Target: Loveland Events B.V.
Seller: Loveland Events shareholders
Advisory sell side: Rutger & Posch | M&A Advisory
Buyer: All Things Live Netherlands Holding B.V.
Advisory buy side: Lexence | Legal Advisory Corporate M&A
Date announced: 2023-08-18

All Things Live, the international live entertainment group, is expanding its presence in the Netherlands through a strategic partnership with Loveland Events, an Amsterdam-based event organizer renowned for curating distinctive festivals that draw over 150,000 attendees annually.

Established in 1995, Loveland has evolved into a global leader in festival organization. The company currently spearheads renowned festivals such as Loveland Festival, 909 Festival, Music On Festival, and the Loveland Orange Festival, in addition to hosting various events during the Amsterdam Dance Event (ADE). This collaboration with Loveland augments All Things Live's already-impressive festival portfolio across Europe and bolsters the group's footprint in the Netherlands, which already includes notable events such as Concert at Sea, HIER Festival, In Het Volkspark, and Agents After All.

Marnix Bal, the founder and CEO of Loveland, remarked, 'We believe that the partnership between Loveland Events and All Things Live is a perfect match, arriving at precisely the right moment. With over 25 years of event production experience, this partnership presents a unique opportunity to enhance the quality of events for Amsterdam and its residents. By pooling our resources, we gain access to a diverse spectrum of festival entrepreneurs within the extensive All Things Live portfolio, enabling us to incorporate best practices into our own events.'

Kim Wors√łe, a member of the Executive Board of All Things Live Group, expressed enthusiasm about the collaboration, stating, 'Marnix and his team have successfully crafted exceptional festivals over the years. We are thrilled to welcome Loveland into the All Things Live family and expand our festival business. Our shared passion for outstanding live events and music drives us forward.

Source: All things live
Source: Dealmaker