Freemans Event Partners appoints Luscombe as CEO

Freemans Event Partners has announced the appointment of Matt Luscombe as its new chief executive as the company looks to accelerate its growth plans in its 50th anniversary year.

Luscombe (pictured right) previously served as chief commercial officer at InterContinental Hotels Group (IHG) and also worked as general manager at Coles Group. His other roles have included a spell as chief executive at Cycas Hospitality.

Luscombe will be tasked with implementing strategic initiatives to drive Freemans Event Partners towards its goal of achieving £200m (€238m/$259m) in turnover in the coming years.

Following Luscombe’s appointment, current chief executive Stephen Freeman (pictured left) will pivot to a new role of executive chairman. Freeman will remain closely involved in the business and work with Luscombe on the company’s five-year strategy.

Luscombe said: “I’m delighted to be taking the reins and steering such an exciting company as it embarks on its next phase of expansion. The growth the family business and the wider team have achieved under Stephen’s stewardship is truly remarkable and has established Freemans Event Partners as a leader in the events sector.

“It’s an honour to be tasked with leading the company’s next phase of growth. I’m hugely passionate about the events industry, and am looking forward to working with the team, as well as our partners, clients and suppliers. It’s an exciting time for the sector, both in the UK and internationally, our robust pipeline of events ensures we continue to transform the fan experience in 2025 and beyond.”

Freeman added: “We have done a terrific job over the last decade or so, positioning Freemans Event Partners at the forefront of the biggest events and venues in the UK. I am immensely proud of the business we have built, but am equally excited about this next chapter, as we embark on further domestic and international expansion.

“Matt is ideally positioned to help us achieve our ambitious targets, leaning on his valuable experience in delivering successful growth across hotels and in hospitality. This new chapter for the business isn’t me stepping back. I’m as energised about the events industry as ever before and am looking forward to welcoming Matt and introducing him to our incredible event and venue partners in the coming weeks.”

Freemans Event Partners works with a number of leading sporting venues, including Silverstone Circuit, Allianz Stadium (Twickenham), Lord’s Cricket Ground and Wembley Stadium.