The HSM Group (Hickey Sports Marketing) was founded by Peter Hickey. Peter has over 25 years of expertise in advertising, sales and marketing. The business today focuses on sports sponsorship, marketing, event management, personal management, and consulting.

The company started in Sports Management in securing major sponsorships and commercial properties for Surf Life Saving’s World & National Iron Man Champion Trevor Hendy, then quickly expanded the portfolio to other national sporting celebrities, like Wally Lewis (Rugby League) Craig McDermott ( Cricket) Hayley Lewis (Swimming) Guy Leech ( Iron Man) and currently we have the management rights to Australia’s most capped Ironman Champion Zane Holmes, and young Pierce Leonard, 2007 and 2009 Australian Ironman Champion

The HSM Group is an industry leader in the development of Surf Lifesaving Australia’s iconic sport of Surf Boat Rowing; HSM is now conducting events across all states with major international events scheduled for Europe. HSM Group created and owns Ocean Thunder Pro Surf Boat Series, a television event that is produced here in Australia with the program now exported to over 32 countries.

HSM Group has now entered the cycling arena with Jack Borbridge; a home grown Australian talent who is delivering outstanding results at the highest level - a future World & Olympic Champion.

Major events credited to HSM Group are the Legends of League (NRL) and E J Whitten (AFL) for the Nine Network, World Surf Boat Championships in USA / Italy / France, Australian Safari - World Cup Launch (Conrad Jupiters), annual Australian Surf Rowers League Open Championship events & Golden Blades Awards Conventions and the annual V8 Supercar Drivers Lunch (Indy).