorAt Events was appointed as an Official Representative of Premium Experiences for Venues NSW. This partnership provides At Events with preferential access to sell corporate hospitality packages at Venues NSW properties including Accor Stadium, CommBank Stadium, McDonald Jones Stadium, and WIN Stadium. The partnership has expanded to include SCG and Allianz Stadium.
• Allianz StadiumcoreChannel Partner/ Reseller/ DistributorAllianz Stadium is Sydney's newest multipurpose venue adjacent to the Sydney Cricket Ground. At Events is an Official Representative of Premium Experiences providing corporate hospitality access to this 42,500-seat stadium featuring premium suites, boxes, and corporate hospitality facilities.
• Sydney Cricket Ground (SCG)coreChannel Partner/ Reseller/ DistributorThe Sydney Cricket Ground is one of Australia's most iconic sporting venues. At Events provides corporate hospitality access to SCG matches including NRL, cricket (Sydney Sixers, Men's T20I Series), and major sporting events.
• Accor StadiumcoreChannel Partner/ Reseller/ DistributorAccor Stadium is home to Australia's biggest sporting events. At Events offers corporate hospitality experiences including Private Suites and Zone Boxes for State of Origin, NRL Grand Final, Wallabies Test Matches, and major concerts.
• CommBank StadiumcoreChannel Partner/ Reseller/ DistributorCommBank Stadium is a 30,000-seat venue in Parramatta. At Events provides Private Suites and Triton Lounge corporate hospitality for Parramatta Eels and Western Sydney Wanderers home games.
• McDonald Jones StadiumcoreChannel Partner/ Reseller/ DistributorMcDonald Jones Stadium is a 30,000-seat outdoor arena in Newcastle, home to Newcastle Knights and Newcastle Jets. At Events offers Premium Experiences including meeting rooms, conference facilities, and hospitality for sports events and concerts.
• WIN StadiumcoreChannel Partner/ Reseller/ DistributorWIN Stadium can hold up to 23,000 spectators with around 13,000 seats under cover. Located in Wollongong, it hosts St George Illawarra Dragons home games, football matches, basketball, and concerts.
• Sydney SwansminorChannel Partner/ Reseller/ DistributorSydney Swans AFL team. At Events provides corporate hospitality for Swans home games at the SCG, with premium suites and hospitality packages available.
• Hawthorn Football ClubminorChannel Partner/ Reseller/ DistributorHawthorn FC AFL team. At Events offers corporate hospitality for Hawthorn home matches at the MCG, including President's Function, Nissan Lounge, Private Suite, and DiDi Lounge packages.
• Australian Turf ClubcoreChannel Partner/ Reseller/ DistributorAustralian Turf Club operates Royal Randwick and other Sydney racecourses. At Events provides hospitality for major race days including The Star Championships, TAB Everest Day, and other premium racing events.
• Victoria Racing ClubcoreChannel Partner/ Reseller/ DistributorVictoria Racing Club operates Flemington Racecourse and hosts the Melbourne Cup Carnival. At Events offers hospitality packages including The Rose Room, Makybe Diva Marquee, and Parade Lounge experiences.
• Collingwood Football ClubminorChannel Partner/ Reseller/ DistributorCollingwood Football Club (Magpies) AFL team. Partnership enables At Events to offer corporate hospitality for Collingwood home games at the MCG.
• ISPS HANDA Australian OpenminorChannel Partner/ Reseller/ DistributorISPS HANDA Australian Open tennis tournament. At Events provides access to hospitality experiences for one of Australia's premier tennis events.
• Repco Supercars ChampionshipcoreChannel Partner/ Reseller/ DistributorRepco Supercars Championship is Australia's premier motorsport series. At Events offers hospitality packages for events including Bathurst 1000, Gold Coast 500, and other Supercars Championship rounds.
• Aqua Rugby AustraliaminorChannel Partner/ Reseller/ DistributorAqua Rugby Australia festival. At Events provides access to corporate hospitality experiences for this rugby event.
• AFC (Asian Football Confederation)minorChannel Partner/ Reseller/ DistributorAFC Women's Asian Cup 2026 in Australia. At Events is a partner providing Private Suite, Open Box, and MATCH Club hospitality for matches in Sydney, Gold Coast, and Perth.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Hospitality Finder: UK-based corporate hospitality specialist aggregating premium experiences at major UK sporting events (Wimbledon, Royal Ascot, Twickenham). Operates the closest peer model to At Events — broker-led corporate hospitality — though focused on UK events rather than Australian ones.
• Keith Prowse: Keith Prowse is a long-standing UK corporate hospitality specialist (now part of ASM Global) selling premium experiences at sporting events, concerts, and theatre. Operates an almost identical broker/concierge model to At Events, making it a strong functional comparable despite operating primarily in the UK market.
• TEG (TEG Live): TEG is Australia's largest live entertainment and ticketing group, operating ticketing, venue management, and event production. Comparable as an Australian-based event services company with corporate hospitality offerings across major sporting and entertainment events, though it is materially larger and operates in adjacent verticals (ticketing, venue operations) At Events does not.
• KEEN Australia: KEEN is an Australian brand experience and events agency managing corporate events, activations, and consumer experiences. Comparable as a Sydney-based events agency serving enterprise clients, though At Events focuses specifically on sports/entertainment hospitality while KEEN covers broader brand experience work.
• The Gemba Group: The Gemba Group is an Australian sports marketing and strategy consultancy that advises rights holders, brands, and venues on sponsorship and commercial partnerships. Comparable through shared sports industry relationships and sponsorship/partnership consulting, though Gemba operates on the advisory/agency side while At Events focuses on hospitality brokerage.

Broad incumbents

• ASM Global (formerly AEG Facilities / SMG): ASM Global is the world's largest venue management and live-events company, operating stadiums and arenas with embedded premium hospitality products. Comparable through corporate hospitality distribution at major venues globally; competes with At Events in the same arena but at vastly greater scale and with owned venue inventory.
• Two Circles: Two Circles is a global sports marketing and data agency working with rights holders, brands, and federations on sponsorship, hospitality, and fan engagement. Comparable through sports rights-holder commercial services; complementary rather than directly competing with At Events' hospitality brokerage.
• Event Hospitality & Entertainment Ltd (EVT): EVT is an ASX-listed Australian company operating entertainment venues (cinemas, hotels, Thredbo, Event Cinemas), with significant corporate hospitality operations integrated into its venue portfolio. Comparable through shared Australian corporate hospitality market and event operations, but materially larger and broader in scope.

Others

• NRL (National Rugby League): The NRL is a primary rights-holder whose hospitality packages At Events brokers. Also operates its own direct corporate hospitality sales for marquee events like State of Origin and the Grand Final, placing it in the OTHERS category as both an upstream supplier and a partial direct competitor for the same corporate customers.
• Repco Supercars Championship: Supercars is a major rights-holder partner of At Events for Bathurst 1000 and Gold Coast 500 hospitality. Listed as a peer (rather than partner) because Supercars operates its own direct corporate hospitality sales alongside channel partners like At Events, making it both a supplier relationship and a competitor for the same corporate buyer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/ateventsaus
• LinkedInlinkedin.com/company/ateventsaus
• Instagraminstagram.com/atevents

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 ATEVENTS