M&A activity hotting up – The Eventful Group sells Mastering SAP

By Exhibition and Event Association of Australasia , 22 October, 2021


The Eventful Group has announced the sale of their award-winning Mastering SAP events portfolio to SAPinsider, the largest and fastest-growing SAP membership group worldwide. The combination brings together the two strongest brands in the SAP professional community.

With more than 50,000 loyal members built over a 25-year period, Mastering SAP has established itself as the premier member community in the Asia Pacific region. SAPinsider will bring its leading membership, research, publishing, and digital marketing services to the Mastering SAP events, delivering a comprehensive portfolio of services and content to the APAC market. The acquisition further solidifies SAPinsider as the preeminent platinum brand and most influential SAP professional community in the world, boasting more than 600,000 members.

“The purchase of Mastering SAP is an integral component of our aggressive acquisition plan, which targets best of breed communities,” said Boston-based CEO of SAPinsider Jamie Bedard. “Asia Pacific is central to establishing our leadership position. MasteringSAP has a long track record of providing incredible content and experiences for their members, and we are thrilled to welcome them to our family.”

Jamie Bedard, CEO, SAPInsider
Jamie Bedard, CEO, SAPInsider

Mastering SAP has thrived during the Covid pandemic, despite the broader business events industry being severely impacted.

“The coming together of Mastering SAP and SAPinsider is a game-changer for our community,” said Mastering SAP CEO, Steve Morris. “We have always put our customers at the heart of everything we do. Together, we’ve navigated 20 months of uncertainty, and now we are very excited to offer SAP customers and partners a substantially enhanced platform with new services and content to help them get the most out of their SAP technology investment. Morris will lead the Mastering SAP APAC business.

Steve Morris, The Eventful Group
Steve Morris, Managing Partner – Production & Partnerships, The Eventful Group