Strategic alliance between Fiera Milano and Ieg Starting with classic cars and congresses

The concept reiterated by both managers is that of creating synergies to develop, together, 'country system' projects. The second act, already announced, of this alliance, which will extend to the congress sector, also goes in this direction. "Through the joint international action of the respective congress centres, we will promote not our centres, but the destination Italy as a venue for major international events," adds Peraboni. In addition to the two main poles - Allianz MiCo (Milan) and Palacongressi in Rimini - the synergy between Fiera Milano and Ieg can also make available the Vicenza Convention Centre and the Palazzo dei Congressi in Fiuggi, managed by Ieg, and the MoMeC in Rome, owned by Fiera Milano.

The acquisition of Emac is, therefore, a sort of 'test-bed for new models of collaboration between Italian operators, capable of generating economies of scale, international attractiveness, and the development of vertical supply chains of excellence,' says Francesco Conci. 'The numbers prove it: according to the Icca 2024 ranking, Italy is first in Europe and second in the world with 635 international congresses hosted last year. Peraboni adds: 'If the opportunity arises, we will seize future possible country system operations as an important piece of our group's expansion strategy, alongside organic and external growth'.

The next step could be a joint action abroad. Indeed, both companies own operating platforms in key markets, which could in the future run events of both entities. 'The logic is that of a synergy aimed at development, the main objective of which is to work on the size of our products and make them attractive on a larger international scale,' explains Conci.

Returning to phase one of this alliance, the acquisition of Emac, the objective is an integrated management of the two shows: "Milano AutoClassica and Vicenza Classic Car Show are events with distinctive but complementary characteristics, each with its own strengths," commented Andrea Martini. Under a unified direction and with the support of two partners such as Fiera Milano and Ieg, they will be able to generate important synergies and open up new prospects for growth. Moreover, their location in two strategic moments of the year, autumn and spring, will allow them to cover the entire exhibition season, guaranteeing a constant presence on the market".