Parsons returns to Nine to lead events business sale

Former digital business and marketing chief to lead the divestiture of the events business acquired from Fairfax

Alex Parsons
Alex Parsons

Nine’s former marketing and digital leader, Alex Parsons, has returned to the business after a 16-month absence to lead the sale of the group’s recently acquired events business from Fairfax.

Parsons spent three years leading the ASX-listed media group’s digital properties as well as marketing before leaving the group in September 2017. He spent a total of 10 years with Nine, and was formerly responsible for overseeing the dissolution of the company’s Mi9 joint venture with Microsoft, creating the standalone Nine Digital business. Other highlights on his Nine resume include MD of Ninemsn, CEO of RateCity and senior leadership positions with subsidiaries, Pedestrian.TV and CarAdvice.

In a statement, Nine confirmed Parsons has rejoined as acting managing director of events and entertainment, a transitional role, to manage the process of divesting the events business. No sale timeframe has been confirmed, however, the group said it’s already in discussions with a number of interested parties.

Parsons takes the reins from Martin Jolly, who steps down in order to enable him to join third parties interested in taking on the events business. Jolly has been leading the former Fairfax division for the past year. Parsons has spent the last 10 months as CEO and managing director of advertising agency, Adcorp.

“I am really excited to return to Nine,” Parson said in a statement. “The events division is a strong and vibrant business that will be enhanced by the sale to a buyer who can realise its full value, and I am looking forward to positioning it for further growth and expansion.”

The events business in question was previously part of Fairfax, which officially morphed into the Nine group in December 2018. The historic merger of Nine and Fairfax, first revealed in July last year, passed its final hurdle in the Australian Federal Court on 27 November, with the two businesses officially trading as one from 10 December.

Event brands under the group include Night Noodle Markets, St George Open Air Cinema, City2Surf and Good Food Month. Nine said it will retain its commercial partnerships through several of these ongoing events.

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