TEG Sport
TEG Sport is an international live sporting events promoter and division of TEG (Ticketek Group), organizing over 50 major events annually across ANZ, the UK, the US, and Asia for global rights holders and fans.
- Company typePrivate
- Founded2020
- HeadquartersSouthbank, Australia
- Headcount—
- GTM typeB2B and B2C
- OfferingServices
What TEG Sport does
TEG Sport is an international live sporting events promoter and the dedicated sports division of TEG (Ticketek Group), established in 2020. The company acquires, organizes, and markets major international sporting events across Australia, New Zealand, the United Kingdom, the United States, Singapore, Thailand, Hong Kong, Ireland, and Malaysia, delivering over 50 major events annually spanning football, rugby, basketball, boxing, motorsport (Freestyle Kings FMX), cycling, and darts. Its core customers are global sports rights holders (Liverpool FC, Manchester United, Chelsea FC, Tottenham Hotspur, NHL, Tour de France, USA Basketball, Top Rank Boxing, and others) seeking turnkey market entry into Asia-Pacific and other growth regions, alongside sports fans, corporate hospitality clients, and high-net-worth individuals purchasing general admission and VIP packages.
TEG Sport operates a portfolio of wholly-owned and affiliated brands that bundle content, distribution, and hospitality: Rugby Live handles international rugby rights; Freestyle Kings produces freestyle motocross shows; and VIP NOW and FAN+ deliver tiered premium hospitality and fan-experience packages (pricing ranging from $295 to $5,990). Underlying technology is a conventional event promotion and ticketing platform: TEG Sport does not run proprietary ticketing infrastructure but distributes through established partners Ticketek (Australia/NZ) and Ticketmaster (international markets), with direct ticket sales via tegsport.com.au. The business also benefits from TEG's more than 50 years of Australian event production and ticketing heritage.
TEG Sport generates revenue across three principal streams: primary ticket sales for promoted events (transaction-fee economics via Ticketek/Ticketmaster), premium VIP hospitality packages sold through VIP NOW and FAN+ (one-time high-margin purchases, with published tiers from $345 courtside to $5,990), and event sponsorship and partnership income from corporate sponsors. Go-to-market is event-driven: the company secures rights-holder partnerships directly, then markets upcoming fixtures through its website, email newsletter, social media, and ticketing platform partners. Marquee outcomes include 150,000+ fans across two nights at the Manchester United 2022 Melbourne Tour and first-ever NHL games in the Southern Hemisphere (NHL Global Series in Melbourne). The company is privately held, with no independent funding rounds disclosed, and operates as a strategic operating division of the privately held TEG (Ticketek Group).
TEG Sport firmographics
Firmographics- Name
- TEG Sport
- Legal name
- TEG Sport
- Website
- https://tegsport.com.au
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Short description
- TEG Sport is an international live sporting events promoter and division of TEG (Ticketek Group), organizing over 50 major events annually across ANZ, the UK, the US, and Asia for global rights holders and fans.
- Ownership category
- akta.pro rank
TEG Sport industry classification
Industry- Product category
- Live Sports Event Promotion
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events (7113), Spectator Sports (71121)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Sports Events & Match Tickets (THAJAFAE)
- akta.pro secondary industry
- Sports Team, Tournament & Training Travel (THAKAGAI)
Keywords
Where TEG Sport is headquartered
LocationHeadquarters
- HQ city
- Southbank
- HQ country
- Australia
- HQ region
- Oceania
Offices5 records
Markets served
TEG Sport business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Event Ticket Sales: TEG Sport generates primary revenue through ticket sales for international sporting events they promote in various markets. They work with ticketing partners Ticketek and Ticketmaster.
- VIP Hospitality Packages: Premium hospitality experiences including VIP meet & greets, track walks, courtside seats, and corporate packages sold through affiliated brand VIP NOW.
