Mustard Spices Up Sales for 100 Events With £80 Million Revenue Impact

Team Mustard, the source of ticket sales for over 100 events.

Mustard Media, the events marketing agency, have today released their yearly ticket tracking figures, showing their most robust year for ticket sales on record.

In 2021 they set a goal to help their clients sell 1.2 million tickets in 2022, which they surpassed with the total standing at 1.5 million tickets and £80 million in revenue driven.

Robert Masterson, Managing Director, said, “We are incredibly proud of last year’s results. We weathered the toughest years in our history during the pandemic and have worked incredibly hard to get where we are today. Having worked with over 100+ festivals and events last year, we’re excited about our plans to grow the agency this year on solid foundations. While we recognise that it may be another challenging year for the events industry, we’re already helping our clients get some of the strongest sales they’ve seen. We’re confident that our ability to adapt and strategise will ensure that we’re able to help our clients prosper.” 

2022 has seen other successes for the business, including winning a host of awards for a campaign they delivered for their client Christmas at Bute Park, which saw them sell 40,000 tickets in 48 hours, driving £ 1.8 million in revenue. The campaign won Best use of Paid Social at the Campaign Tech Awards, won three Global Eventex awards, and got on the shortlist at three other ceremonies.

2022 saw the team expand with eight new hires, including two Senior Hires and five Paid media experts, to help grow the paid media team.

Strategy Director Sian Bennett was made a business partner after joining the agency in 2013 as an intern, and her Strategy Department has been pivotal to the agency’s growth.

Mustard Media are passionate about supporting the events industry; their initiative, Business Keeps on Dancing, is an online community and event brand which brings together industry experts and thought leaders to share their secrets to success. 2022 brought the launch of its podcast with 14 episodes gaining industry acclaim, including a feature in Music Week, Sep 2022. In October, a live event in Amsterdam saw speakers from worldwide festivals and venues brands gather to share their thoughts and insights. Guests have included Rob Da Bank (Bestival), Jon Drape (WHP, Parklife, Festival No.6, Engine No.4), Gok Wan (DJ & TV host), Ben Robinson (Kendal Calling, Bluedot) and Yousef (Circus Recordings).

In 2023, the agency plans to continue growing both in the U.K. and internationally, driving more ticket sales across an increasing spectrum of events, including Music, Festivals, Outdoors, Exhibitions and Sports. A brand new insight and data product will launch later this year.