Strategic Acquisition Creates Industry-Wide Platform

The International Association of Exhibitions and Events (IAEE) has entered into a definitive agreement to acquire Exhibitor Group, publisher of EXHIBITOR magazine and producer of EXHIBITORLIVE. The acquisition, expected to finalize by April 30, 2026, represents a significant consolidation move aimed at uniting exhibition organizers and exhibitors within one cohesive ecosystem.

The deal brings together two influential forces in the exhibitions and events industry, combining Exhibitor Group's expertise in exhibit and corporate event marketing with IAEE's established leadership in exhibition organization. IAEE, the world's largest association in the exhibitions and events industry with members organizing more than 20,000 exhibitions and buyer-seller events globally, will integrate the award-winning EXHIBITOR magazine and EXHIBITORLIVE conference into its operations.

Leadership Perspectives on Industry Integration

Marsha Flanagan, President and CEO of IAEE, emphasized the acquisition's strategic importance: "This acquisition reflects our commitment to building a more comprehensive and inclusive exhibitions and events industry. By expanding our universe to include the vital perspectives of exhibit and brand managers, we're creating a unified space where all voices are heard and represented. This is more than an acquisition – it's a change that will elevate the entire exhibitions and events industry."

Mark Johnson, CEO of STAR Exhibits & Environments, acquired Exhibitor Group in 2022 to preserve what he termed "a critical industry voice" during post-COVID uncertainty. Johnson explained the rationale for the sale: "As we grew our overall experiential marketing business, we recognized that EXHIBITOR needed a dedicated owner to fully realize its potential. IAEE acquiring EXHIBITOR is a rare opportunity for two market leaders to come together to serve the entire exhibit ecosystem and its stakeholders from exposition managers to event marketers to industry suppliers."

Expected Benefits for Industry Stakeholders

Brian Pagel, Chairperson of the IAEE Board, outlined the acquisition's strategic value: "This acquisition reinforces IAEE's commitment to innovation and connection across the exhibitions and events community. By integrating Exhibitor Group's trusted education, insights, and community into IAEE's global association framework, we are creating a powerful platform for growth - expanding the value delivered to organizers, exhibitors, and suppliers across the full event lifecycle."

For IAEE members, the acquisition promises expanded resources, insights, and networking opportunities with exhibit and brand managers. The Exhibitor Group community will maintain continuity of the same publication and EXHIBITORLIVE event while gaining access to IAEE's extensive resources, including connections to organizers and suppliers, plus professional development tools.

IAEE will work closely with the Exhibitor team following completion of the acquisition to ensure seamless integration of operations. The organization, trusted since 1928, provides education and advocacy for face-to-face exhibitions and events as the primary medium for business development and growth.

Based on reporting by Exhibitor Magazine. Read the original article.