Event Sessions: How should brands approach sporting events?

During the third Event Sessions, in partnership with Kru Live, yesterday (2 June), the discussion turned to how brands such as Bupa and Heathrow Express can convey their messages at large sporting events.

Kru Live hosted the third Event Sessions at Kensington Roof Gardens (Julian Dodd)
Kru Live hosted the third Event Sessions at Kensington Roof Gardens (Julian Dodd)


There was a discussion of Bupa's Feel Great Britain campaign, which was unveiled in April.

The brand had recently ceased its sponsorship of the Great North Run and was looking to communicate its health-related messages in a new way. Bupa came up with the Feel Great Britain concept, which is the idea that if people are well in the mind, body and soul then they will feel good.

The brand sponsored the Westminster Mile, which took place over the recent bank holiday weekend (24 May). It was involved in a series of activations at Green Park.

Operating in line with the campaign message, there were elements that appealed to the mind, body and soul, including meditation classes, live music and offered stretching classes.

Heathrow Express

Lucy Basden-Smith, account director at Havas Sport and Entertainment, spoke of the agency's involvement with Heathrow Express. Through its sponsorship of the England Seven's team, the brand communicated its message to audiences in Chicago when they played in the US city.

"It proved a great opportunity for Heathrow Express to get their message across in Chicago, although we had to change the messaging slightly to appeal to the local audience," she said.

Havas leveraged a range of mediums to get the brand’s key messages across to the new, international audience.

"We were able to use big LED screens at matches, as well as produce a series of short videos that we put out to US sports media," said Basden-Smith. She added that the campaign featured an experiential element outside the stadium that demonstrated the speed of the train.

The Rugby World Cup – what can we expect?

Lance Woodbridge, key accounts and events staffing manager EMEA at Wasserman, said: "Sport fans will get a chance to experience the Rugby World Cup in the most iconic location in London’s Trafalgar Square. 

"We will give fans experiences that will very much resemble what the players go through." 

More: Event Sessions: How can brands best convey their message?

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