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For any sports event promoter or team finding ways to continuously enhance the spectator experience is a key and constant priority, from customer service to improved facilities, the use of technology to generating unique moments. Whether it’s delivering something special for fans attending a game, serving up a treat for guests in a hospitality suite or creating something entirely new to allow more people to experience an event, these are the judge’s six outstanding candidates for the Leaders Sports Awards Live Experience category. Find out who wins on Tuesday 9th October, at London’s Natural History Museum.
Intel signed its groundbreaking Olympic agreement in June 2017 and hired GMR Marketing to deliver a world-class product showcase experience for its international C-Level B2B guests at the PyeongChang 2018 Olympic Winter Games. Intel and GMR created Intel House, transforming a three-storey Korean restaurant into a customised, technology-rich space to serve as a home away from home for Intel’s top current and potential customers. Intel showcased its True VR, esports, drones and 5G technologies amidst traditional Korean entertainment and cultural experiences, high-end catering and Olympic athlete appearances in a lounge environment.
LFC World, presented by Standard Chartered, is an experiential activation designed to build deeper connections with fans of Liverpool FC around the world and utilise the opportunity to engage fans with the club’s partners. The CSM Live agency worked alongside the club to define, design and deliver three immersive experiences in Mumbai, Jakarta and Dubai for the 2017/18 season. The experiences utilised state of the art technology, engaging partner activations, live screenings of big matches and featured past Liverpool FC legends presenting; Anfield’s famous Shankly Gates were also replicated in beautiful detail.
To create a truly one-of-a-kind celebration of the franchise’s 50th NBA season, the Milwaukee Bucks took the concept of “turn-back-the-clock” night to the extreme, returning to its original home arena for one night only. The “Return to the MECCA” game featured the Bucks debuting 1968 throwback uniforms and playing on a replica of the famous MECCA court – designed by pop artist Robert Indiana in the ’70s – in the first NBA game to take place in the UWM Panther Arena, formerly known as MECCA, in 30 years.
The Samsung Slider arrived at Twickenham for the 2017 HSBC London Sevens to offer a live sport viewing experience like no other and link to the latest Samsung QLED TV range. Standing by Samsung’s ‘Fewer, Bigger, Better’ ethos, the supporting campaign included pre-event content films, PR opportunities with leading England Rugby players and a strategy partnership with the Telegraph newspaper. The slider – a ‘state of the art four person mobile seating unit’ which moves up and down the touchline, following play – was operational for all 45 games during the tournament, with Samsung capitalising on the Sevens atmosphere to record over 4.2 million #SamsungSlider impressions over the weekend.
NatWest T20 Blast Finals Day is the biggest day in England’s domestic cricket calendar. The 2017 event broke multiple records and was labelled as the best in the tournament’s 14-year history. Staged at Edgbaston and delivered with the England & Wales Cricket Board (ECB), Finals Day breaks cricket traditions with enhanced off-field entertainment. A record attendance of 24,426 were treated to an unforgettable sing-off between former England player Andrew ‘Freddie’ Flintoff and Sky Sports commentator David ‘Bumble’ Lloyd, plus the annual mascot race, as well as seeing Notts Outlaws crowned champions on a day that saw more than 1,000 runs scored.
Manchester City FC launched a world-first in football for the 2017/18 season, when it opened The Tunnel Club, a hospitality facility that the club says ‘redefines standards and customer experience on a global scale’. Tunnel Club guests are invited to watch players enter and leave the field at the Etihad Stadium through a 250m² glass tunnel that leads directly from the venue’s dressing rooms to the pitch itself. The Tunnel Club, which runs to two levels, also gives guests the chance to listen to matchday tactical insights via an interactive presentation by club performance analysts, as well as guest interviews and heated stadium seats directly behind Pep Guardiola’s dugout.