The International Association of Exhibitions and Events (IAEE) has announced a landmark move that is set to reshape the exhibitions and events industry. The association has entered into a definitive agreement to acquire Exhibitor Group, the publisher of EXHIBITOR magazine and producer of the EXHIBITOR LIVE trade show. The acquisition marks a strategic expansion of IAEE’s reach and influence across the global exhibitions and events ecosystem.
The agreement reflects IAEE’s long-term vision of building a more inclusive, comprehensive platform that connects event organizers, exhibit designers, brand professionals, and industry stakeholders under one unified umbrella.
Strategic Expansion for IAEE
International Association of Exhibitions and Events has long been recognized as one of the leading global associations representing the exhibitions and events industry. With this acquisition, IAEE is expanding its footprint to include exhibit and brand marketing professionals — a move that strengthens its position as a central hub for the entire industry value chain.
The organization confirmed that it has signed a definitive agreement to acquire Exhibitor Group, which publishes the respected industry publication EXHIBITOR magazine and produces the well-known trade show EXHIBITOR LIVE.
This development is expected to significantly enhance IAEE’s ability to serve a broader audience that includes exhibit designers, experiential marketers, and brand managers, in addition to show organizers and suppliers.
A Vision for a Unified Industry Platform
Marsha Flanagan, President and CEO of IAEE, described the acquisition as a transformative milestone rather than a simple business transaction. According to her, the move aligns with IAEE’s mission to foster collaboration, innovation, and knowledge-sharing across all segments of the exhibitions and events industry.
She emphasized that integrating exhibit and brand professionals into IAEE’s ecosystem will help create a more unified and inclusive environment. By bringing diverse industry voices together, IAEE aims to strengthen professional development opportunities, encourage innovation, and support sustainable growth across global markets.
Flanagan noted that the exhibitions and events industry is increasingly interconnected. Organizers, exhibitors, brand marketers, and suppliers must work collaboratively to create impactful experiences. The acquisition of Exhibitor Group is designed to facilitate that collaboration on a larger scale.
Background of Exhibitor Group
Exhibitor Group is widely recognized within the United States as a leading authority on trade show marketing and exhibit management. Its flagship publication, EXHIBITOR magazine, provides educational resources, industry research, and best practices for exhibit managers and brand marketers.
In addition, EXHIBITOR LIVE serves as a major educational conference and exhibition for trade show and corporate event marketing professionals. The event combines training sessions, networking opportunities, and an exhibition floor showcasing the latest innovations in exhibit design and experiential marketing.
In 2022, Exhibitor Group was acquired by STAR Exhibits & Environments, a company specializing in experiential marketing and branded environments. Under STAR’s ownership, Exhibitor Group continued to operate as a leading industry resource while benefiting from strategic alignment with experiential marketing services.
Strategic Decision by STAR Exhibits & Environments
Mark Johnson, CEO of STAR Exhibits & Environments, explained that transferring ownership to IAEE was a carefully considered strategic decision. As STAR expanded its experiential marketing and brand environment services, it became clear that EXHIBITOR would benefit from a dedicated owner focused exclusively on publishing, education, and industry engagement.
Johnson noted that IAEE’s global network and association-driven model provide an ideal platform for the long-term growth and development of Exhibitor Group’s assets. By placing EXHIBITOR under IAEE’s stewardship, STAR ensures that the publication and event will continue to thrive within an organization whose core mission centers on advancing the exhibitions and events industry.
The move highlights a broader trend within the industry, where strategic consolidation and partnerships are increasingly common as organizations seek to strengthen value propositions and expand global reach.
Strengthening Global Industry Leadership
Brian Pagel, Chairperson of the IAEE Board, described the acquisition as reinforcing IAEE’s commitment to innovation, collaboration, and stronger connections across the global exhibitions and events community.
According to Pagel, the addition of Exhibitor Group enhances IAEE’s ability to deliver educational content, professional development programs, and thought leadership to a more diverse audience. This integration is expected to create new opportunities for members, partners, and industry stakeholders worldwide.
The exhibitions and events industry has undergone significant transformation in recent years, driven by digital innovation, sustainability goals, and evolving attendee expectations. IAEE’s acquisition strategy reflects the need for stronger industry alignment and shared expertise to address these changes effectively.
Integration Plans and Timeline
The acquisition is expected to be finalized by 30 April 2026, subject to customary closing conditions. Once completed, IAEE plans to work closely with the Exhibitor team to ensure a smooth operational integration.
The focus will be on maintaining the integrity and reputation of EXHIBITOR magazine and EXHIBITOR LIVE while leveraging IAEE’s global network to expand their impact. IAEE has indicated that the integration process will prioritize continuity for members, readers, sponsors, and exhibitors.
Industry stakeholders anticipate that the collaboration could lead to expanded educational programs, cross-promotional initiatives, enhanced networking opportunities, and broader international participation in EXHIBITOR LIVE.
Industry-Wide Implications
The acquisition is being viewed as a significant step in strengthening IAEE’s position as a leading global association for the exhibitions and events sector. By combining association leadership with specialized media and event platforms, IAEE is creating a more comprehensive ecosystem that supports the full lifecycle of trade shows and corporate events.
For exhibitors and brand marketers, the move offers increased access to IAEE’s professional network, certification programs, and global resources. For event organizers and suppliers, it introduces deeper collaboration with exhibit professionals who play a critical role in event success.
The broader exhibitions and events community stands to benefit from enhanced knowledge-sharing, stronger advocacy efforts, and greater industry cohesion.
Looking Ahead
As the global exhibitions and events industry continues to evolve, strategic alliances like this one signal a forward-looking approach to industry development. IAEE’s acquisition of Exhibitor Group reflects a commitment to long-term growth, inclusivity, and innovation.
By uniting key industry segments under one association framework, IAEE is positioning itself to address emerging challenges and opportunities more effectively. The integration of EXHIBITOR magazine and EXHIBITOR LIVE into IAEE’s portfolio is expected to strengthen educational offerings, industry research, and professional engagement worldwide.
With the deal set to close in April 2026, industry observers will be watching closely to see how the integration unfolds and how it shapes the future of exhibitions and events on a global scale.
