Aside from matters of family, love, and religion, little else raises more passion on a global scale than sport. They stand as the ultimate uniter and divider in the realm of entertainment. With Summer 2024 poised to deliver one of the biggest sporting calendars in recent years, featuring the Olympics in Paris, the Euros in Germany and Champions League in London, a new era of marketing approaches. To examine the meteoric rise of live fan experiences, and what to expect from sports marketing in 2024, IPM sits down with its latest member, C-Screens, the largest provider of Out-Of-Home Screens in the UK. C-Screens will be bringing multiple pop-up screening events, showing live premium sports all day, from iconic bustling city centres through to high end shopping districts such as Covent Garden. Equipped with large state of the art high-definition LED screens and multiple unique activation spaces, C-Screens offers ready-made sporting havens, heralding the future of live fan experiences. But first, let’s remind ourselves why 2024 is so special for sports. 

Summer of Sports 2024

• 2023 set a precedent for the UK, with major sporting events injecting a remarkable £373 million into the national economy, as researched by UK Sport.

• This figure is set to soar with the Guardian heralding this summer 2024 as “one for the ages”, referring to the extraordinary line-up of sporting events.

• The Olympics are set for Paris, with the Champions League final in London. Dublin will host the Europa League Final, and England is a strong contender in the European Championship. The year features two T20 World Cups, The Open Championship, Tour de France, Wimbledon, and the British Grand Prix, among other major events.

• This pivotal moment in sports is also a turning point for marketing. The industry is poised to revolutionise how fans experience, enjoy, and engage with sports.

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With this high concentration of major sporting events, fan experiences are expected to reach peak interest during the summer period. Originally designed to extend the live sports experience beyond the stadium to a wider audience, fan zones emerged in the early 2000s around major football tournaments. These unique brand experiences have since become more than just places to watch sports. They are now immersive hubs of excitement, “bringing the party to the people,” as described by the Paris 2024 sports minister, Amelie Oudea-Castera. By combining the power of the big screen alongside a brand activation can provide a valuable addition to immersive experiences. C-Screens partnership with Multiplay attracted bigger than ever audiences with its free, outdoor live gaming event that featured a knockout style football tournament on the giant screens, streamed simultaneously across multiple locations.

“Today, sports is all about the experience. It’s not just watching a game but feeling part of it, no matter where you are. This evolution has opened up new avenues for engaging with content and creating moments that bring fans together.”

Robert Hicks, CEO, C-Screens

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C-Screens as a modern outdoor broadcaster has a clear goal to entertain consumers and can help brands and agencies facilitate a wide range of brand engagement activations and lifestyle content, as well as offering opportunities with on-site retailing. The effectiveness of these captivating environments stems from the extended dwell time of audiences engrossed in the action on the big screens, providing an optimal setting for impactful and emotionally charged consumer interactions.

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Enlivening Spaces, Engaging Minds

With key sporting milestones compressed between May and September this Summer, live-screening experiences are one of the hottest trends in marketing right now. C-Screens stands at the forefront of this movement, providing solutions for official sport sponsors as well as catering for those who are just dipping their toes into the world of sport to engage in new and creative ways with a sport loving audience. As the latest addition to the IPM Community, C-Screens extends a warm invitation to fellow IPM members to help support their promotional and brand experiences this sporting season. If you’re interested in exploring what’s possible, please get in touch with hello@c-screens.com

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The UK’s number one experiential marketing agency, N2O, worked with Red Bull on an adrenaline-fuelled Pit Stop Challenge experience in the run up to the British Grand Prix.

Challenging customers at Tesco to change the tyres on an F1 car (yes, a real one!), the activation pits people against each other in a time trial to see who can reign supreme.

Competitors who battle it out with their teammate were in with a chance of winning a range of brand experiences including a Red Bull Racing HQ experience for two, athlete-signed merchandise and more.

Clare James, Chief Operating Officer at N2O, said: “This experience is the perfect way to count down to the British Grand Prix and it’s been a really exciting one to bring to life!”

The activation was live at 20 Tesco store car parks across the UK, ending on 18 July. Customers could view the leaderboard and see when the experience was coming to a nearby store at www.redbull.co.uk/tescopitstop

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Bridgestone UK, a worldwide partner of the Olympic Games Tokyo 2020, today, announced its Bridgestone Olympic Games Experience roadshow across the UK. Taking place between the 5^th-12^th August the experience hopes to mark the success of Team GB by continuing the Olympic Games celebrations beyond Tokyo 2020.

