Consider activation spaces in sports facilities or at sports

Question

events. Where would good locations be and why? Remember to consider
the fan’s experience from arrival at the location until they
leave.

Answer 1

Good locations for activation spaces in sports facilities or at sports events would be:

1. Entrance/Gate Area: Placing activation spaces near the entrances or gates allows fans to engage with various activities as soon as they arrive. It sets the tone for their entire experience and provides an opportunity to create excitement and anticipation.

2. Concourse Area: The concourse area is a high-traffic zone where fans gather during breaks or halftime. Placing activation spaces here ensures maximum visibility and accessibility. It provides an opportunity for fans to interact with sponsors, participate in games, and enjoy interactive displays.

3. Fan Zones: Designated fan zones, either within the facility or in adjacent areas, can be excellent locations for activation spaces. These areas can be curated with multiple activities, such as live music, food stalls, fan engagement games, photo booths, and sponsor activations. Fan zones create a lively and festive atmosphere, enhancing the overall fan experience.

4. Plaza or Open-Air Spaces: Sports facilities that have plazas or open-air spaces outside the main gates can utilize these areas as activation spaces. They can include large screens or stages for live broadcasts of the event, food and beverage vendors, pop-up shops, and interactive games. These spaces often attract both event attendees and passersby, providing an extended reach for sponsors.

5. Premium Seating Areas: Activation spaces located in premium seating areas, such as VIP lounges or corporate boxes, allow sponsors to engage with a targeted audience. These spaces can be designed to offer unique experiences like exclusive meet-and-greets, complimentary services, or personalized merchandise, enhancing the value for premium ticket holders.

6. Exiting Areas: Don't overlook the power of an exit! Placing activation spaces near exits can be an effective way to leave a lasting impression on fans. It allows sponsors to provide giveaways, coupons, or exclusive offers, ensuring that fans depart on a positive note and with a continued brand connection.

It is crucial to consider the flow of foot traffic, convenience, and ease of access when determining the locations for activation spaces. The goal is to create engaging and interactive experiences that seamlessly integrate with the fan's journey from arrival to departure, enhancing their overall enjoyment of the event.