Airport Partners, a specialist in regional airport advertising, has successfully acquired Eye UK from Australian TV broadcaster Ten Network Holdings Limited. This acquisition makes Airport Partners the largest airport advertising company in the UK, representing 30 airports and reaching over 100 million passengers annually.
Expanding Reach and Influence
Eye UK, established in 2006, initially entered the UK market through a contract with the Manchester Airport Group, managing advertising for Manchester, East Midlands, and Bournemouth airports. Since then, the company has significantly expanded its portfolio, securing exclusive rights at major airports including London Gatwick, Stansted, and Belfast International.
On the other hand, Airport Partners, also founded in 2006 by Andrew Walker—who previously sold Adbus Transport Advertising’s bus division—began by representing just two regional airports: Leeds Bradford and Newcastle. Over the past six years, the company has steadily increased its presence, adding more than 20 airports to its portfolio, including Bristol, Exeter, Inverness, Dundee, Liverpool, Southampton, Blackpool, and City of Derry.
A Strategic Merger for Greater Market Presence
Andrew Walker, CEO of Airport Partners, highlighted the synergy between the two companies, emphasizing that the relationship resembles a merger rather than a traditional acquisition. “Eye has an excellent reputation, innovative ‘state of the art’ products, and, importantly, a really great team,” Walker commented. “The combination of our two companies will create a distinctly different and commanding player within the airport advertising world.”
Both companies bring unique strengths to the table. Eye UK has established a robust London and national presence, strong digital capabilities, and an in-house marketing team, while Airport Partners has excelled in regional sales and customer-focused service, demonstrating steady growth even during challenging economic times. This complementary partnership aims to drive significant benefits for the airports they represent and the brands looking to reach high-value audiences.
Short-Term Integration and Future Plans
For the next six months, Airport Partners and Eye UK will operate separately. Post-integration, the companies will merge under a unified brand, strategically aligning their sales operations to optimize both regional and national advertising opportunities. This move, according to Walker, will enable them to deliver superior value to airports and advertisers alike.
“Airport advertising is a unique and valuable medium as it delivers a captive audience with substantial dwell time and creates a customer that is receptive to messaging and has a desire to spend,” Walker explained. “Airport retail spend surpasses that of the high street, and with air traffic expected to double in the next 20 years, we are in a prime position to capitalize on this growth.”
Strengthening the Leadership Team
The new entity will be led by Andrew Walker as CEO, supported by two senior directors who bring a wealth of experience and expertise:
- Sarah Parkes has been appointed Managing Director. Previously Executive VP and General Manager of Eye UK, Sarah also served as Group Managing Director at CDS Global for 20 years. Walker praised her vision and leadership, stating, “Sarah has the ability and dedication required to take our amalgamated company to significant growth.” Parkes added, “We are thrilled to be affiliating with such a complementary partner. It is an exciting era for airport advertising, and our ongoing investment in both talent and technology will ensure we continue to meet the ever-evolving demands of the consumer.”
- Mike Brennan will assume the role of Group Commercial Director. Brennan has extensive experience in the Out of Home industry, previously serving as Regional Sales Director at CBS and holding senior positions at JC Decaux. Walker noted, “Mike’s energy and knowledge of increasing sales is first-rate, and he is well respected in the industry.” Brennan commented, “There are a number of really exciting opportunities within the advertising and promotions world at airports, and the airport market supports and delivers on key metrics such as audience, demographic, and growth potential.”
Positioned for Future Growth
This merger positions Airport Partners as a leader in the UK’s airport advertising sector, enhancing its ability to engage high-value passengers through a diverse mix of digital and traditional media platforms. With their expanded portfolio, technological advancements, and strengthened leadership team, the newly formed entity is set to redefine the future of airport advertising, providing innovative solutions for brands seeking to capture the attention of a dynamic and affluent audience.
