FUEL joins 27Names, Europe’s live agency network
New research shows rising budgets and widening KPI gaps across Europe, signalling a growing demand for strategic experience leadership, with FUEL positioned to lead on effectiveness and return on investment
Print26 February 2026
FUEL, Ireland’s leading experience and entertainment group, has been officially announced as the Irish member of 27Names, Europe’s largest and most established network of independent live experience agencies.
The collective brings together 27 agencies across 27 European countries, representing more than 1,200 specialists in experiential marketing, brand experience, and live communications.
Jamie Deasy
Speaking about the appointment, Jamie Deasy, co-founder and managing director at FUEL, comments “Becoming the Irish member of 27Names is an incredibly proud moment for FUEL.
“This network represents the very best independent live‑experience agencies in Europe, agencies who share our belief in creativity, craft, and the power of live experiences to move people.
“As FUEL continues to grow, joining 27Names is both a recognition of the work we’ve done and an exciting step toward the work we will create together with exceptional partners across 27 countries.”
This exclusive Irish appointment comes at a pivotal moment for the European experience industry.
The newly published European Experience Index shows a sector evolving at pace, with 40% of clients increasing their budgets and placing greater emphasis on effectiveness and return on investment.
At the same time, the report highlights a major opportunity for agencies, as 48% of clients have no KPIs in place or are only beginning to define them.
Deasy continues, reflecting on the recent report “This is an incredibly exciting time for FUEL to join 27Names.
“The European Experience Index shows a sector full of momentum, with clients investing more and seeking deeper impact from their experiences.
“The fact that so many organisations are only beginning to define KPIs highlights a clear industry need, one that FUEL is perfectly placed to address by guiding clients through that journey and leading on measurement, strategy, and extended value creation.
“One of our strengths has always been combining creativity with strategic clarity, and our membership in 27Names amplifies that even further, bringing together our expertise with the shared insight and innovation of Europe’s top independent agencies.”
As Ireland’s leading experience and entertainment group, delivering more than 600 events across 20 countries last year and producing major Irish festivals including WellFest, Kaleidoscope and Beyond The Pale, FUEL brings deep expertise in brand and employee experience, content creation and events and festivals at scale to the Europe-wide network.
This milestone follows a period of significant success and growth for FUEL.
In recent months, the Dublin headquartered agency was named a double winner at the European Agency Awards, taking home Gold for Experiential Agency of the Year, and was also recognised by Eventex as Ireland’s number one agency.
FUEL has continued to expand its content and studio output while delivering major international projects for clients such as Coca‑Cola, Airbnb, Meta, PayPal, Google, and Universal Music Group.
Read more: Mike Raven appointed sales director of Coca-Cola HBC Ireland and Northern Ireland
© 2026, ShelfLife by Ryan Brennan
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