What was the event?

The 2025 edition of iPX Sydney, the flagship annual event from commerce partnership marketing platform impact.com, a company that works with affiliates, influencers, content publishers, brand ambassadors and customer advocates to empower brands such as Woolworths, David Jones, Virgin Australia, Xero, Canva and New Balance to drive performance-based growth.

Where was the event?

Levels three and four at ILUMINA, in Sydney’s CBD, on Thursday, 11 September, 2025.

How many guests attended?

This was the biggest iPX Sydney yet, with more than 400 marketers, creators, agencies and publishers in attendance for a day exploring the future of partnership marketing.

The event offered a curated mix of insights, inspiration and connection, with representatives from across the partnership economy sharing real-world learnings and new ideas, and building relationships.

Who was involved in bringing the event together?

Event agency The Event Room partnered with impact.com to deliver iPX Sydney. They managed the event from concept development to onsite execution, ensuring every touchpoint reflected the brand’s values of trust, partnership and creativity.

This included developing the overall event strategy and creative theme; managing logistics, vendor coordination and budgets; designing immersive branding; and producing engaging stage content.

The Event Room transformed ILUMINA into an immersive, festival-style experience with oversized branding, a dramatic tunnel entrance and sensory styling. From interactive moments to fun activations and thoughtful touchpoints, every detail was designed to inspire connection, spark creativity, and make guests feel part of a unique and memorable experience.

What were highlights of the event?

iPX Sydney delivered a mix of entertainment, education and interactivity. ILUMINA was transformed with branding, immersive installations and sensory moments that made the day feel more like a festival than a traditional business event.

Guests entered the main stage area through a floral tunnel flanked by giant light-up “X” letters, setting the tone for a day of bold ideas and meaningful connection.

A crowd favourite was the Partnership Playground, where guests connected over nostalgic games such as oversized Connect 4, Plinko and a custom claw machine, adding a playful element to the day while reinforcing the theme of collaboration and strategy.

The Alana Maria Jewellery bracelet station had queues all day, offering guests a lasting memento of the event.

Wellness and hospitality were woven throughout the experience, with iced matcha and collagen coffee carts, Lune croissants, a Harris Farm juice and fruit bar, and a Relax & Recharge Zone with massage therapists.

Everyone walked away with curated July swag bags filled with products, treats and tech from impact.com customers and partners.

The event’s networking also had a creative twist, with cocktail making and wine tasting workshops offering fun ways to connect. A harp trio brought elegance to the networking lounge, while branded charging stations and personalised Waterdrop bottles added another touch.

What was the feedback from guests?

The feedback from attendees was overwhelmingly positive.

The event received an impressive Net Promoter Score of 9.6, underscoring the strong sense of value, connection and creativity felt throughout the day.

Some guests described iPX Sydney as “absolutely stunning” and “incredibly well organised,” with one attendee noting, “Congratulations on pulling off such a stunning event. I was absolutely blown away.”

Another guest shared: “The best industry event I have been to.”

Others praised the venue and overall experience, with one saying: “Such a great event – the location was amazing and so well organised. You’ve really lifted the bar.”

Photo at top: Bright Photography.