gfu and Clarion Events have reached an agreement with Messe Berlin for IFA to remain at the Berlin exhibition grounds for the next 10 years.

The event will now be the responsibility of IFA Management GmbH – a new joint venture founded by gfu together with Clarion Events.

Under the new partnership, IFA plans to build on its success by expanding its digital offering and the IFA Next brand to add more start-ups and products to the event.

gfu managing director, Sara Warneke said, “I am delighted that IFA is staying in Berlin. Messe Berlin’s expertise in staging a show of this size and the potential offered by the new IFA Management will be crucial in maintaining IFA’s success in the years to come.”

Clarion Events CEO, Lisa Hannant added: “We are extremely excited to be entering into this partnership and are fully committed to ensuring its ongoing success. Clarion’s partnership with IFA, the gfu, and Messe Berlin comes at the perfect moment in IFA’s story. This new joint venture brings with it investment to deliver new features, more inspiration and new engagement that will bring more business to Berlin and more business to our customers.”

Clarion is investing in the management of IFA and its team to create a new dynamic and digital culture. Oliver Merlin, who brings many years of experience managing large-scale events, will lead the IFA team and establish a new office in Berlin to help spearhead new initiatives.

Clarion non-executive director, Simon Kimble and Clarion EMEA managing director, Chris Gallon, also join the JV’s management board, bringing years of experience to work with the gfu and its key customers to help the event achieve its full potential in live and digital formats.

Commenting on the decision, Messe Berlin CEO, Martin Ecknig said, “IFA has its origins in Berlin, where it was first held as the Funkausstellung in 1924. We are pleased that IFA stays here for another 10 years. As one of the Berlin’s leading trade fairs, IFA provides an important economic impetus for Berlin in its role as a trade fair venue, both at a national and international level. On the basis of the newly established partnership IFA Berlin can look forward to continued success in the future.”

IFA made a full scale come back in September 2022 with over 161,000 attendees visiting the event over five days. Over half of the events floor plan has been reserved for next year’s show.

IMAGE: Signing of the contract: Messe Berlin GmbH CEO, Martin Ecknig, Senator for Economy, Energy and Enterprise, Stephan Schwarz, gfu managing director, Dr. Sara Warneke, Governing Mayor of Berlin, Franziska Giffey and Clarion Events CEO, Lisa Hannant.