Australian live entertainment and ticketing firm TEG has today (Tuesday) signed a multi-year strategic partnership with Empire Touring to co-promote tours and events across the country.

Empire Touring, which was founded by Marc Christowski and general manager Isobel Lanesman, has built its name through producing and promoting concerts and festivals featuring acts such as Paul Kelly, Midnight Oil and Kasey Chambers.

The company has also created the festival brands Pure Gold Live, Spring Loaded and Rock at the Races.

TEG chief executive Geoff Jones said the firm will support Empire to “significantly expand” the niche it has carved out in touring festivals and concerts across Australia.

Under the agreement, TEG will lend its financial support, marketing and expertise in promotion and analytics to boost Empire Touring’s business. Financial terms were not disclosed.

Jones continued: “Marc and Isobel have built a business with a storied history and a great future, particularly given their clever pivot to focus on Australia’s wealth of homegrown talent.

“TEG has a proud track record of supporting Australian artists and we are thrilled to be working with Marc and Isobel to deliver more festivals and concerts to Australian audiences.”

Christowski said: “Geoff and his team have really built a global powerhouse in TEG and we are hugely excited to have formed this strategic alliance.

“This gives Empire Touring a platform to step up our ambitions by working with TEG to produce a very busy calendar of events that will help to reinvigorate Australia’s live entertainment scene for fans, who are champing at the bit to get out there and see their favourite acts.”

The first event to take place through the alliance will be for the 101.7 WSFM presents Pure Gold Live at Sydney Coliseum on December 4 and 5. As one of the city’s first major multi-performer lineups in the post-COVID era, the festival will feature the likes of veteran Aussie rockers Richard Clapton, Dragon and Thirsty Merc.

Last month, TEG unveiled a restructuring of its leadership team ahead of global expansion plans. The firm also acquired a minority stake in UK-based Ambassador Theatre Group (ATG) to support the theatre firm through the challenges of the COVID-19 crisis.

Prior to the pandemic, TEG’s Ticketek company in Australia delivered 30 million tickets annually for over 30,000 events, from concerts to theatre, musicals, festivals and more.