ABSTRACT
Corporate events are produced by or for businesses, with a primary purpose of supporting business growth. This distinguishes them from other forms of events, whose aims may be more cultural, political or sporting. Corporate events are broad, however, and can encompass many other kinds of events. Getz (2007) goes as far as to say that some events have become ‘corporatised’: some events are distinguished as significant corporate events by the significance and size of the corporate sponsorship, branding and hospitality on offer, such as the international circuit of Formula One motor-racing. Masterman (2004) notes that corporate hospitality, advertising and branding are prevalent at many events and, although this chapter focuses on the more orthodox business-to-business (B2B) and business-to-customer (B2C) events of the corporate events industry, it is important to recognise the corporatisation of many events as a consequence and cause of the professionalisation of the events industry and of its economic significance.
