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Mark Allen Group acquires Liverpool events firm

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London-based Mark Allen Group has acquired Sterling Events in Liverpool, for an undisclosed sum.

Lauren Sterling’s Sterling Events was founded more than 30 years ago and stages 2 major national exhibitions and conferences: Health and Wellbeing at Work; and Primary Care and Public Health, both at the NEC in Birmingham.

Mark Allen Group stated that its 6-strong team will remain in Liverpool.

“I am really excited to be part of the Mark Allen Group. As market leaders in delivering healthcare and HR focused events, there are great opportunities to develop them even further under the MAG banner,” said Sterling.

“We are already working on some new ideas that will strengthen our 2023 events. There is great synergy between the two companies, and I feel extremely confident that our events will continue to grow and be at the forefront of their respective industries by working together.”

The acquisition of Sterling Events is the third purchase for Mark Allen Group this year, following Regen and Heelec.

Sterling will now fall under the umbrella of MA Exhibitions, headed up by Tim Willoughby.

“It is a real coup acquiring these two excellent exhibitions and they substantially strengthen our offering in healthcare and HR,” said CEO Ben Allen.

“I am delighted that Lauren has agreed to stay on as a consultant until the end of the 2023 editions of the shows. She has built these events over many years and has an incredible knowledge of the markets, which combined with our market-leading brands, make a powerful combination. I greatly look forward to working with her and her team and taking these events to new heights.”

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