The immersive Olympic Games experience will provide fans with the opportunity to test their skills against Olympians. The experiential event is part of its Chase Your Dream, No Matter What campaign, set to inspire people to overcome obstacles and persevere in pursuit of their goals.

The roadshow will take place in London (Westfield, Shepherds Bush) between the 5^th– 6^th August as part of the Official Team GB Fan Zone, Birmingham (The Bull Ring) for the 8^th-9^th August, and Manchester (Piccadilly Gardens) on the 11^th-12^thAugust, with COVID protocols followed to ensure visitors and guests can enjoy the day in a safe setting. The activation will be held in a converted Bridgestone Olympic Games Experience themed truck, hosting five Olympic themed challenges. Alongside the truck, an eye-catching I Love Tokyo sign created with Bridgestone tyres, will create the perfect backdrop to celebrate Team GB’s success.

Participants will be encouraged to adopt an athlete mindset to accomplish their dreams and will test themselves against Bridgestone Olympic Games ambassadors to see if they have what it takes. This includes a step challenge to match a personal best set by two-time bronze medalist and French sprinter, Christophe Lemaitre and a reflex test against Britain’s taekwondo athlete and Olympic Games medalist, Lutalo Muhammad. No guests will leave empty handed, as visitors will receive Japanese Calligraphy embodying their life goals as a reminder to overcome hurdles and continue their journey.

Bridgestone UK spokesperson, Andy Mathias, Marketing Manager, said: “As a Worldwide Olympic Partner we support a number of Olympic Games Ambassadors and have come to learn of the motivation and mindset required to Chase Your Dream, No Matter What.

With Olympic themed challenges set by our ambassadors, we hope to create an enjoyable experience that gives visitors a glimpse of this and motivates them to chase their own dream, no matter what.”

To find out more about Bridgestone’s ‘Chase Your Dream, No Matter What’ campaign, please visit, https://bridgestone.co.uk/olympics.

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Birds Eye Green Cuisine is revealing a new integrated campaign to support its role as the official plant-based sponsor of Team GB for the upcoming Tokyo Olympic Games. The push was developed in partnership with creative agency ELVIS.

To promote its first sponsorship of this size, Birds Eye selected its digital and social agency of record ELVIS as the lead creative agency for the partnership. Green Cuisine has worked with the agency to develop a sponsorship platform in order to boost brand awareness and drive sales amongst flexitarian families, with a focus on its taste credentials.

“Powered by Plants – proud to power Team GB” aims to bring Green Cuisine’s “Plant Power” proposition to life by combining imagery of Team GB athletes with exaggerated Manga-inspired illustrations to highlight their movement, in a nod to the Tokyo location of this year’s Olympic Games.

Running across OOH and social channels including Facebook, Instagram and TikTok, the push features impactful action shots of Team GB’s athletes, including Max Whitlock, Cheavon Clarke and Laviai Nielsen, with Manga-style illustrations amplifying their ‘plant power’. Using a bold art directional style, the campaign showcases the athletes propelled from a Manga-style plant-powered world into their kitchens, where they cook and enjoy Green Cuisine meals.

This activity is supported by a series of online recipes inspired by Tokyo 2020, featuring Japanese meals made with Green Cuisine, along with shopper marketing, PR, and an always-on reactive social strategy. ELVIS also developed the storyboard and voiceover for an updated version of an existing Green Cuisine TV spot as part of the campaign, with editing and playout managed by Hogarth.

Media planning and buying for the campaign is by Zenith, talent management is by Publicis Sport, PR is by Cirkle and shopper activity is by Juice.

Sarah Koppens, Marketing Director, Birds Eye, said: “We are hugely proud that Green Cuisine is the plant-based sponsor at this year’s Olympic Games. Partnering with ELVIS, we have created a dynamic, exciting campaign to celebrate the sponsorship and demonstrate that our products are packed full of powerful nutritional good stuff, giving athletes, and normal people like you and me, plant power. If it’s good enough for Team GB, it’s good enough for families across the nation!”

Rob Griffiths, Creative Director, ELVIS, added: “With so much noise around the Olympic Games, we wanted to create something out-of-the-ordinary to support Green Cuisine’s sponsorship of Team GB. Taking Tokyo as our inspiration, we’ve developed a brave and bold creative platform which positions the brand as a challenger, creating real stand-out for our audience of flexitarians.”

