ASM Global Enters Into New Strategic Partnership With Leading Guest Experience Innovators Forward Associates
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
Biocytogen and Acepodia Expand Collaboration Through Option-based Evaluation Framework for First-in-Class Bispecific and Dual-Payload ADCs (BsAD2C)9.1.2026 14:00:00 EET | Press release
Biocytogen Pharmaceuticals (Beijing) Co., Ltd. (Biocytogen, SSE: 688796; HKEX: 02315) and Acepodia (6976:TT), today announced that the companies have entered into an option and license agreement designed to enable the structured evaluation of bispecific antibody-drug conjugate (BsADC) programs to further advance the development of dual-payload bispecific antibody-drug conjugates (BsAD2Cs). The agreement grants Acepodia an option to obtain an exclusive worldwide license from Biocytogen for two BsADC programs. Under the terms of the agreement, Biocytogen is eligible to receive an upfront option fee and, upon Acepodia’s exercise of the option, additional payments including option exercise fees, development, regulatory, and commercial milestone payments, as well as royalties on future product sales. The financial terms of the agreement were not disclosed. “This new agreement builds upon our recent co-development collaboration with Acepodia, which has focused on the evaluation and selection
Blockstream Capital Partners Announces Strategic Acquisition of Derivatives Trading Team from Numeus Group, Leveraging Strategic Partnership with Komainu9.1.2026 12:08:00 EET | Press release
Blockstream Capital Partners (“BCP”) today announced that it has entered into a strategic agreement to acquire a division within Numeus Group’s digital asset trading and investment business. The transaction includes the absorption of select Bitcoin focused trading strategies with a focus on yield generation as well as a ten person derivatives trading team led by Chief Investment Officer Deepak Gulati, a specialist in volatility and derivatives markets. Deepak Gulati, appointed Co-Chief Investment Officer of Blockstream Capital Management alongside Rodrigo Rodriguez, previously served as Global Head of Proprietary Trading at JPMorgan, before founding Argentiere Capital, a multibillion-dollar volatility-focused hedge fund. With a thesis that derivatives would drive Bitcoin and digital asset market maturity, he co-founded Numeus Group in 2021 to develop institutional-grade trading, risk management and market-structure capabilities. Komainu, an existing BCP strategic investment, has played
Autel Unveils Strategic Shift at CES 2026: Building the AI-Powered Infrastructure of Future Cities9.1.2026 11:44:00 EET | Press release
At the Consumer Electronics Show (CES), Autel Energy is presenting its latest AI-driven smart hardware and software systems for the future of intelligent urban operations. This year’s showcase highlights Autel’s shift from AI concept validation to scenario-based engineering deployment, emphasizing closed-loop execution across real-world infrastructure. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260101511436/en/ Autel Energy New Product Debut at CES 2026 Focusing on two key domains — Smart Energy and Smart Inspection — the company is unveiling a range of new products. In Smart Energy, Autel is introducing V2G (Vehicle-to-Grid) AC charger for homes and DC charging solution for fleets, strengthening its multi-tier energy touchpoint strategy from households to commercial operations. Live demonstrations at the booth will feature a smart charging robot showcasing automated plug-in capabilities. In Smart Inspection, Autel will
Allianz and Anthropic Forge Global Partnership to Advance Responsible AI in Insurance9.1.2026 11:00:00 EET | Press release
Allianz SE and Anthropic today announced a global partnership to accelerate the adoption of responsible Artificial Intelligence (AI) at Allianz. The collaboration centers on three transformative projects within Allianz Group designed to empower Allianz employees and accelerate operations, while setting new benchmarks for accuracy. “With this partnership, Allianz is taking a decisive step to address critical AI challenges in insurance. Anthropic’s focus on safety and transparency complements our strong dedication to customer excellence and stakeholder trust. Together, we are building solutions that prioritize what matters most to our customers while setting new standards for innovation and resilience,” said Oliver Bäte, CEO of Allianz SE. “Insurance is an industry where the stakes of using AI are particularly high: the decisions can affect millions of people. Allianz and Anthropic both take that very seriously, and we look forward to working together to make insurance better for those w
MRM Health Secures FDA IND Clearance to Launch its Phase 2b Trial of MH002 in Mild-to-Moderate Ulcerative Colitis9.1.2026 08:00:00 EET | Press release
MRM Health NV, a clinical-stage biopharmaceutical company pioneering microbiome-based therapeutics for inflammatory diseases and immune-oncology, today announced that the U.S. Food and Drug Administration (FDA) has granted clearance of its Investigational New Drug (IND) application for its lead program MH002. This enables the initiation of the STARFISH-UC Phase 2b clinical trial in patients with mild-to-moderate ulcerative colitis, marking a significant step forward in the development of next-generation therapies for inflammatory bowel diseases (IBD). About the STARFISH-UC Phase 2b Trial The STARFISH-UC trial is a randomized, double-blind, placebo-controlled study designed to confirm the promising efficacy signals and favorable safety profile previously observed in MH002’s Phase 2a studies. MH002, a rationally designed live microbial consortium, is the most advanced Live Biotherapeutic Product (LBP) of its kind, targeting disease-specific mechanisms through a synergistic combination of
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