Dallas, TX — The Freeman Company (TFC), a collective of expert brands that deliver complex events at scale, today announced that three of its brands—Freeman, Sparks and 3D Exhibits—earned recognition at Event Marketer’s 2026 Ex Awards. Sparks captured top honors for Best Olympics Activation for the Michelob ULTRA Summit, produced for AB InBev.
The wins reflect the breadth of TFC’s capabilities across consumer activations, B2B events, and trade show exhibits, and the caliber of work its brands consistently deliver across each discipline.
“Winning an Ex Award means a great deal because of who does the judging: brand-side marketers who live this work and know exactly what it takes to make a live moment matter,” said Janet Dell, CEO of The Freeman Company. “Our teams showed up with the right ideas and executed with precision across three very different programs: an Olympic consumer activation, a flagship B2B conference, and a trade show exhibit. That’s the work we’re here to do.”
The Freeman Company received the following recognition:
Ex Award Winner – Best Olympics Activation: Michelob ULTRA Summit (AB InBev)
Sparks earned the top Ex Award in the Best Olympics Activation category for the Michelob ULTRA Summit—a large-scale brand experience produced for AB InBev. The activation brought Michelob ULTRA’s brand presence to life during one of the world’s most-watched sporting events, combining immersive design, live entertainment, and high-impact brand storytelling to create a moment that defined the brand’s Olympic presence.
Silver Finalist – Best B-to-B Conference or Event: Workday Rising
Freeman and Sparks earned a Silver Ex Award for Workday Rising, Workday’s annual flagship customer conference. The collaboration between two TFC brands delivered a seamless, large-scale event experience that raised the bar for B2B events, combining strategic programming, immersive environments, and flawless end-to-end production.
Silver Finalist – Best Trade Show Exhibit Over 50×50: Oshkosh at CES 2026
3D Exhibits earned a Silver Ex Award for the Oshkosh exhibit at the 2026 Consumer Electronics Show (CES). Recognized among the best in its category at one of the world’s largest technology shows, the exhibit showcased Oshkosh’s innovation through bold design, compelling brand storytelling, and a visitor experience that stood out on a show floor with thousands of competing displays.
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About The Freeman Company (TFC):
The Freeman Company (TFC) is a collective of expert brands that deliver complex events, at scale. From global trade shows to flagship events and fan activations, TFC works with leading show organizers, brands, and sports leagues to create these high stakes moments. TFC’s brands include 3D Exhibits, Alford Media, BaAM, Color Gamut, Freeman AV Production, Freeman Events & Exhibit Services, mdg, Sparks, and Studio Blue. Headquartered in Dallas, Texas. Learn more at thefreemancompany.com.