- Event Sponsorship and Partnerships: Revenue from corporate sponsors and partnerships for international sporting events.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | One time | Boomers vs World - Courtside Front Row VIP |
| Subscription | One time | Boomers vs World - Courtside VIP |
| Subscription | One time | Boomers vs World - Boomers Bench VIP |
| Unit Pricing | One time | Unmissable Football - General Admission |
| Unit Pricing | One time | Perth International Football Cup - General Admission |
| Unit Pricing | One time | Ford BALLIN'24 - Day Sessions |
| Unit Pricing | One time | Ford BALLIN'24 - Boomers Games |
| Unit Pricing | One time | Celtic vs Wolves - Dublin |
| Unit Pricing | One time | Manchester United vs Rangers - Edinburgh |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels4 records
TEG Sport product offering
Product offeringCore offering
TEG Sport is an international live sports events promoter that acquires, organizes, and markets major international sporting events across Australia, New Zealand, the UK, USA, Singapore, Thailand, and Hong Kong. It works directly with global sports brands (e.g., Liverpool FC, Manchester United, Chelsea FC, Tottenham Hotspur, NHL, USA Basketball) to deliver pre-season tours, international matches, and competitions, distributing tickets through Ticketek and Ticketmaster and offering premium hospitality packages through its affiliated VIP NOW and FAN+ brands.
Product overview
TEG Sport is a live sporting events business operating as a dedicated division of TEG. The company delivers major international sporting events across football, rugby, basketball, motorsports (Freestyle Kings FMX), boxing, and darts. The core offering centers on event management and ticketing services, supported by VIP hospitality products (VIP NOW, FAN+) for premium fan experiences. Freestyle Kings provides FMX/BMX motorsports entertainment, while Rugby Live focuses specifically on international rugby events. The portfolio includes over 50 major international events annually spanning Australia, New Zealand, Singapore, Thailand, United Kingdom, and the United States.
Differentiator
Problem solved
Functional benefit
Brands
- Freestyle Kings: World-renowned Australian Freestyle Motocross (FMX) team and event brand delivering adrenaline-fueled family shows with FMX and BMX riders
- Rugby Live
- VIP NOW
- FAN+
Products and services
- TEG Sport Events Management End-to-end promotion, organization, and management of major international sporting events including football matches, rugby tests, basketball games, motorsports, boxing, and darts tournaments across Australia, New Zealand, the UK, USA, and Asia, marketed to global sports brands and rights holders.
- Rugby Live
Quantifiable outcome
- 40 major international events delivered in 2023, growing to over 50 in 2024
- +1 more outcomes
Companies that use TEG Sport
Customer profileNamed customers13 records
Segments3 records
Ideal customer profiles3 records
TEG Sport technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
TEG Sport partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core, major and minor.
- Liverpool FCcoreTEG Sport brings Liverpool FC to international markets including Australia and Asia for pre-season matches and fan engagement events.
- Manchester United FCcoreTEG Sport organizes Manchester United's international tours including the 2022 Melbourne Tour and matches in USA and Europe.
- Chelsea FCcoreChelsea FC partnership for international matches in USA, Australia, and Asia including Sydney Super Cup.
- Tottenham Hotspur FCcoreTottenham Hotspur international events including matches in Australia, Singapore, and other Asian markets.
- National Hockey League (NHL)coreNHL Global Series bringing NHL teams to Australia and New Zealand for the first time, including Los Angeles Kings and Arizona Coyotes in Melbourne.
- Rugby Union Rights HolderscoreRugby Live, a TEG Sport subsidiary, helps rugby union rights holders reach new and strategically important growth markets with major rugby events.
- TicketekcorePrimary ticketing partner for TEG Sport events across Australia and New Zealand.
- TicketmastercoreInternational ticketing partner for TEG Sport events including matches in UK, USA, and other global markets.
- Freestyle KingscoreWorld-renowned Australian Freestyle Motocross team - TEG Sport's affiliated business delivering FMX shows and events globally.
- VIP NOWmajorAffiliated VIP hospitality brand providing premium experience packages for TEG Sport events.
- FAN+majorAffiliated brand for fan experiences including meet-and-greet opportunities at TEG Sport events.
- Levi's StadiumminorVenue partnership for Chelsea FC vs Wrexham AFC match at Levi's Stadium in Santa Clara, California.
- Crown MelbourneminorOfficial Fan Hub and hotel partner for Global Football Week Melbourne, hosting fan events and meetups.
- DabbleminorEvent partner for Dabble Darts ANZ Premier League, sponsoring best dressed prizes at select locations.
