AEV Sponsorship Programme Strengthens the Bridge Between Universities and Event Venues

The Association of Event Venues (AEV) is reporting strong momentum behind its Academic Associate Member Sponsorship Programme, an initiative designed to strengthen links between higher education and the live events industry while creating clearer career pathways for future venue professionals.

Introduced as part of the association's wider strategy to support talent development, skills and inclusion, the Academic Associate Membership was launched in 2022 to provide universities with greater access to the industry's expertise and networks. Since then, students have gained hands-on experience by attending AEV conferences, contributing to working groups and engaging directly with member venues through collaborative projects.

The programme has continued to grow and now includes nine higher education institutions, among them the University of Greenwich, Coventry University, Manchester Metropolitan University, Leeds Beckett University and the University of Surrey. Academic members also benefit from participation in the AEV Academic Working Group and a degree endorsement programme intended to strengthen the relationship between academia and industry.

Recognising the financial pressures facing many universities, AEV introduced a sponsorship model this year that encourages member venues to support institutional participation. One example is the partnership between Harrogate Convention Centre (HCC) and Leeds Beckett University, where students have been invited to conduct delegate research during live events. Their coursework has involved designing questionnaires, testing research methodologies and interviewing delegates on site, generating valuable visitor insights for the venue while exposing students to real operational environments.

Paula Lorimer, director, HCC, said: "It is vital that we invest in the future talent for the events industry. AEV provided us with this excellent opportunity to sponsor Leeds Beckett university’s academic associate membership and we are working to get the most out of the relationship – for all parties."

Other sponsorship partnerships currently include The O2 with the University of Greenwich, Coventry Building Society Arena with Coventry University, and Farnborough International with the University of Surrey.

Rachel Parker (right side), AEV director, commented: "Through academic associate membership, universities have clearer access to professionals within our industry, and students have the opportunity to build relationships with the event venue industry – particularly highlighted by HCC’s relationship. The sponsorship expands access to all HE institutions allowing the programme to continue giving members the opportunity to work with the universities and in turn assist in careers."

Lorimer added: "The program provides students with the chance to build a greater understanding of the events industry as they study, preparing them for the career they may pursue beyond their degree and we are delighted to be able to give them access to our venue and events."

According to AEV, the initiative is creating long-term value not only for member venues and academic institutions, but also for the wider events sector by helping equip the next generation of professionals with practical experience alongside their academic studies.
 

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