Bespoke Sport Events
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Sector at a Glance
Elevating the live audience experience with: (in rotation) on-site fan zones, supporting brands and sponsors’ experiential activations.
Major Bespoke events include: (in rotation) Olympic Games, Commonwealth Games, Ryder Cup, London Marathon.
Served by core suppliers of (rotating) Safety and security, Overlay and infrastructure; Sports presentation.
Sector Overview

Bespoke Sport Events

These are major sporting events that are heavily reliant on the UK events industry’s world class supply chain to custom design, manage and produce the optimum live experience to their respective audiences – they enhance and complement established infrastructure that is already in place for regular fixtures – for example The Olympic Games, Commonwealth Games, The Ryder Cup or The London Marathon.

They often elevate the live audience experience with on-site fan zones, supporting brands and sponsors’ experiential activations. There is a heightened level of investment in sports presentation initiated pre event, then through the turnstiles and onto pitch/arena interactivity between the sport and the attendees. This may be through teaser content on social media, ceremonies, gamification, brand activations, fanzones, on-site competitions and hospitality areas.

All Bespoke Events are served by a series of suppliers that fit broadly into three (sometime over-lapping) categories: Safety and Security in crowded places; overlay and infrastructure; and event services. Safety and Security includes terrorist threat mitigation, temporary CCTV, VIP security, stewarding, as well as incident management software, accreditation and crowd flow identification and management. 

Overlay and infrastructure includes temporary structures, temporary sound and lighting, barrier equipment and fencing as well as increased Wi-Fi and power plus water and toilet facilities.

Sport is an important part of the UK economy; it contributed £48.9 billion gross value added (GVA) in 2019, accounting for 2.6% of the UK total. Sporting venues attract visitors to local communities and helps to generate economic spending among private developers. It adds billions to local economies, creates jobs, and boosts tax revenue. Major sport events in the UK could deliver up to £4billion of soft power, trade and investment benefits in the next decade, according to a new report commissioned by UK Sport and the City of London Corporation.

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Sector Events Calendar
October 24
The Event Summit
Fostering collaboration between sports, music and cultural events for inspiration and growth Rick will be speaking/ moderating We should use the app research tool for some pre event questions perhaps- or a survey All PoE Steering Group members are invited to attend FOC if they are event rights holders, or at a 33% discount if they are not
November 24
Event Tech Live
Event Tech Live is the No. 1 globally recognised event bringing event professionals, thought leaders, leading event tech companies and startups together. Event Professionals can register to attend for FREE and access to the latest industry education from industry thought leaders across multiple stages and formats. Event Tech Live features a hosted buyer programme and an exhibition featuring the latest in event technology, software, and innovations from around the world. The event provides the resources, tools and networking opportunities you need to take advantage of technology to create the best events.
November 24
Event Sustainability Live
Event Sustainability Live (ESL) London is a two-day Exhibition and Conference bringing together event professionals, thought-leaders and sustainability experts. The event takes place on 20th & 21st November at ExCeL, London. The show is free to attend, delegates can explore the latest trends, innovations and products from companies and venues providing eco-conscious solutions helping to create sustainable events. Meet with fellow event professionals from all over the globe who are passionate about event sustainability, share ideas & create new and exciting partnerships.
Weddings + Private Events
Business + Brand Experiences
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