The reports for the Cannes Lions and the Money20/20 franchises are taking shape after their acquisition last October for $ 1.6 billion. They are now under the division of new information festivals, along with other “experience” events “, in five sectors of the industry: marketing, Fintech, cyber security, games and technology, which represents 10% of the company’s income.
You inform 2024 The annual report advances in a calculation of the non -physical assets acquired as ascential, attributing $ 584.3 million (£ 439.6 million) to the brands of Cannes Lions and Money20/20 alone. It also attributes a value of $ 164.3 million (£ 123.5 million) to acquired customers and $ 18.6 million (£ 14.0 million) to the data.
In December, reported a new launch of Money East Money20/20 this September, promoted by Tahaluf, its joint company in Saudi Arabia. That is the third expansion of the franchise whose flagship event remains in the US.
In April, Cannes Lions announced its 2025 award jury line, highlighting the increasing representation of Africa, Asia and the Middle East.
The reports of Informa currently attract 85% of their income from Europe and North America, leaving significantly expansion opportunities. In general, the Information Division is 49% of North America, 17% of Europe and 34% in other places.
While geographical cloning is a solid strategy, there are many cases in which global expansion is not successful for business festivals. C2 took the plug at the last minute at the launch of an edition of Melbourne (Australia), despite the significant support of the destination.
SxSW was able to launch Sxsw Sydney successful in 2023 and returned for a second year event last year. However, the organization recently had a great shake and a new round of layoffs. He has not shown any setback sign of the launch on June 2 or SXSW London, but the success for its European franchise is far from doing so.
A profitable but demanding business model
Informa seems optimistic in “experience -led” events, but high and fixed prices require a substantial investment and a high production value.
Already pre-pandemic, the premium paid by the brands to be Cannes Lions had attracted the criticisms of some of the largest advertising agencies in the world, which blamed consumer technology brands for expelling the creative companies of the festival.
The income of the brand associations are not public, but a sample of the opportunities of association of the Cannes Lions offered for 2024 includes static banners outside the place for just under $ 80,000 (€ 70,000); Marks a coffee cart for $ 170,000 (€ 150,000); and a 25% participation in the air time in the “big screen” (a large digital screen on the entrance of the red carpet) by the a whopping of $ 220,000 (€ 195,000).
In contrast, the platinum sponsorship package for the CES Digital Health Summit is priced at $ 50,000.
Attendees also pay a premium to be Cannes Lions, with the 2025 transmission rate established at $ 4,869 (€ 4,295). VIP experiences start at $ 7,167 (€ 6,345), and a student pass costs $ 1,128 (€ 995). There is only one “connector pass” to $ 672 (€ 595), it offers only access to the mobile application of the networks, but there is no access to the content.
The US20/20 USA event is also on the expensive side of the market. The standard passes for the October show currently have a price of $ 3,499, rising to $ 4,099 on May 16. Startups, retail retail, government entities and non -profit organizations can buy discounts from $ 1,495.
According to the annual report 2023 of Ascential, the delegated passes generated $ 34.6 million (£ 26.1 million) of the two franchises.
On the contrary, the SXSW transmission rate for its “platinum” badge that gives access to all events was $ 2,295 by 2025, and the organization has announced that it will reduce ticket prices for the 2026 edition. Attending to Dreamforce de Salesforce costs $ 2,299 and the prices of tickets for C2 Montreal are equally more affordable C2 “Total access to a price of $ 1,300 (approximately $ 1,795).
The awards are based on brand associations
The awards are also a great money manufacturer for Cannes Lions, with entry costs that range from € 675 to € 2,765. Last year, the organization said it received 26,753 award tickets. The previous year, Ascential won $ 41 million (£ 30.9 million) in revenue only for these awards.
Informa has replicated the same formula for Money20/20, with the Fintech brand launching a new awards series last month. The Money Awards has a rates structure similar to those of Cannes Lions, from $ 699 and rises to $ 2,659. For now it has only five categories; Cannes Lions has 30.
The business festivals model can face geographical barriers
While the model has been successful in the United States and Europe, the high price of the ticket can be a barrier to global expansion. The “standard pass” for Money20/20 Middle East costs $ 2,750, with a promotional price of early birds or $ 1,375. The price is established significant than Money20/20 Europe, which sacrifices a “standard pass” at $ 4,411 (€ 3,895).
Fintech of Middle East Fintech, a competitive trade fair led by Terrapinn, offers a “free event pass” with full access to the fair and non -cost conferences sessions. The program also sacrifices a “premium net pass” that costs $ 3,000, adding network opportunities in halls and in the application of the event.
Leap, a technical show born in the Middle East under the Tahaluf brand, offered a free visitor pass that limits the tickets after 1 pm, and a delegate pass price at $ 800 ($ 400 early rate) for its 2025 edition. GLOBAL GITEX in Dubai, a larger show in line with CES, sacrifices a “visiting pass” of $ 123 (AED450).
With the brands of Cannes Lions and Money20/20 that represent approximately one third of the total provision price of $ 1.6 billion, reports it seems safe that the business festival will be translated worldwide, even the financial model may require adjustments. You are looking to take advantage of your global presence, intersectoral scope and powerful media assets to ensure that your festivals division becomes a significant income generator.
