Bespoke Sport Events
Home / UK Events Industry / Bespoke Sport Events
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.

Latest Sector Research
Sector Events Calendar
January 24
Festival Supplier Awards 2024
The Festival Supplier Awards celebrate outdoor events and all the fantastic suppliers and production teams who deliver them. With awards covering a multitude of outdoor event essentials; from staging, crowd management, temporary structures and crewing to crowd barriers, toilets, technology and visual spectaculars. There are also awards recognising green suppliers, site and production management, Supplier Team of the Year and our Unsung Heroes. This 2024 Awards Ceremony will be held at London’s Hurlingham Club on Thursday 25th January 2024.
February 24
EVENTIT is proud to introduce EXPERIENCEit, a new and innovative approach to making connections within the events, festivals and experiential marketing industries. This unique exhibition aims to create a lasting legacy by fostering relationships through interactive engagement, education and collaboration. By building an environment that nurtures discussion and delivers solutions, we plan to create robust communities of individuals who deliver experiences.
February 24
Green Events & Innovations Conference (GEI16)
The Green Events & Innovations Conference is the UK’s foremost conference for sustainability at live events and takes place in London on Tuesday 27th February, 2024 Celebrating its 16th year GEI is the leading conference for sustainability at live events. Our inspirational speakers from across the live event industry and from across the world, will inform, and entertain you, and our jam packed GEI16 agenda will provide a most entertaining, informative, and inspiring day. Sessions cover transport, energy, food, equality, inclusivity and climate justice, design & materials usage for circularity, and much more. GEI is a partnership between not-for-profit sustainability specialists A Greener Future (AGF) and the International Live Music Conference (ILMC) which is the world’s leading platform for the touring and festival sectors.
Weddings + Private Events
Business + Brand Experiences
Get Involved
The event industry’s reliance on data to help it plan for the future, increase its resilience, manage risk and justify investment decisions, is growing year on year. The engagement and access that The Power of Events (UK) has across all 7 sectors of the industry, enables data gathering and in-depth research projects to be delivered confidently and consistently. This will be primarily facilitated through the new insight app to be launched on 28th Sep 2023. By bringing the industry and university partners together, research projects will be designed to deliver real benefits to the industry in terms of trend analysis, insights and performance improvements.
Our Supporters
Drawn from across the seven core sectors the Power of Events (UK) supporters are committed to showcasing the UK Event Industry.
Our Partners
The Power of Events (UK) partners are collaborating to share research, data and insights for the benefit of the whole UK Events Industry.