Plans to make EAG Expo into a central hub for industry trade associations and their members continue at pace with EAG Chairman Nick Harding and Showmen’s Guild Secretary General Joe Mercer mapping-out a partnership programme of joint initiatives and collaborations in the lead-up to and at the 2027 edition taking place at Excel London, 12 – 14 January
Explaining the vision Nick Harding said: “EAG Expo is ideally placed to serve as an industry leading in-person meeting place for the community of trade associations that are active across the out of home entertainment sector. Our first collaboration is with the Showmen’s Guild whose association with the show dates back to the launch of the original ATE in the 1930s, with the Guild and its members making an important contribution to the success of what was popularly known as the London show.”
“To rekindle that shared purpose, we met with Joe Mercer and Public Affairs Manager Desmond FitzGerald to build on the success of the initiatives that were introduced in January 2026. The plans that we discussed include adopting a new focus on exhibitors specifically aimed at Showmen, continued presence for the Guild in the Bacta Business Lounge, and more business-building initiatives, seminars and speaking slots curated for both travelling and settled operators.”
Heralding the collaboration, Joe Mercer added: “I’m delighted that the Guild is working even more closely with EAG, continuing in a long tradition of collaboration which remains as strong today as it did when the first version of EAG – the ATE – was launched in the 1930s. Showmen have re-engaged with EAG Expo in greater numbers. The latest products and trends found at EAG Expo provide inspiration for Guild members who have been delivering fun and compelling leisure experiences for many decades.”
EAG Expo and the Showmen’s Guild of Great Britain will be confirming details of the partnership programme which will take place in the lead-up to and at EAG Expo ‘27.