Major sporting tournaments offer brands something few other marketing opportunities can: access to highly engaged audiences united by a shared passion.
The brands that generate the greatest return from major tournaments run activations that engage audiences before, during and after the event, turning spectators into participants and building lasting connections with their brand.
There is a lot to be learnt from the brands activating around major sporting tournaments. The question is, how can you apply those lessons to create a successful activation of your own?
Build stronger connections through fan engagement
Brands are increasingly creating experiences beyond the stadium in the run up to these big events, as well as during the events themselves to create greater fan engagement.
Ahead of the UEFA Champions League Final, bet365 brought back its Big Ticket Giveaway campaign. Set against the backdrop of Wembley Stadium’s iconic arch, the activation invited guests to take part in a Champions League-themed quiz for the chance to win four tickets to the final in Budapest.
At Wimbledon, American Express created multiple opportunities for visitors to engage with the brand throughout the tournament. The Card Member Lounge offered exclusive experiences and personalised merchandise through a collaboration with Ralph Lauren, while the Fan Experience Zone featured interactive games and activities designed to encourage participation.
Compare the Market used a combination of mascots, branded giveaways and fan-facing interactions to engage spectators from the moment they arrived for The Hundred cricket league matches. Our team helped bring the activation to life by welcoming fans, distributing merchandise and creating engaging touchpoints throughout stadium concourses. By meeting fans where they were and encouraging interaction at multiple stages, this activation ensured the brand remained visible throughout the tournament.
The most successful fan engagement activations don’t interrupt the event experience, they enhance it and make the attendees feel part of the action.
Incorporate product sampling
Product sampling remains one of the most effective activation tools available to brands, particularly when it’s integrated into the wider event environment.
Rather than simply handing out products, leading brands use tournaments to create memorable trial experiences that encourage deeper engagement.
Lavazza created two branded spaces at Wimbledon where visitors could sample coffee, enter competitions and engage directly with the brand. Across the two-week tournament, more than 35,000 samples were distributed, helping Lavazza connect with audiences in a meaningful way.
Evian also used the tournament to introduce its sparkling water range to thousands of tennis fans through targeted sampling activity which drove awareness of their new product among a highly engaged crowd.
Even brands without official sponsorship rights can find creative ways to engage event audiences. For example, during Wimbledon 2023 Aldi‘s strawberries-and-cream activation used a playful PR stunt to capitalise on the tournament atmosphere, creating an experience that generated attention and conversation around the brand.
When done well, sampling is more than product distribution because it becomes part of the overall fan experience.
Extend the experience through hospitality
For many sponsors, hospitality is one of the most valuable elements of a tournament activation strategy.
It provides an opportunity to strengthen relationships with clients, partners and VIP guests while reinforcing brand perception through exclusive experiences.
At EURO 2024, we partnered with major sponsors to deliver staffing solutions for every stage of the guest journey. From welcoming attendees at airports and train stations, to coordinating transfers between hotels, hospitality events and match venues, our team was on hand at all times. On matchdays, professional hosts provided wayfinding support, distributed event passes and welcome packs, and ensured guests received a seamless experience throughout the tournament.
By maintaining consistent service standards across multiple countries and venues, effective hospitality can strengthen guest satisfaction and leave a lasting impression long after the event ends.
Cater to a range of audiences
Not every tournament attendee wants the same experience, and the strongest activations recognise these differences and appeal to multiple audience groups. Some visitors are looking for interactive activities, others are attending with family, some are VIP guests and others are simply passionate fans looking to immerse themselves in the action.
Ahead of the 2025 UEFA Champions League Final, PlayStation demonstrated the importance of varied experiences through PlayStation House in Munich. The activation brought together football legends, content creators, gamers and fans by appealing to multiple interests and communities. PlayStation was able to broaden engagement beyond traditional football audiences and create a more inclusive feel through gaming-inspired challenges.
Mastercard’s “Tap and Seek” campaign took a different approach again, encouraging fans to explore tournament sites in search of hidden NFC tags for the chance to win prizes, including tickets to the UEFA Champions League Final. By rewarding participation, the activation transformed passive spectators into active participants.
At the 2023 Rugby World Cup, Land Rover’s mascot programme was designed to engage families and younger fans throughout the tournament. We worked with them to deliver the programme across stadiums in France, creating interactions that extended the brand experience beyond the pitch.
The most effective activations create multiple touchpoints that allow different audiences to engage in a variety of different ways that appeal to their interests.
Hire the best people
Behind every fan zone, hospitality programme, sampling campaign and interactive experience is a team responsible for bringing it to life.
- Depending on the activation, this may include:
- Brand ambassadors
- Fan engagement staff
- Hospitality teams
- Registration staff
- Guest services teams
- Multilingual staff
- Team leaders
- Event managers
While creative concepts and sponsorship rights often receive the most attention, it’s the people delivering the experience who have the greatest impact on how audiences remember a brand.
Conclusion
The best tournament activations don’t focus on visibility alone, they encourage participation, build emotional connections and give fans something worth remembering.
Whether through fan zones, hospitality, product sampling or interactive experiences, the goal is the same: becoming part of the event rather than simply appearing at it, because when brands create genuine value for fans, the impact lasts.
Planning A Sporting Event Activation?
From fan engagement and hospitality programmes to sampling campaigns and guest services, the right people can make all the difference.
Get in touch with us to discuss how we can support your next sporting event activation.
