Why Every Event Professional Should Care About the Sports Industry
In late November, I found myself sitting in a room with execs from the NBA, Barstool Sports, ESPN, the NFL, the L.A. Dodgers, the Boston Celtics… you get the idea. And I was, to put it lightly, starstruck.
The event? The inaugural BizBash Sports Summit in Washington, D.C., where we hosted 77 sports event professionals and suppliers from across the country for two and a half days of networking, education, intimate dinners, and interactive workshops.
It. Was. Awesome.
There’s a reason BizBash has doubled down on our sports focus lately, launching the summit alongside our BizBash Sports vertical, where our editors post regular coverage of game-changing stunts and fan activations, major tournaments and festivals, interviews with top event profs, and much more.?
As a lifelong sports fan (go Braves!), I find myself eagerly refreshing the page to see what cool thing we’ll cover next.
But here’s my bold claim: Every event professional should be reading this coverage and attending these events, even if they don’t know the difference between a foul ball and a field goal. Here’s why…
1. Sports have a unique ability to build community and generate engagement across all demographics.
Sporting events aren't just competitions; they're cultural phenomena that unite people from all walks of life. They create a sense of belonging and community unlike anything else.?
Consider the global unity and celebration during events like the FIFA World Cup or the Olympics. These events transcend sports—they become platforms for showcasing cultural diversity, fostering community, and generating immense engagement.?
What more could you want from an event??
2. There’s a big opening for brands, even those not in the sports industry.
The sports industry’s wide appeal offers a platform for brands of all types to connect with their audiences. Think about Tiffany & Co. at the U.S. Open, e.l.f. Cosmetics at college football games, and even Rihanna’s lingerie brand, Savage X Fenty, at the Super Bowl.?
By associating with sports events, brands can meet customers where they are—and of course, where they’re spending money. This creates stronger brand loyalty and resonance.
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3. Sports reach an enormous audience.
Sporting events typically draw larger and more diverse audiences than other types of events—even massively popular gatherings like music festivals.
This wide reach is partly due to the universal appeal of sports as a form of entertainment that transcends language and cultural barriers. Major sporting events are broadcast globally, reaching millions of viewers. It's a dream stage for any brand's message.
4. The sports industry is doing some really cutting-edge things with AI, VR, and other tech.
Sporting events have been at the forefront of adopting new technologies for enhancing fan experience—and these technological advancements can inspire event professionals in other fields to think innovatively about audience engagement.?
Some of my favorite recent examples? The NFL’s clever AI-driven activations, the Charlotte Hornets’ immersive virtual fan store, and the Kansas City Chiefs’ 2.5 million-attendee tailgate. (No, that number isn’t a typo!)
5. Sports tap into emotions.
Sports events are inherently emotional, often featuring inspiring stories of resilience, teamwork, and human spirit. And as every good event professional knows, the most effective event journeys are ones that resonate emotionally with their audiences, leading to positive associations and lasting memories.
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These five points are all major components of most successful events, and spotlighting them has been a key part of BizBash’s mission since we first launched more than 20 years ago.?
The sports industry is a goldmine of insights and inspiration for event professionals across all sectors—and in 2024, the BizBash team is more committed than ever to supporting the exciting intersection between brands, experiences, fans, and engagement.
I hope you’ll join us for the journey.?
Interested in our 2024 BizBash Sports Summit program? Learn more here.
Want steal-worthy event inspiration and top takeaways from the hottest sports events delivered straight to your inbox? Be the first to know.
Download this inaugural Sports e-book, where we break down what was discussed and share highlights from the Summit’s game-changing conversations—a kind of post-game analysis if you will.
Marketing at Event Vesta | ?? Scale Omaha Host | ?? Mindfulness Practitioner | #GiveFirst
10 个月Sports are some of the biggest entertainment events in the world! They build a true sense of community around them like every good event should. We learned a lot in the The Minnesota Twins Accelerator by Techstars?with great exposure to how diverse the jobs are in the industry.
That sounds like a dream room!
COPD Foundation State Captain
10 个月I enjoy keeping up with you Matt I remember when you began your journey with Newt & love watching you grow Happy New Year
Experiential Event Calligrapher & Engraver
10 个月Would love to see more women's sports represented and included too! It's a HUGE largely untapped market (coming from a former NCAA softball student athlete, which has had unprecedented rates of growth over the past decade!).
Saving Your Event from being a Fyre Festival | Building Creative Events With Your Audience In Mind | Posts About The Process
10 个月I agree. Even seeing the NHL selling out of their Stanley water bottles has been insane. The key is understanding how the brand works with sports. The brand has to see the benefits and then allow us event profs to produce.