There are some sports events and festivals that just don't need much plugging. The biggest of deals are, of course, going to be the football World Cup and the Olympic Games! However, even these enormous sporting events could always do with a little bit of a boost every now and again.
Some fans and followers will tell you that the thrill of sport in itself is enough. That's fair, but if you really want to make things that bit extra special or appeal to an even wider audience, there are always things you can do to really broaden the fun.
Here are some creative ways that sport event creators can really energise the crowd before they even take their seats in the stands.
Contests and competitions
Everyone loves to win a competition. Not everyone is lucky enough to be a big winner, but the thrill of entering is often enough. Many big events hold national or global competitions to find the 'biggest fans', for example.
It's a marketing and promotion staple. It really does apply well to sport also. Think of all the different prizes and tie-ins that could be offered up in a competition. You might give away the chance for people to come onto the pitch before the match starts. You might even give them the chance to meet their favourite players and athletes behind the scenes.
Giving away multiple prizes and even small tokens for entry into sweepstakes will likely be enough to energise some people. It's a great promotional tactic, and one that people are likely to remember for all the right reasons.
Engage with the crowds
The idea of the half-time show does get its critics these days, and that's largely because many events don't actually seem to put that much effort in!
The best shows and crowd-pleasers are, believe it or not, those that engage with them directly. Again, this might tie into the above point about competitions. Give visitors and crowd attendees the chance to really get into things by getting them to sing songs, answer questions and more.
Most people will be at an event really just to see what's going on. However, warming up the crowd is a great way to really build the atmosphere. Many people, as stated, will love the idea of competitions mid-play.
Set up betting offers
Betting might be frowned upon in some quarters, but it is perfectly legal in the UK, and goes hand in hand with many sporting events. Therefore, it stands to reason that bookmakers and odds publishers will want to tie in big deals with big events.
Bookmakers may do a deal with some events hosts to set up special offers on betting. This might include a couple of money-off bonus codes, freebie deals throughout the week leading up to the event in question, and even in-play betting offers. There may even be room to increase the odds on favourites temporarily, just to drum up some serious interest in the sports that are taking place.
Plenty of interest in sport stems from the bookmaker, which is why it is a fantastic idea to give punters and bettors something extra to play for.
Big horse races are events that usually see a lot of betting activity, as even those who have little to no knowledge on horse racing might peruse the latest Cheltenham tips, pick a horse to back and glue themselves to their TV screen in the hope of seeing it win them some money.
Hire big-name artists and celebrities
This might not appeal to everyone, but celebrity still holds massive sway heading into 2021. If a huge star headlines a sports festival or event, then you will be sure to know about it. This applies to horse racing, motor racing, football and more.
A really good example, of course, is the Olympic Games. There is always a big display at the start and at the finish of the two-week sports cavalcade, often with major stars from the host country either opening or closing the event. You only have to remember London 2012's spectacular line-up and visual displays to see what we mean here.
Essentially, hiring big names and making a major fuss of it is just going to pull in wider interest. It's tricky sometimes to try not to let big-name guests overpower the majesty of the sport event itself, but the fact is that it's a sure-fire way to get everyday people involved – not just the hardcore fans.
Open it up
Some people may find that they feel excluded from sporting events mainly because they are pivoted towards hardcore supporters. However, the fact remains that football clubs and more besides are always looking for ways to welcome more people into the fold.
A great way to really bring in more interest could be to make events and facilities more accessible, or to establish an event as 'not just for the fans'. It could be made into a family fun day or, again, it could have a really competitive edge to it.
There is always a balance here and you need to be careful with this – that is, while you open things up to new people, the last thing you are going to want to do is alienate the fans. Therefore, it is worth researching the market thoroughly in an attempt to try to understand what different groups of attendees are actually looking for.
Not a simple scenario
Opening things up to more people and making a sporting event more fun need not be difficult. However, there is a lot that goes into planning, and a lot that goes into making sure that everyone is happy.
Therefore, it really does pay to be creative – but at the same time, it pays to be respectful to everyone who wants to join in. Take inspiration from some of the biggest events providers on the planet!
