HSM Group

The HSM Group (Peter Hickey Sports Marketing & Events) focuses on sports sponsorship, marketing, event management, personal management, and consulting

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

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  • 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
  • Peter Hickey
    • 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
  • Into Cycling!

    Cycling as a sport and recreational activity, has enjoyed an explosive growth over the last decade, and as more people take up riding and their ability improves, they seek out more challenging and alternate cycling experiences the HSM Group has created event partnerships to further the exciting evolution of cycling within the community.

    • • 2012-2014 HSM Group created Gold Coast Festival of Cycling in partnership with Robbie McEwen - Australian Cycling Champion and triple winner of the Tour de France’s Green Jersey -Sprinters classification. Gold Coast local Robbie - designed 3 extraordinary courses - Robbie McEwen Gran Fondo 117km, Piccolo Fondo 50km and Tourist Ride 25km

      • 2016 HSM Group collaborated with event partners to establish the inaugural Oceanway Ride lead by Event Ambassador Phil Liggett. Focusing on a Gold Coast community cycling experience with emphasis on families - producing a combination of a family fun day out while providing cycling enthusiasts a challenging 42km adventure ride by the sea with the backdrop of Gold Coast’s iconic beaches.

  • Into Cycling!
  • 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.