O2 Sponsor Finance facilitated the acquisition of EventLink Group by Paceline Equity Partners and Serata Capital Partners, positioning EventLink for growth in the evolving event management industry.

Target Company Overview

EventLink Group, founded in 2009 and headquartered in Sterling Heights, Michigan, specializes in the planning, execution, and measurement of high-value, complex events. The company caters primarily to major brands and their agency partners, boasting a client base that includes numerous Fortune 500 companies.

The management team at EventLink has extensive experience in the event management industry, having served a diverse range of clients across various sectors including automotive, government, adult beverages, sports and entertainment, and healthcare for over three decades. This well-established leadership remains actively involved in steering the company's operations following the acquisition.

Industry Overview

The event management industry is a crucial component of the marketing ecosystem in the United States, particularly as organizations increasingly recognize the value of live experiences in engaging c