Australian Grand Prix Corporation appoints GainingEdge as NSW based representation


21 September 2017, Melbourne

Australian Grand Prix Corporation appoints GainingEdge as NSW based representation

GainingEdge has appointed Louise White as Business Development Manager – NSW to manage and develop this exciting new partnership with the Australian Grand Prix Corporation (AGPC). Louise brings expertise from a diverse professional background comprising of hotel, tourism and social media for events, and will focus on sponsorship, corporate sales, ticketing agencies and sports and major events on-sellers for the two world-famous AGPC events – the Formula Australian Grand Prix and the Australian Motorcycle Grand Prix.  

“Although GainingEdge first cut its teeth in destination and bureau consulting, followed by convention centre development advisory; and global in-market sales representation for convention destinations, the major events segment is not new to us”, said Gary Grimmer, CEO of GainingEdge. “We have helped established the Malaysia Major Events (MME) unit within the Malaysia Convention & Exhibition Bureau (MyCEB) to attract and support development of arts, cultural, sports, entertainment & lifestyle events to Malaysia; we have coordinated and managed Thailand’s events industry study tour to Sydney and Melbourne for two years; and last year, we worked with Sport Hosting Vancouver (SHV) to review the current SHV partnership (City of Vancouver, Tourism Vancouver, BC Place Stadium & Vancouver Convention Centre, University of Columbia) and provided recommendations for new structure, governance and operating model.”

“Having Louise join our Events team is a natural progression and which means we are now better resourced in this segment of our business. Louise has a great network of contacts cultivated over the years and she will now be working with incentive companies and corporations aligned with sponsorship opportunities. Louise has long had an interest in sports and sports events including motor sports. This is clearly evident from her passionate approach to this assignment,” added Mike Williams who will work with Louise and oversee the AGPC account.

Australian Grand Prix Corporation GM of Sales, Commercial and Marketing, is excited about the appointment of GainingEdge: “Interstate visitation to both the MotoGP and F1 Grand Prix exceeds 40% and we are focused on increasing attendance from NSW, with particular focus on major corporations. The appointment of GainingEdge is a strategic part of our long -term growth plan” Black said.

Prior to joining the GainingEdge team, Louise held business development roles with Historic Sussex Hotels, Zibrant, Hilton Sydney and Whiteclick. She is also founder of White Social media specialist which she continues to run.


About Australian Grand Prix Corporation

The Australian Grand Prix Corporation delivers two world class international motorsport events – the Australian Motorcycle Grand Prix and the Formula 1® Rolex Australian Grand Prix – events which form an integral part of Victoria’s major events strategy which promotes Melbourne and Victoria to the world. The Formula 1® Australian Grand Prix is secured in Melbourne until 2023 and the Australian Motorcycle Grand Prix in Philip Island until 2026.

The 2018 Formula 1® Rolex Australian Grand Prix ● Albert Park ● 22-25 March, 2018 (

The 2017 Michelin Australian Motorcycle Grand Prix ● Phillip Island ● 20-22 October 2017 (


GainingEdge organises GainingConnections activities at trade shows and industry events during the year, such as IMEX Frankfurt and the ICCA Congress. These consist of:

- Educational events
- Business leads exchanges

Please contact us should you wish to participate in these events or would like to know when the next activities are taking place.