Experience that counts

The HSM Group (Sports Marketing & Events) was founded in 1988 by Peter Hickey.

The HSM Group has a comprehensive history, specialising nationally within the realm of sports marketing, creating effective commercial partnership in sport with the professional ability to craft unique event properties with a point of difference.

Our prime focus is brand loyalty, which plays a major role in sports marketing delivering outcomes and accountabilities, a refreshing return for our client’s valued investment.

HSM Group is proficient across all traditional cross media relations, having the ability to engage suitable campaigns and promotions associated with television, radio and press , plus all the new trends and movements of social media marketing, Facebook, Instagram, Pinterest and Twitter

• Life Saving

  Medibank Wave Warriors
• Surf Boats

  Surf Rowng Australia
• Supercars Australia

  Various Racing Teams
• Cycling

  Into Cycling!
• Gala Celebrations

  100 Years of Navy
• Commemoration

  ANZAC 100 Years

• Medibank Wave Warriors

  Medibank Wave Warriors National Junior Challenge - Future Ironmen and Ironwomen, get ready to make a splash! Medibank Wave Warriors is a fun and social Surf lifesaving challenge for Nippers (U9s to U15s), designed to get young athletes involved in an iconic Australian sport.

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• Created by Ironman champion Zane Holmes, and Peter Hickey (HSM Group) the award-winning event is renowned for its positive and welcoming atmosphere. The focus is on encouraging everyone to get out there and do their best – teaching kids to work together, challenge themselves and celebrate all levels of success. The event is a unique beach spectacular for junior lifesavers touring across 4 States (QLD / WA / SA / NSW) pushing their personal best and beyond in an exciting head to head competition.

  The Wave Warriors philosophy is ... 'all who attend are winners, but those who win are champions!'

  Visit Wave Warriors

• Surf Rowing Australia

  The sport of Surf Boat Rowing is now at an elite level, with the creation of Ocean Thunder Pro Surf Boat Challenge, an event specifically designed for both national and international television audiences (televised to over 32 countries).

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• Through this extensive coverage we now see the sport being embraced by the vast still water rowing fraternity throughout Europe who are looking to take their rowing expertise to an extreme level of excitement. We now have over 9 countries participating in this new surf sport phenomenon called “Surf Rowing”.

  HSM Group looks to expand key events around Australia to market and manage under one property brand “Surf Rowing Australia”

  Surf Rowing Australia

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• • Supercars Australia

    HSM Group has become a respected name in the commercial partnership business for key Supercar Race Teams, currently aligned and on track with the TEKNO Group an Australian family business led by Jonathon Webb a champion driver in his own right, and TEKNO’s full time champion driver Will Davison, combination backed by the knowledge and experience that comes from 35 years of involvement in racing and motorsport.

    Winning culture is all-important and the team is comprised of industry leading engineers and mechanics whose combined skills are driving the team to the top ranks of the sport

    Supercars Official

• 100 Years of Navy

  On Saturday 5th October 2013, the HSM Group secured Fort Denison, one of Australia's most iconic landmarks to celebrate Australia's most historical Naval events, the "Royal Australian Navy's International Fleet Review", and "100 Years of Navy".

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• HSM Group created an unforgettable evening "A Once in a Lifetime Gala Dinner" on Fort Denison, Sydney's "Jewel in the Crown" for 100 guests to witness the most spectacular fireworks and lighting show that the world has ever seen, with over 40 battleships and 19 tall ships from around the world, and surrounded by over 2 millions people along the foreshores of Sydney

• ANZAC 100 Years Remembrance Ceremony 2015

  HSM Group partnered with South Curl Curl SLSC and Turkish household appliances Beko to help commemorate the 100 years since the Gallipoli landings. .

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• 100 surfboats simulated the Gallipoli landings at Collaroy Beach on ANZAC Day 2015 “100 years – 100 boats”. At sun rise over on ANZAC Cove in Gallipoli for their Dawn Service, here in Australia it was approximately 12:00pm, our landing of 100 Surf Boats took place to align with the Dawn Service in Gallipoli.

  As a symbolic gesture, 100 schools prepared ‘wreaths’ which were presented to a representative from each Surf Boat Crew on landing. As an exchange of goodwill and understanding, crews presented 100 Lone Pine Tree seedlings/saplings, originating from the original Lone Pines of Gallipoli, to the participating schools.

• Get in touch ...

  Peter Hickey - Director

  peter@hsmgroup.com.au
  p: Peter Hickey: 0418 730 100

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