TEG Hires Luke Bould, Wins Global Ticketing Awards

TEG has hired sports marketing executive Luke Bould as its chief commercial officer.

At the same time, its ticketing division Ticketek was acclaimed as international Ticketing Business of the Year.

This took place at the Ticketing Business Forum international awards in Manchester, UK, before senior executives from 500 ticketing and technology companies from around the world.

Bould’s appointment also flags a wider global footprint for the company.

Operating from its Sydney office and reporting to CEO Geoff Jones, Bould oversees all of TEG’s commercial activity across the group.

His brief is to work with all TEG businesses to identify and drive growth opportunities globally.

He also heads TEG’s communications and corporate affairs function.

“We are excited to welcome Luke in this vital role as we continue to demonstrate the power of the live experience to connect brands with consumers and generate ROI,” Jones said.

“Luke is a highly experienced executive with a strong track record of delivering commercial growth, digital innovation and creative deals in sport, events, and music.

“He is a great addition to our senior leadership team.”

Bould, pictured above, hailed TEG as “a great Australian success story that has become one of the world’s top integrated live entertainment businesses.

“It is an exciting time for TEG, with enormous growth opportunities, so I am looking forward to leading the commercial development of the business.”

Bould has over 25 years experience in sports and entertainment.

He previously held senior commercial roles at Cricket Australia and Athletics Australia and was chief commercial officer & chief marketing officer of Football Australia.

He has a background in music and filmed entertainment with Polygram in the UK.

He remains a director of alacria, which was founded in 2020 as a strategic management agency focused on customers, data and commercialisation.

As an indication of Bould’s strategic thinking, alacria worked on the premise that 75% of major Australian sports’ direct revenue comes from the 6% of fans who have played the sport at some point in their lives, and worked with sports clients to develop strategies to grow participation, convert participants into fans and curate fandom into commercial value.

Ticketek had two wins at the Ticketing Business Forum.

It also collected the Insights & Analytics accolade for Ovation’s partnership with Cricket Australia.

Ticketek managing director Cameron Hoy who was in Manchester to pick up the awards called it a testament to the passion and dedication of the Ticketek team and the wider TEG family.

“It has been a hugely challenging time for our industry, and I am incredibly proud of the way the team, once again, has turned a crisis into an opportunity to innovate in so many areas,” Hoy stated.

“I am honoured that Ticketek has been recognised by our peers for all the business has achieved over the past year.”

Geoff Jones added, “As we continue to roll out our integrated model internationally, these awards are a pleasing recognition that an Australian company that is committed to rapid development and innovation, can lead the world in its field.”