L4K Events snaps up UK sports exhibition

The organiser behind last year’s The Sport Show has sold the event to L4K Events for an undisclosed sum.

The organiser behind last year’s The Sport Show has sold the event to L4K Events for an undisclosed sum. Liquid Exhibitions operated for 18 months and was set up solely to organise the event. The company has now folded. The debut event was held last July at Earls Court. This year’s show will take place at the same venue from 24-27 June. L4K Events, which specialises in music events, has retained the five-strong team that organised the show but has postponed plans for regional versions in Manchester and Glasgow until 2005 (Event, May). “The acquisition fits into L4K’s strategy of branching out into events in the leisure industry as most of its focus is in music,” said the event’s director Andy Kiwanuka. “The problem is that we grew too fast. The Sports Show should have been a two-and-a-half-year project but we did it in a year. Although the event was a success, the figures for Liquid did not add up.” This year’s show will shift its focus from grassroots to a wider target audience. The show aims to attract general sports enthusiasts ranging from Sunday league footballers and scratch golfers to armchair supporters. The show will again be backed by sports associations including the FA, the Rugby Football Union and the English Cricket Board. It will also continue its association with broadcaster Eurosport. The 2004 event will involve the British Olympic Association with plans for a special feature – a “multi-sensory experience contained in a set of giant, three dimensional rings”. L4K Events has worked on UK tours for Madonna and the Rolling Stones.

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