ASM Global Enters Into New Strategic Partnership With Leading Guest Experience Innovators Forward Associates
11.7.2023 17:36:00 EEST | Business Wire | Press release
As the guest experience evolves in arenas, stadiums and theaters around the world, and demand from fans for elevated and enhanced live entertainment continues to increase, ASM Global has entered into a new, strategic partnership with multidisciplinary venue strategist Forward Associates.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20230711902751/en/
Photo courtesy of ASM Global
ASM Global President and CEO Ron Bension said, “As we continue to embrace cutting-edge technologies and industry disruptors on a global scale, producing renowned content through our unmatched relationships, culinary artistry, sustainability solutions and client profitability, we’re creating a new intersection that fuses these attributes together. Now we are investing in the industry’s leading innovators of guest experience, Forward Associates, who we’ll work with to bring all of this to life, looking at the guest journey, reimagining it for everyone and ensuring there is an even wider choice for the entire audience.”
Forward Associates, founded in 2015, is a fast-growing and dynamic team, with offices in London, Milan and Helsinki and is in the process of opening a home office in the U.S. As venues adopt an increasing focus on the guest experience, Forward Associates CEO Roy Westwood utilizes a unique and holistic approach to the guest journey and live experience, broadening the variety of venue offerings and exploring new and creative ways to elevate this for every single guest.
Forward Associates — wide-ranging experiences and areas of specialism ranging from architecture to interior design, venue strategy to premium seat sales and marketing — provides a unique “one-stop shop” to evaluate, plan, design, execute and commercialize world-class venues across the globe.
Currently, Forward Associates is shaping the next generation of hospitality at Everton FC’s new stadium, from the inception of the “All” master brand, which seeks to rebalance traditional football hospitality to the delivery of a state-of-the-art sales showroom in Liverpool’s iconic Liver Building.
Forward Associates is also working alongside the ASM Global team at Stockholm Live developing the future strategy for their portfolio of venues including the Avicii Arena. They have also been instrumental in supporting the new, transformative design at the AO Arena in Manchester as it undergoes a major $75 million redevelopment and have completed projects for ASM Global venues in the U.S. including Desert Diamond Arena in Glendale, Arizona. Other transformative projects Forward Associates has undertaken include The O2, Tottenham Hotspur, Aston Villa FC, as well as Koko and the Brighton Dome, creating multifaceted offers that deliver real, increased commercial returns.
The move demonstrates ASM Global’s continued goal: To elevate the experience for all its 165 million customers around the world and to remain the world leader in live entertainment.
Chris Bray, president of ASM Global Europe, said, “Demand for market-leading, cutting-edge guest experience is increasing at pace. Our teams are exceptional at what they do, and we need to continue to innovate in this space, always exceeding our guest expectations. Forward Associates are best in class, with a real vision for the future of live entertainment experience, and absolute expertise in their field. They provide a unique, multidisciplinary service with a proven track record of delivering exceptional concepts from start to finish. We’re delighted to enter this new partnership, which will further cement our position as market leaders in venue operations and providers of live entertainment.”
Roy Westwood added, “Whether a new build or a repositioning as part of a master-planning exercise, Forward Associates is proud to be the leader in guest experience innovation. Together with ASM Global, we have a shared vision to continually evolve in this space, with a commitment to always delivering the very best for live entertainment fans. With ASM Global’s international portfolio and reach, this is an exciting move for us; and we are very much looking forward to getting started.”
The partnership will bolster ASM Global and Forward Associates’ combined commitment to bringing innovative approaches to the future of the fan experience specifically focusing on ASM Global’s vast portfolio of the world’s most iconic venues in the live entertainment, trade show, hospitality and sports spaces.
ABOUT ASM GLOBAL
ASM Global is the world’s leading producer of entertainment experiences. It is the global leader in venue and event strategy and management—delivering locally tailored solutions and cutting-edge technologies to achieve maximum results for venue owners. The company’s elite venue network spans five continents, with a portfolio of more than 350 of the world’s most prestigious arenas, stadiums, performing arts venues, and convention and exhibition centers, including The Moscone Center, San Francisco; ICC Sydney, Australia; Olympia London; Shenzhen World Exhibition and Convention Center, China; and P&J Live in Aberdeen, U.K. Follow us on Facebook, Instagram, LinkedIn and Twitter. asmglobal.com.
ABOUT FORWARD ASSOCIATES
As a multidisciplinary venue specialist, Forward Associates understand how different spaces and brands can act in different ways to maximize the commercial possibilities of your venue.
They work predominantly within the sports and leisure sector but take inspiration from everywhere. They create high-street ready concepts that transform what was previously thought possible in a host of mass-population venues, from stadiums, arenas and leisure attractions to hotels and shopping centers. Their work takes them to every continent but can be seen closer to home, informing Europe’s most revered new stadium developments — Tottenham Hotspur and Everton Football Club.
To view this piece of content from cts.businesswire.com, please give your consent at the top of this page.
View source version on businesswire.com: https://www.businesswire.com/news/home/20230711902751/en/
Contact information
MEDIA CONTACTS:
Jim Yeager
breakwhitelight (for ASM Global)
jim@breakwhitelight.com
818-264-6812
Alex Sutton
ASM Global UK/EU
alex@galapr.co.uk
+44 7834 284401
About Business Wire
For more than 50 years, Business Wire has been the global leader in press release distribution and regulatory disclosure.
