Henrik Berndtson Named Head of Nordics at AEG Ticketing Division AXS

Why It Matters

Local leadership accelerates AXS’s market penetration in a fast‑growing Nordic live‑entertainment sector, strengthening its competitive stance against incumbents like Ticketmaster.

Key Takeaways

• Henrik Berndtson leads AXS Nordic operations.
• AXS aims European expansion with local leadership.
• Joint ventures in Japan and Singapore strengthen global footprint.
• Legal action targets ticket fraud, protecting brand integrity.
• Experienced executives bolster AXS competitive positioning.

Pulse Analysis

The Nordics represent one of the most dynamic live‑entertainment markets in Europe, driven by high disposable incomes and a strong festival culture. By installing Henrik Berndtson—who has deep ties to regional venues and media—AXS gains insider knowledge that can translate into faster ticket‑sale cycles and more tailored partnerships. This localized approach mirrors a broader industry shift where global ticketing platforms prioritize regional expertise to navigate regulatory nuances and consumer preferences, thereby reducing friction and enhancing brand loyalty.

AXS’s recent strategic moves illustrate a multi‑pronged expansion playbook. The joint venture with Japan’s Lawson Entertainment and the acquisition of a majority stake in Singapore’s SISTIC extend its geographic reach while diversifying revenue streams. Coupled with the appointment of Peter Quinlan and Hannah Rouch to European leadership roles, AXS is positioning itself as a credible alternative to Ticketmaster, leveraging technology and partner‑led models to capture market share across disparate regions. These initiatives also signal confidence in cross‑border synergies, where data insights from one market can inform product enhancements in another.

Industry‑wide, ticket fraud remains a persistent threat that erodes consumer trust. AXS’s lawsuit against SecureMyPass.com underscores a proactive stance on protecting its ecosystem, a move likely to resonate with artists and venues wary of counterfeit tickets. Under Berndtson’s guidance, AXS can integrate advanced verification tools and strengthen relationships with local promoters, mitigating fraud risk while delivering seamless experiences. As live events rebound post‑pandemic, the combination of seasoned regional leadership and robust anti‑fraud measures positions AXS to capture sustained growth in the Nordics and beyond.

Henrik Berndtson named Head of Nordics at AEG ticketing division AXS

February 17 2026 · by James Hanley

AEG ticketing subsidiary AXS has strengthened its regional leadership with the appointment of Henrik Berndtson as Head of the Nordics, as it continues to expand across Europe and other global markets.

Based in Stockholm, Sweden, Berndtson will oversee AXS’s operations across the Nordics, supporting the company’s broader European strategy through close collaboration with international teams and local partners.

AXS says his appointment reflects the firm’s “approach of pairing global scale with experienced regional leadership to support long‑term growth”.

“Henrik’s deep understanding of the live entertainment ecosystem and the Nordic market will be instrumental as we continue to strengthen our presence in the region.”

— Blaine Legere, President of International at AXS

Speaking about the move, Blaine Legere added:

“As AXS continues to expand its international footprint, strong local leadership is essential to delivering consistent, high‑quality experiences for our clients and partners.

Henrik’s deep understanding of the live entertainment ecosystem and the Nordic market will be instrumental as we continue to strengthen our presence in the region.”

“My focus will be on strengthening our regional operations and working closely with clients to support sustainable, long‑term success.”

— Henrik Berndtson, AXS

Berndtson has previously held senior leadership roles at Värmeverket Studios, All Things Live, TV4 Group, and Stockholm Globe Arenas/AEG.

“I’m excited to join AXS and take on this role at a time when live entertainment across the Nordics is expanding in scale and complexity,” said Berndtson. “AXS has built a strong reputation globally for combining innovative technology with a partner‑led approach. My focus will be on strengthening our regional operations and working closely with clients to support sustainable, long‑term success.”

Berndtson will report to Peter Quinlan, Managing Director of Europe, supporting AXS’s broader global strategy while maintaining a strong local focus.

Former Ticketmaster executive Quinlan recently joined AXS alongside VP, Marketing, Europe, Hannah Rouch, with both newly‑created roles forming part of the company’s expansion across Europe.

AXS also established a joint venture with Japanese entertainment and ticketing company Lawson Entertainment in October 2025 to grow its presence in Japan, just weeks after agreeing to take a majority stake in Singapore‑based ticketing platform SISTIC as part of a new strategic partnership.

---

Elsewhere at AXS, last month the company sued a website called SecureMyPass.com, alleging that it helps ticket brokers “spoof” online tickets to create counterfeit tickets that have left concertgoers stranded at venue doors. The complaint, filed in Los Angeles federal court on January 13, accuses the New Jersey‑based website of trademark counterfeiting and infringement, unfair competition, and breach of contract.