Rimini, Italy-based Italian Exhibition Group (IEG) inked a memorandum of understanding (MoU) with Deutsche Messe to acquire 50% of the German trade show organizer’s companies in the U.S., Mexico and Canada. The 50-50 joint venture is expected to strongly boost the international reach of both companies’ respective show brands and launches in economic sectors covered by both show organizers, according to IEG officials. 

Hannover-based Deutsche Messe and IEG are considered two of Europe’s largest exhibition organizers, boasting pre-COVID turnovers of €355 ($363 US) and €179 ($183 US) million, respectively. 

A total of 10 trade shows will be involved in the venture. 

“With this new and wide-ranging agreement, Deutsche Messe and IEG will add new elements of substantial sharing, making way for a stable and total collaboration that will bring together organizations and expertise, and enhance the value of the activities carried out in the countries covered by the joint venture,” said Corrado Peraboni, CEO of IEG. 

He continued, “The absolutely complementary nature of the portfolios of the two companies is the best prerequisite for the agreement to turn out to be win-win. IEG, in particular, will add the trade show branch to its activity in the United States, which so far has focused on exhibition set-ups through the specialized company, FB International.”

The MoU comes as an extension of an initial business agreement, signed by the two companies in March 2021, to organize a series of events in Mexico.

With a portfolio comprising more than 100 trade shows around the world, Deutsche Messe currently produces eight active shows in Mexico, two of which are already in partnership with IEG: Mexico Active & Sport Expo for the fitness sector and Ecomondo Mexico for the green technologies sector.

The remaining six Mexican shows in Deutsche Messe’s portfolio include:

• MEM Industrial, a leading trade show for wood processing, woodworking and furniture manufacturing, scheduled for March 7-9, 2023 in Mexico City
• Agrotech Mexico and World Seafood Industry, taking place simultaneously April 26-28, 2023 in Guadalajara, focusing respectively on technological innovation in the agricultural and aquaculture sectors
• Solar Power Mexico, a leader in the field of solar energy, scheduled to take place in Leon July 12-14 alongside Ecomondo Mexico
• Festival del Adulto Mayor GTO, which focuses on wellness for the over-50 market, set for Aug. 4-6 in Leo
• Industrial Transformation Mexico, dedicated to industry 4.0, scheduled for Oct. 5-7 in Leon

IEG’s reach will expand further into North America via Deutsche Messe’s Canadian and U.S.-based shows.

The German organizer will be hosting its renewable energy-focused show, Electricity Transformation Canada, at the Metro Toronto Convention Centre Oct. 26-28, and Hannover Messe USA, the American edition of the company’s flagship HANNNOVER MESSE show for industrial manufacturing technology innovation, taking place at Chicago’s McCormick Place Sept. 12-17.

According to IEG officials, once finalized, the partnership will involve constituting a joint venture under Italian law that will be based in Rimini and will control the overseas companies. 

IEG, which runs facilities in Rimini and Vicenza, Italy, is no stranger to international expansion activities. Its development of joint ventures with global or local organizers in countries including the U.S., UAE, China, Mexico, Brazil and India have helped position the organizer as one of the top European operators in the sector.

“We are very much looking forward to intensifying our cooperation with IEG as a competent, growth-oriented partner that manages a trade fair portfolio that ideally complements Deutsche Messe AG’s events in the Americas,” said Dr. Jochen Köckler, chairman of the board of management of Deutsche Messe AG. 

She added, “Building on our very fruitful and positive initial experiences of working together in Mexico, we are now taking the next logical step and are aiming to further scale our success story.” 

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