TEG Appoints Live Nation’s Greg Segal to Lead New Sponsorship Powerhouse

Ticketek Entertainment Group (TEG) has appointed industry heavyweight Greg Segal as managing director of its newly formed Sponsorship & Premium Experiences division.

The move marks an evolution for the Sydney-headquartered organisation as it seeks to monetise its vast data ecosystem and integrate brands deeper into the live entertainment fan journey.

Segal joins TEG following a highly successful tenure as president of brand & marketing partnerships at Live Nation Entertainment ANZ, where he led a 50-person team overseeing commercial growth across venues, festivals, and digital platforms.

With over 30 years of experience in entertainment marketing, Segal is widely regarded as one of the most influential commercial strategists in the Asia-Pacific region.

Commenting on his appointment, Segal, said:“Ticketek Entertainment Group sits at the centre of the live experience economy.”

“The opportunity to build a Sponsorship & Premium Experiences division that embeds brands within the Fan journey by leveraging data, insight and digital to drive measurable impact is incredibly exciting,” he noted.

TEG’s Platform Evolution

Under the leadership of TEG’s chief operating officer and head of Global Ticketing, Cameron Hoy, the group is transitioning toward an integrated “platform model.”

This strategy aims to bridge the gap between TEG’s diverse portfolio—which includes TEG Sport, TEG Live, TEG Experiences, and the Ovation data business—to create a unified offering for corporate partners.

Driving Global Revenue Streams

Cameron Hoy noted that Greg Segal’s expertise will be critical in unlocking new revenue streams across the group’s global footprint.

“As we strengthen our Sponsorships & Premium Experiences capability, Ticketek is bringing together specialist talent, commercial creativity and insight to create scalable partnership models that drive new revenue streams and deepen fan engagement,” Hoy said.

By consolidating its sponsorship and premium assets under Segal, TEG is positioning itself to compete more aggressively with global giants like Endeavor and ASM Global.

The organisation aims to offer brands “end-to-end” access to fans, from the initial discovery phase on the Ticketek app to the final encore at a stadium tour.

Segal’s transition is effective immediately, as TEG prepares for a massive 2026 calendar featuring major international sporting tours and high-profile concert residencies.

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