Raccoon Media Group Acquires Two Trade Shows, Unveils Animal Health Division with New CEO
November 6, 2024
Raccoon Media Group, a global events and media company, has acquired PATS (Pets & Aquatics Trade Show) and BETA International, forming a new Animal Health Division as part of its growing portfolio. Heading the new division is Nicole Cooper, who joins Raccoon Media Group as CEO, Animal Health Division.
“Our vision for rapid growth continues, but we’re deeply committed to staying true to the sectors that serve passion-led communities,” said Raccoon Media Group CEO Mike Seaman. “The new Animal Health Division, under Nicole’s leadership, will allow us to expand our influence while continuing to provide meaningful experiences and services to the people and industries we care about. Nicole’s track record, industry knowledge, and enthusiasm for creating impactful events make her the perfect fit for this exciting new chapter.”
Deeper dive: Launched in 2009, PATS is a UK-based show for the pets and aquatics trade, where thousands of brands launch new products and do business over the three-day event. The existing PATS team will work closely with Raccoon Media Group, combining resources and expertise to enhance and evolve the PATS brand and experience for both exhibitors and attendees. PATS Director Gordon Thomas will continue in his role, working alongside Cooper.
What they are saying: “Joining Raccoon Media Group is a fantastic opportunity for the PATS brand and our team,” said Thomas. “Raccoon’s commitment to our industry, alongside their expertise in running successful trade shows, means we’ll be able to take PATS to the next level. I look forward to working alongside Nicole and the broader Raccoon team as we embark on this exciting journey together.”
Big picture: The second acquisition is BETA International, a UK-based equestrian and country trade fair with visitors and exhibitors from more than 25 countries. The Raccoon team will deliver its first BETA International event in September 2025 at the NEC in Birmingham, UK. This acquisition strengthens Raccoon’s position within the Equestrian market, serving both the B2B and B2C audience in the UK, according to a release.
What they are saying: “The integration of BETA International into the new Animal Health Division will enable it to continue to develop whilst attracting both new visitors and exhibitors when it returns to the NEC,” said BETA Executive Director Claire Williams. “We are looking forward to working alongside Nicole and her team to grow BETA International in the future.”
New leadership: With 30 years’ experience in the events sector, Cooper brings with her a deep understanding of strategic growth, industry trends, and operational excellence, along with a proven track record of delivering successful, high-impact events that engage and inspire passion-led communities.
What she is saying: “I am thrilled to take on the role of CEO at such a pivotal moment for the Animal Health Division,” said Cooper. “The acquisition of PATS and BETA International represents a tremendous opportunity to expand our influence and innovation in the pet care and animal health sectors. These leading platforms align with our mission to support the welfare of animals and bring together key stakeholders to drive advancements in the industry. I look forward to working with our talented teams to maximize the potential of these acquisitions and continue to shape the future of animal health.”
Looking ahead: The formation of the Animal Health Division is a strategic step for Raccoon Media Group, underscoring its commitment to expanding its influence in serving passion-led communities with deep-rooted interests. The National Equine Show, a key component of the new division, was launched three years ago and has grown in popularity and profitability during this time, and with the new acquisitions, the division will deliver even more value to professionals, enthusiasts, and businesses within the animal health ecosystem, according to the release. The next National Equine Show will be held March 1-2, 2025, at the NEC.
Partner Voices
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MGM Resorts’ commitment to supplier diversity not only enhances its business operations but also plays a crucial role in uplifting communities and fostering economic development. This approach reinforces the idea that diversity is a powerful driver of innovation and resilience, benefiting both the company and the wider community.
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