Bespoke Sport Events

These are major sporting events that are heavily reliant on the UK events industry’s world class supply chain to custom design, manage and produce the optimum live experience to their respective audiences – they enhance and complement established infrastructure that is already in place for regular fixtures – for example The Olympic Games, Commonwealth Games, The Ryder Cup or The London Marathon.

They often elevate the live audience experience with on-site fan zones, supporting brands and sponsors’ experiential activations. There is a heightened level of investment in sports presentation initiated pre event, then through the turnstiles and onto pitch/arena interactivity between the sport and the attendees. This may be through teaser content on social media, ceremonies, gamification, brand activations, fanzones, on-site competitions and hospitality areas.

All Bespoke Events are served by a series of suppliers that fit broadly into three (sometime over-lapping) categories: Safety and Security in crowded places; overlay and infrastructure; and event services. Safety and Security includes terrorist threat mitigation, temporary CCTV, VIP security, stewarding, as well as incident management software, accreditation and crowd flow identification and management. 

Overlay and infrastructure includes temporary structures, temporary sound and lighting, barrier equipment and fencing as well as increased Wi-Fi and power plus water and toilet facilities.

Sport is an important part of the UK economy; it contributed £48.9 billion gross value added (GVA) in 2019, accounting for 2.6% of the UK total. Sporting venues attract visitors to local communities and helps to generate economic spending among private developers. It adds billions to local economies, creates jobs, and boosts tax revenue. Major sport events in the UK could deliver up to £4billion of soft power, trade and investment benefits in the next decade, according to a new report commissioned by UK Sport and the City of London Corporation.