Subscribe to releases from Business Wire
Subscribe to all the latest releases from Business Wire by registering your e-mail address below. You can unsubscribe at any time.
Latest releases from Business Wire
Smartly Signs Letter of Intent to Acquire INCRMNTAL17.3.2026 13:00:00 EET | Press release
Smartly today announced it has entered into a letter of intent to acquire INCRMNTAL, a pioneering AI-powered incrementality measurement platform that delivers real-time insights into the incremental impact of marketing investments across channels without relying on user-level data or tracking. As brands activate across social, commerce, and premium CTV, understanding what actually drives incremental growth has become increasingly complex. By combining INCRMNTAL’s real-time incrementality insights with Smartly's platform that enables advertisers to turn insights into action across channels, marketers can continuously direct investment to what drives business outcomes. The integration will translate incrementality signals into real-time planning and optimization within Smartly, helping brands and agencies allocate budgets with greater confidence. “Marketing leaders today are demanding better measurement for performance and accountability,” said Laura Desmond, CEO of Smartly. “Incremental
Windrose and Autel Validate Real-World Megawatt Charging Under MCS Standard in the Netherlands17.3.2026 10:03:00 EET | Press release
As electric heavy-duty vehicles continue to expand across Europe, charging infrastructure is evolving toward megawatt-level capability. Windrose and Autel Europe recently announced the successful completion of a real-world Megawatt Charging System (MCS) charging session at the Mega Charging Hub of a prime customer of Revolt in Roosendaal, marking an operational validation of charging under the MCS standard in live site conditions. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260313298350/en/ Windrose electric truck charging with Autel’s MCS-enabled megawatt charging system. The deployment features a modular megawatt configuration combining three MaxiCharger DS480 high-power charging cabinets connected in parallel to form a 1,440 kW system. The setup is paired with the MaxiCharger DT1500 MCS-enabled dispenser, capable of delivering up to 1.2 MW output through the MCS interface with a maximum current of 1,500 A, while also s
Aqara Enhances Smart Home Security Lineup with Camera Hub G350, and the Doorbell Camera G400 (Wired)17.3.2026 10:00:00 EET | Press release
Aqara, a global leader and pioneer in IoT, today announced the availability of the Camera Hub G350, the world’s first Matter-certified camera, and the Doorbell Camera G400 (Wired), expanding its next-generation smart home security lineup. Together, these new products deliver seamless interoperability, intelligent monitoring, and comprehensive home coverage for the modern smart home. Camera Hub G350: World’s First Matter-Certified Camera and Smart Home Controller The Aqara Camera Hub G350 marks an important milestone for Aqara as the world’s and the company’s first Matter-certified camera. Built to deliver future-ready interoperability, the G350 connects directly to Matter-enabled platforms* while offering live view, two-way audio, and alerts within the Matter-enabled ecosystem. Beyond serving as an indoor security camera, the device also functions as a Zigbee hub and Matter Controller in Aqara Home, enabling Aqara Zigbee devices and third-party Matter products to work together under un
Mobileum Showcases “Signal to Value” at MWC Barcelona 202617.3.2026 10:00:00 EET | Press release
Mobileum Inc. (“Mobileum”), a leading global provider of analytics and network solutions, highlighted its ”Signal to Value” vision at MWC Barcelona 2026, demonstrating how telecom operators can turn network events into insight, action, and revenue. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260317260292/en/ Mobileum team at MWC Barcelona 2026. At the event, Mobileum demonstrated how operators can leverage its Active Intelligence Platform to enhance roaming performance, strengthen fraud and risk defenses, and automate network assurance across increasingly complex global networks. “Operators generate massive volumes of network events every second, but the real value comes from turning those events into insights, action, and revenue,” said Bernardo Lucas, Chief Marketing & Strategy Officer at Mobileum. “At MWC 2026, Mobileum demonstrated how AI and automation can help operators move from raw telecom data to real business im
Yolanthe Cabau Honoured With Lifetime Achievement Award for Her Global Fight Against Child Sexual Exploitation17.3.2026 10:00:00 EET | Press release
During the United Nations Commission on the Status of Women Week, actress, entrepreneur and philanthropist, Yolanthe Cabau, was awarded the Lifetime Achievement Award from the New York City Bar Association in recognition of her work combating the sexual exploitation of children. Held in New York, the awards evening emphasised the importance of safety within the justice system, recognising that protecting vulnerable children also requires safeguarding the frontline teams working to create change. As the founder of the anti-child sex trafficking NGO Free a Girl, the Lifetime Achievement Award recognises Cabau’s eighteen years of dedication to rescuing children from sexual exploitation worldwide and supporting their path to justice, recovery, and empowerment. Free a Girl is a women-led organisation working to combat child sexual exploitation through undercover rescue missions that also support the identification and arrest of perpetrators. Cabau remains actively involved in the organisati
In our pressroom you can read all our latest releases, find our press contacts, images, documents and other relevant information about us.
Visit our pressroom