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TEG Taps Luke Bould as Chief Commercial Officer

Luke Bould is named chief commercial officer at TEG, the Australia-based live entertainment, ticketing, digital and data giant. In his new role, Bould, an experienced commercial and…

Luke Bould is named chief commercial officer at TEG, the Australia-based live entertainment, ticketing, digital and data giant.

In his new role, Bould, an experienced commercial and marketing executive, has duties for TEG’s commercial activity across the group, which operates more than 30 brands in 40 countries, working with the media group’s businesses to “identify and drive growth opportunities globally,” according to a statement issued Monday (July 11).

Additionally, he oversees TEG’s communications and corporate affairs activities.

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Based in Sydney, Bould reports to TEG CEO Geoff Jones. “We are excited to welcome Luke in this vital role as we continue to demonstrate the power of the live experience to connect brands with consumers and generate ROI,” says Jones. “Luke is a highly experienced executive with a strong track record of delivering commercial growth, digital innovation and creative deals in sport, events, and music. He is a great addition to our senior leadership team.”

Bould joins the company with a CV loaded with international experience in sport and entertainment, including the music industry.

The new recruit has held senior commercial positions at Cricket Australia, and was chief commercial officer and chief marketing officer of Football Australia.

He also founded alacria, the strategic management consultancy; enjoyed a stint with Universal Music Group’s Polygram in the U.K.; and has served in several non-executive director posts.

“It is an exciting time for TEG,” notes Bould, “with enormous growth opportunities, so I am looking forward to leading the commercial development of the business.”

Currently, the TEG empire includes TEG Live, TEG Sport, TEG Experiences, TEG Dainty, SXSW Sydney, TEG MJR, TEG Van Egmond, Laneway Festival, TEG Rockefeller, Handsome Tours, Qudos Bank Arena, Ticketek and Ovation, with the business operating out of seven country offices.

Its Ticketek arm was a multiple winner at the 2022 Ticketing Business Forum international awards in Manchester, England, where it collected ticketing business of the year and the insights & analytics award for Ovation’s partnership with Cricket Australia.

“As we continue to roll out our integrated model internationally, these Awards are a pleasing recognition that an Australian company that is committed to rapid development and innovation, can lead the world in its field,” said Jones following the July 7 ceremony at Old Trafford.

TEG was acquired in 2019 by Silver Lake, a U.S.-based private equity company which specializes in technology investing. Financial terms weren’t revealed, but sources say TEG carried a price tag of $1 billion-plus.