- Auckland Council Events / Tātaki Auckland UnlimitedminorGovernment tourism partner for New Zealand International Football Festival, supporting the Festival Zone at Waitematā Station Plaza.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
TEG Sport competitors and assessment
Company assessmentDirect peers
- Wasserman: Wasserman is a global sports marketing agency representing athletes, brands, and rights holders in events and endorsements. It competes for similar client mandates and event production work.
- World Sport Group: World Sport Group is an Asia-headquartered sports media rights and events company that organizes major events in the Asia-Pacific region, overlapping with TEG Sport's Asian market focus.
- Pitch International: Pitch International is a sports events agency specializing in international football tours and events. It directly competes for European club pre-season tours in growth markets.
- Lagardère Sports: Lagardère Sports is a global sports marketing and events business with rights holder representation and international event operations, broadly comparable to TEG Sport's sports promotion activities.
- Relevent Sports: Relevent Sports specializes in international soccer/friendly match promotion, organizing pre-season tours and tournament events globally. It directly competes for the same football club relationships TEG Sport manages.
- Live Nation Entertainment: Live Nation is the world's largest live entertainment company with ticketing (Ticketmaster) and concert/event promotion globally. It competes directly with TEG Sport in international event promotion and uses the same Ticketmaster distribution infrastructure.
- AEG (Anschutz Entertainment Group): AEG is a global live entertainment and sports venue operator that promotes concerts, tours, and sporting events worldwide. It competes with TEG Sport for international sports properties and venue partnerships.
- Endeavor (IMG / TKO Group): Endeavor owns IMG, a global sports events, marketing, and media rights business, and TKO Group (UFC, WWE). Both divisions actively promote international sports events comparable to TEG Sport's portfolio.
- Octagon: Octagon is a global sports marketing agency that manages athlete endorsements, events, and federation partnerships. It operates in the same client base (rights holders, federations) as TEG Sport.
Broad incumbents
- CAA (Creative Artists Agency): CAA is a major entertainment and sports agency representing athletes, leagues, and brands across multiple verticals. While it does not focus exclusively on international event promotion, it competes for sports IP mandates and live event opportunities.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
TEG Sport social profiles
Digital presenceTEG Sport financial estimates
Financial estimateRevenue estimate
Valuation estimate
TEG Sport leadership team
Management profileNumber of profiles
Profiles1 record
TEG Sport subsidiaries and ownership
Company hierarchySubsidiaries2 records
TEG Sport funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TEG Sport 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 TEG Sport
What does TEG Sport do?
TEG Sport is an international live sports events promoter that acquires, organizes, and markets major international sporting events across Australia, New Zealand, the UK, USA, Singapore, Thailand, and Hong Kong. It works directly with global sports brands (e.g., Liverpool FC, Manchester United, Chelsea FC, Tottenham Hotspur, NHL, USA Basketball) to deliver pre-season tours, international matches, and competitions, distributing tickets through Ticketek and Ticketmaster and offering premium hospitality packages through its affiliated VIP NOW and FAN+ brands.
Is TEG Sport a public or private company?
TEG Sport is a private company. It is classified as corporate owned and is currently operating.
When was TEG Sport founded?
TEG Sport was founded in 2020.
Where is TEG Sport based?
TEG Sport is headquartered in Southbank, Australia, in the Oceania region.
How does TEG Sport make money?
Three revenue lines are on record. Event Ticket Sales are the primary driver. The others are VIP Hospitality Packages and event Sponsorship and Partnerships.
Who are TEG Sport's main competitors?
Direct peers on record are Wasserman, World Sport Group, Pitch International, Lagardère Sports, Relevent Sports, Live Nation Entertainment, AEG (Anschutz Entertainment Group), Endeavor (IMG / TKO Group) and Octagon. CAA (Creative Artists Agency) is listed as a broad incumbent.
Does TEG Sport have an API?
No public API is recorded for TEG Sport.
What industry is TEG Sport in?
TEG Sport's product category is Live Sports Event Promotion. Its primary akta.pro industry code is THAJAFAE, Sports Events & Match Tickets, with a secondary code of THAKAGAI, Sports Team, Tournament & Training Travel. Its NAICS code is 7113 and its SIC code is 7900.