Commercial strategy for the world’s biggest events.

Belesta Advisory helps rights holders, event operators and artists decide what to sell, what to charge for it and how to sell it.

I founded Belesta in 2026 after 15 years building and pricing premium products for live events at Ticketmaster and On Location.

Background

At On Location I owned the commercial decisions for LA28 Olympic and Paralympic hospitality, the largest hospitality programme in Olympic history. That covered product architecture, pricing, channel split and sales targets. Before that I set pricing for the Paris 2024 and Milan Cortina 2026 programmes, close to a million tickets between them, and ran the Games-time sales operation at both.

At Ticketmaster I led global pricing in the year variable-priced revenue first passed $1bn, and launched the Platinum premium ticket product across 15 markets in Europe and Australasia. I’ve shaped pricing for some of the biggest events in the world including: ABBA Voyage, Elton John’s farewell tour, Bad Bunny, the Spice Girls reunion and Tyson Fury at Wembley Stadium.

What I do

• Pricing and yield strategy

• Premium and hospitality product design

• Inventory architecture and allocation

• Go-to-market and channel strategy

• Tender and RFP strategy

• Tour and artist monetisation

Who I work with

Sports rights holders, professional leagues, international federations, major-event operators, artist managers and touring artists, and investor-backed live events businesses.

How I work

I lead every engagement myself. You get recommendations grounded in sales data and market evidence, built so your team can run them after I’ve gone.

If you’re setting up a major event, tour or professional league, get in touch. thomas@belesta-advisory.com