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Tough Mudder Inc., the leading sports, active lifestyle and media brand, has today announced that BrewDog will be the official finisher drink partner for the 2019 Tough Mudder UK event season. The partnership will reward Tough Mudder Classic, 5K & 5K Urban participants who cross the finish line with a cold Punk IPA, rewarding hundreds of thousands of Tough Mudder runners across the UK. BrewDog’s Punk IPA will be available from the first Tough Mudder 5K Urban event of 2019, taking place at Finsbury Park on the 12^th & 13^th April and throughout the season. This will be the 3rd year that BrewDog has activated with Tough Mudder, expanding on their previous partnership year on year.

“It’s fantastic to be working with BrewDog to deliver a cold, fresh Punk IPA to every Tough Mudder finisher this year’, said Mark Read, Commercial Director for Europe. “As two original challenger brands, we are excited to be collaborating to deliver a truly unique partnership offering. We are delighted to continue our longstanding partnership and to further enhance the BrewDog brand within the Tough Mudder tribe.”

James Watt, Co-Founder at BrewDog commented: “Expanding on our partnership with Tough Mudder is a no-brainer – since we started offering BrewDog beer at their events in 2017 we’ve been inundated with requests for us to become the official finisher drink. Participants know how important it is to celebrate an achievement like finishing a Tough Mudder event with a cold, fresh craft beer, and what better beer than Punk IPA?”

As well as handing out Punk IPA to finishers, BrewDog will be capturing participants for their official finish line photo as the official finisher photo activation. The partnership further demonstrates the continued pulling power of Tough Mudder, which counts Snickers, Lucozade Sport and Toyo Tires as just some of its key sponsors.

The deal comes as Tough Mudder, the leading active lifestyle brand and endurance events company, continues to diversify event offerings, content, and its partnership portfolio in the UK. This includes the recent arrival of Tough Mudder 5K to the weekend events across the UK, complementing the upgraded Tough Mudder 5K Urban.

The Urban 5K series enters its second year with the first of the city-based events taking place in Finsbury Park, London on both Friday night 12th and Saturday 13th April. On Friday, the Tough Mudder Up Late event is expected to draw in after-work crowds and create a buzzing atmosphere. All 2019 events will feature street food, a bar, live DJs and more, all to add to the perfect after-run celebration that now starts with a cold Punk IPA.

To purchase tickets to the Tough Mudder 5K or for more information on the Tough Mudder-BrewDog partnership, visit http://www.toughmudder.co.uk/.

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Premier Foods, manufacturers of Cadbury Mini Rolls have launched an on-pack promotion to leverage Cadbury’s sponsorship of the Premier League.

The campaign gives customers the chance to win ‘The best seat in the house’ – offering VIP hospitality Premier League tickets to a Premier League 2019/2020 season match of their choice*, as well as other desirable prizes such as gift vouchers to gigs, meals and movies.

The idea developed by creative agency BD Network, aims to target a mass audience with a variety of compelling prizes, whilst ensuring the Premier League football theme is still the hero, and Cadbury FC is at the heart of the concept.

To enter, consumers will need to buy promotional pack of Cadbury Mini Rolls Milk Chocolate or Raspberry, enter their unique code from the pack at www.cadburycompetition.com to instantly find out if they are a winner. Winners and prizes are selected randomly via a computer algorithm and there are 100 prizes available to win, including 10 x pairs of Premier League hospitality tickets with lounge access. A free entry route is available for consumers in Northern Ireland and Republic of Ireland.

The promotion is live and will close on 10^th April 2019.

*Premier League matches are subject to availability.

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CSM Live has designed, produced and is managing a two-tier fanzone, with bars and rugby challenges, for British Airways at Twickenham. It will help to celebrate their 100-year anniversary and ramp up the excitement and enjoyment around England’s home games.

Last Sunday saw England return to Twickenham with a convincing 44-8 win over France in the Guinness Six Nations, following another bonus point win over Ireland in their first fixture of the tournament.

Celebrating their centenary milestone, and as the Principal Partner to Twickenham Stadium and the Official Airline Partner to England Rugby, British Airways entertained thousands of fans of all ages before and after the game. The fanzone activation has two challenges for fans to test their rugby skills and have a chance to win some notable prizes – including free BA flights, match tickets and signed memorabilia.

Additionally, there are two branded lounges, the Avios Lounge, which all fans are welcome to visit, and the BA Lounge, offering an exclusive area for British Airways Gold and Silver members to enjoy a complimentary drink and a view of the West Fan Village.

