Major sporting events such as the recently concluded UEFA European Football Championships or the Olympic Games are not only highlights for sports fans worldwide, but also offer companies numerous opportunities to increase their brand presence and create lasting connections. And there are many ways to organize corporate events around major, emotional sporting events.

STRATEGIC CONSULTING: EFFICIENT PLANNING FOR MAXIMUM IMPACT

Major sporting events offer a unique opportunity for live marketing activities that can sustainably strengthen a brand. Strategic consulting is the first step to a successful corporate event. Through careful planning and analysis, companies can ensure their presence at a major sporting event is targeted and effective. This includes setting clear objectives and analyzing the target audience to develop tailored strategies.

For instance, companies may choose to act as sponsors and derive numerous benefits for brand presence. Sponsoring such significant events allows the brand to be presented in a positive and exciting context, followed by millions of people worldwide. This immense reach ensures that targeted events and activities not only strengthen the brand but also create an unforgettable experience for participants.

Targeted advertising and PR campaigns can significantly increase brand awareness. VIP events and exclusive hospitality programs also offer the opportunity to retain existing customers and attract new ones.

INCENTIVE TRIPS: MOTIVATION AND REWARD IN AN UNFORGETTABLE SETTING

Incentive trips around major sporting events offer companies an effective way to motivate their employees and also stabilize their customers' business relationships. Participation in major games or competitions creates unique experiences that will be remembered for a long time and can strengthen team spirit.

Such programmes involve more than just the organization of travel and accommodation. They also offer exclusive access to local events, such as tickets to the most important events, which provide participants with special insights and experiences. In addition to the sporting highlights, cultural activities can be part of the program, such as private guided tours of the city, culinary discovery tours or workshops that offer insights into local traditions. These additional experiences help to explore the diversity of the destination country and promote the participants' understanding of different cultures.

The purpose of such incentive trips extends beyond mere rewards. They also aim to increase employee engagement, foster team spirit, and strengthen long-term bonds within the company. By participating in these events, employees can recharge, boost their motivation, and actively experience and shape the company culture. Incentive trips provide companies with a special and meaningful way to express their appreciation for their employees.

TARGETED ACTIVATIONS: CREATING INTERACTIVE EXPERIENCES

Another key element of corporate events at major sporting events is targeted activation, which temporarily increases selective attention and thus helps to sensitize individuals to certain stimuli. As a result, B2B or B2C interactions are better remembered and thus also strengthen brand awareness. 

In the B2B area (business to business), experts focus on business relationships in which companies sell products or services to other companies. In contrast, the B2C area (business to consumer) describes the direct sale of products or services to end consumers.

A vivid example of B2B-exclusive formats and public touchpoints with unique product and brand experiences is our project for Bitburger during the UEFA European Football Championship 2024. In the fan zone at the Reichstag in Berlin, we set up a dynamic stand that offered much more than just refreshing drinks. Our offer also included numerous interactive experiences: from a wheel of fortune with exclusive Bitburger European Championship merchandise as prizes, to a cozy lounge to relax in, to an action-packed area for exciting table football tournaments. There was something for every visitor - we created an unforgettable world of experience around the Bitburger brand.

Activations of this kind create direct interaction with the target group and strengthen brand awareness. They offer visitors entertainment and enable them to experience the brand in a positive and lively environment - and to remember it.

AT A GLANCE: BENEFITS OF CORPORATE EVENTS AROUND SPORTING EVENTS

Organizing corporate events as part of major sporting events offers numerous advantages:

Enhanced Brand Presence: Strong brand presence through significant media coverage and large audiences.

Direct Target Group Approach: Interactive elements and exclusive experiences foster lasting connections.

Employee and Client Loyalty: Incentive trips and exclusive events strenghten loyalty and motivation.

Networking and Business Relationships: VIP events and hospitality programs offer ideal opportunities for networking.

Major sporting events offer a dynamic environment that companies can leverage to effectively communicate their brand message and create lasting connections. With a thoughtful strategy, creative activations, and tailored incentive trips, unforgettable experiences can be created that extend far beyond the event itself.

Leverage our expertise to create memorable experiences that will strengthen your brand. Contact us to discuss your ideas and needs. We look forward to supporting you with your next major event!

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