A star arises as Nine Live rebrands as TEG

Following the completion of the sale of Nine Live to Affinity Equity Partners in July, the business has been renamed TEG, a rebranding that aims to “better reflect the group’s antecedents through its Ticketek business and its future as the leading entertainment group in the region.”

Explaining the change Nine Live/TEG Chief Executive Geoff Jones stated “from today, TEG is our company’s new brand, marking a new era for Australasia’s leading integrated ticketing, live entertainment and data analytics company.

“I look forward to setting new benchmarks of innovation, content, and operational excellence, and to continue to lead the market under the TEG brand.”

The new TEG logo incorporates the highly recognisable Ticketek ‘star’ and aims to represent the strength and robustness of the brand and its constituent businesses. While acknowledging the company's heritage, the new brand also aims to mark a new chapter as the business is positioned in the fast evolving ‘event-tech’ market.

Jones added “the origins of the group stretch back over 36 years. As the business units have grown, so has the interaction between them, and unifying under one brand symbolises that progress and strength as we capitalise on the opportunities presented by the digital era to service our audiences in new ways.

“The possibilities for ‘event-tech’ are boundless, not only in this era of the smart phone but in new eras to come, be it in wearable tech or enhanced stadium and other geo-based interactive technologies.”

From Monday 28th September, Nine Touring and Events will be known as TEG Live, continuing its focus on live content, hospitality and sponsorship. The business has proven success in staging a broad range of major live event content such as the 2015 International Champions Cup, One Direction’s 2015 Stadium Tour and will open the official Rolling Stones Exhibition in London in 2016.

The change also sees Nine Rewards rebranded at a corporate level as TEG Rewards, although the business, which manages one of the largest online permission-based research panels in Australia and New Zealand, will continue using this consumer brand in the short term.

A new business division, TEG Analytics has been established to provide market leading data, analytics and intelligences services to the live entertainment and sport industries in Australasia and the Region.

Under this new brand, TEG will actively pursue growth opportunities both in Australasia and South East Asia with a focus on aligned and adjacent businesses, particularly in the Ticketing, Data Analytics and Live Content sectors.

TEG businesses include Ticketek Australia and New Zealand, TEG Live, TEG Rewards, Allphones Arena, Softix and Eventopia, the marketing of which will identify the respective businesses with TEG.

Lower image shows Sydney's Allphones Arena, a TEG business.

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