The German company through its subsidiary Hannover Fairs Mexico and the Italian exhibition organizer signed a strategic agreement to hold new events in Mexico.
The two most famous organizers of specialized exhibitions in Europe have signed an important agreement to intensify a number of specialized exhibitions in Mexico. The joint venture was established by Deutsche Messe AG (through its subsidiary Hannover Fairs Mexico) and the Italian Exhibition Group SpA (IEG).
Both groups have extensive and many years of experience in the sector of international exhibitions with an additional portfolio of events. The strong presence of IEG and Deutsche Messe in different countries of the world is certainly the best guarantee of success and attractiveness of the exhibitions that will be organized in the Mexican market.
The partnership will begin at Active & Sports Expo in Leon, Mexico, from November 25 to 27, 2021, at which IEG (organizer of RiminiWellness and Dubai Active & Muscle Show in Dubai with its subsidiary HBG Events) will merge. The exhibition will be held at Poliforum Leon on an area of 18,000 square meters, selected because of its advantageous territorial location in the Mexican state and strong support from local authorities.
Corrado Peraboni, CEO of Italian Exhibition Group, commented: “We spent these months of the pandemic preparing for the international development of our flagship products. The agreement with Deutsche Messe is an integral part of this strategy. The collaboration between the two leading European players seemed to be the best way to enter such a promising market as Mexico, and after Wellness, we and our German colleagues will appreciate the opportunity to develop new products.”
Deutsche Messe is one of the five largest trade fair organizers in Germany.
Bernd Rode, CEO of Hannover Fairs Mexico, said that “thanks to the joint venture of Deutsche Messe and the Italian Exhibition Group, we are forming a strong alliance that combines years of experience, knowledge, best practices and new products. Also customers, which together will allow us to launch flagship events in Mexico and Latin America. Our first joint event, Active & Sports Expo, will be the best opportunity to showcase the huge potential of the Mexican and Latin American markets for new global businesses such as the sports and healthcare industry. ”
Active & Sports Expo Leon aims to create an event that will promote sports and outdoor activities in Mexican society, as well as maximize business potential and product diversification in this important sector. At the prestigious Global Wellness Summit (GWS) 2020, which brings together international leaders in the health economy, it was estimated that the industry is worth $ 4.5 trillion. According to the Global Wellness Institute, the estimated value of the physical activity economy is $ 828.2 billion (ex. 2019) and includes the main segments of sports, recreation, fitness and conscious movement.