The British Airways fanzone activation will be live at all of England’s home games including 9th March – England v Italy and 16th March – England v Scotland, and fans are encouraged to share their experiences with the hashtag #BAGameDayLive.

Paul Hicks, Director of Experiential and Events at CSM Live, said “We’re delighted to be helping British Airways engage with their audience in a very real, relevant and entertaining way. Working with their team to land at the right creative direction and seeing it brought to life has been great.”

Mitch Caputo, British Airways’ Global Partnership Portfolio Manager from British Airways, stated “The fanzone looked amazing and we were thrilled to welcome everyone aboard on Sunday. CSM Live have done a great job and we can’t wait for the next two games.”

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Global partnerships and activation agency Wasserman will work with the ATP to transform The O2 in London into the biggest indoor tennis tournament in the world for November’s Nitto ATP Finals. This will be the tenth year that Wasserman has worked with the ATP on the tournament in London.

Wasserman’s remit is to manage the in-bowl experience from concept to onsite delivery, managing the pre-match player choreography, special effects, breaks in play, audio and screen content for the daily matches, live shows, and final presentation ceremonies.

Fans will be entertained with pre-match shows complete with special effects, lighting, projections, player introductions, bespoke video content and interactive social media activities. The show continues throughout the match with the aim of providing constant excitement, interaction and thrills for the fans from start to finish, whilst supporting and complementing the action that is taking place on court.

This year will see the 2.5 millionth fan attend the event, and will feature a host of activities to celebrate the tenth anniversary of the tournament taking place in London.

The O2 event follows hot on the heels of Wasserman’s work at the award-winning Next Gen ATP Finals in Milan– an innovative event which features maximum fast-paced action and four game sets where line judges are replaced with Hawk-Eye Live technology.

The 2018 Nitto ATP Finals event, which runs at The O2 from 11^th to 18th November, sees 30 matches between the world’s best eight qualified men’s singles players and doubles teams, in a unique round-robin knockout format.

Adam Hogg, Event Director at the ATP, says: “For ten years, we have transformed The O2 into one of the most exciting and entertaining sporting arenas in the world. Wasserman’s work is crucial in helping us to bring this event to life, and the team has been pivotal in helping to create a tournament which is unlike any other in the tennis calendar.”

Cris Cicirello, joint managing director at Wasserman, adds: “This is the tenth year that the team from Wasserman have been lucky enough to work with the ATP in London, and in that time, the tournament has continued to deliver, giving fans the ultimate indoor tennis experience – from the gladiatorial battles to the truly heroic displays of athleticism. It’s the perfect finale to a great year of tennis and we cannot wait for the tournament to get underway!”

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To tie in with the Cadbury sponsorship of the Premier League, creators of the Cadbury ice cream, Froneri, has launched an offer across new limited-edition packs of indulgent sticks in a bid to bring excitement to the category outside of traditional ice cream season.

It aims to reinforce Cadbury ice cream’s family positioning, involves giving away free packs of Match Attax cards in 1.9million boxes of Cadbury indulgent sticks. The Match Attax cards can be found in packs of Cadbury Dairy Milk, Cadbury Crunchie Blast and Cadbury Dairy Milk Caramel sticks.

Match Attax is the official trading card game of the Premier League, developed by Topps, that is loved by children across the UK. Topps has been producing trading cards since the 1950’s and now manufactures collectable cards across the world.

The packs will be available throughout October ahead of half term, providing parents with something to keep the kids entertained while they’re off school and the children with something to collect, play and enjoy with their friends.

Speaking about the on-pack offer, Helen Sharp, Brand Manager at Froneri said: “Cadbury plays a unique role in ice cream due to the brands appeal to the family audience and the role it plays in the family dinner occasion, which is the largest occasion within the total ice cream market, accounting for 29.9% of ice cream eating occasions.

“We wanted to build on this positioning with our promotion by connecting with parents at a key time and adding value to their purchase.”

The activity will be supported with a digital and in-store marketing campaign, that will create excitement around the activation.

To raise overall awareness of the Cadbury brand in ice cream and encourage trial, Froneri has undertaken some of its biggest above the line advertising campaigns this year, supporting Cadbury ice cream with over £1m and reaching over 34 million people.

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Matt Henkes, Profile Manager at Bray Leino, commented: “This was an unmissable opportunity to help promote #2MinuteBeachClean in a fun and memorable way. Our office is in North Devon, a short drive from many of the UK’s best beaches. So for us, the issue of ocean and beach plastic pollution is one that’s close to our hearts.”

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