In today's crowded event environments, brands face a unique challenge: capturing attention amid competing messages. 

Research indicates that [80% of event organizers](https://webbiquity.com/event-marketing/event-marketing-research-35-vital-stats-facts-and-findings-from-recent-reports/) consider in-person events the most impactful marketing channel within their organization. This shows the importance of immersive sponsorship activations in forging lasting connections. 

As sponsorships become increasingly strategic, brands must rely on effective, visually engaging activations to connect with audiences and drive results.

Innovative visual solutions are essential for organizations managing sports sponsorships or large-scale events. 

[The Look Company’s expertise in visual engagement solutions](https://thelookcompany.com/) empowers brands to maximize ROI through eye-catching displays and consistent, immersive experiences across venues.

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1739284727/The%20Look%20Company%20%28Staging%29/plijewftjdzdbkc5uecu.jpg)

## Why Visual Solutions Are Key to Successful Sponsorship Activations  

  
In event marketing, brands must employ innovative visual solutions to capture audience attention and enhance engagement. 

Research indicates that [74% of consumers](https://worldmetrics.org/experiential-marketing-statistics/) are more likely to purchase products after engaging with branded event experiences. This highlights how essential standout visual elements are for effective sponsorship activations.

The Look Company offers a range of visual engagement solutions designed to [elevate brand presence](https://thelookcompany.com/blog/3-main-phases-of-delivering-sports-event-branding). Our offerings include flags and banners, media backdrops, pop-ups, kiosks, fence scrim, towers, tents and custom fabrications, all tailored to create memorable experiences. 

For instance, media backdrops serve as ideal platforms for brand displays at press conferences and fan zones, while custom flags and fence scrim enhance brand visibility throughout the event. 

These solutions attract attention and reinforce brand messaging at [sports and events](https://thelookcompany.com/markets/sports-and-events), contributing to more effective experiential marketing strategies.

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1739284783/The%20Look%20Company%20%28Staging%29/vivdkp3ga2wg6pfvezwz.jpg)

## Solving the Brand Visibility Challenge

  
For brands competing at major events, visibility is a critical challenge. [72% of consumers](https://www.limelightplatform.com/blog/experiential-marketing-statistics) say they positively view brands that provide great experiences. This consumer sentiment reflects the power of immersive, engaging environments in driving measurable outcomes for sponsors.

Effective sponsorship activations require more than generic solutions—they demand innovative strategies to create a commanding presence in crowded spaces.

The Look Company excels at tackling this challenge through visual solutions like [custom fence scrim, banners](https://thelookcompany.com/products/signs-and-banners) and 3D elements. These products increase brand prominence, making them indispensable for sports sponsorship activation. 

Whether it’s vibrant flags at stadium entrances or impactful barricade graphics guiding fans through venues, our offerings deliver bold and consistent branding.

Incorporating these strategies into a brand activation strategy keeps sponsors visible, drives greater engagement and leaves a lasting impression on audiences.

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1739284863/The%20Look%20Company%20%28Staging%29/jgjc5ykcirdtbfqg3pwu.jpg)

## Maximizing ROI with Visual Engagement

  
Maximizing ROI is a priority for brands involved in sponsorship activations, and experiential strategies often deliver outstanding results. Research reveals that [69% of sponsorship marketers](https://www.sponsorpulse.com/insights/crunching-the-numbers-how-to-measure-sponsorship-success) identify ROI measurement and proving value as their top concerns. 

The Look Company enhances sponsor ROI with immersive visual solutions designed to captivate audiences. 

Fans are drawn to these striking visuals, whether snapping photos in front of branded media walls or engaging with interactive 3D elements.

By incorporating these solutions into your sponsorship activation strategy, brands can boost audience interaction, improve recall and generate tangible results. 

For example, using custom floor graphics and [wayfinding](https://thelookcompany.com/blog/effective-sports-stadium-wayfinding-in-event-management) to guide attendees or fence scrim to enhance visibility ensures a seamless blend of functionality and engagement that [reinforces sponsor value](https://thelookcompany.com/blog/how-indoor-stadium-graphics-strengthen-branding-and-boost-sponsorships).

##   
Creating Memorable Fan Experiences

Creating unforgettable experiences for fans is critical to successful sponsorship activations. 

The Look Company provides a wide range of solutions to help brands make an impact and connect with their audience on a deeper level. Key approaches include:

*   **Event branding**: Use products like fence scrim, media backdrops and custom fabrications to transform fan zones and high-traffic areas into engaging branded spaces​.
    
*   [**Stadium branding**](https://thelookcompany.com/blog/stadium-branding-excellence-shaping-the-future-of-college-sports): From media visual components in the stadium bowl to pillar wraps, [lightboxes](https://thelookcompany.com/products/lightboxes) and branded concourses, enhance sports sponsorship activations with cohesive and impactful branding solutions. 
    
*   **Custom 3D elements**: Add interactive features like large-scale logos, raised letters or photo opportunities that invite participation and create memorable touchpoints​.
    

These strategies amplify brand visibility and encourage fans to engage with and share their experiences, increasing the reach and impact of each activation.

  

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1739284925/The%20Look%20Company%20%28Staging%29/rnahwguqn3ycrtcy0yam.jpg)

## Ensuring Consistency Across Multi-Venue Sponsorships

For brands participating in multi-venue events or long-term sports sponsorships, maintaining a unified brand presence is essential to building recognition and trust. Inconsistent branding across locations risks diluting the sponsor’s message. 

The Look Company provides scalable visual engagement [solutions to streamline branding](https://thelookcompany.com/blog/sports-event-branding-solutions-the-brand-awareness-powerplay) across multiple spaces.

*   [**Tension fabric graphics with SEG**](https://thelookcompany.com/products/fabric-and-frames): Use lightweight, wrinkle-resistant graphics that can be seamlessly integrated into frames or mounted directly onto walls, creating a uniform visual impact​.
    
*   [**Fence scrim and barricades**](https://thelookcompany.com/products/signs-and-banners): These solutions provide a cohesive branded presence, from stadium exteriors to high-traffic fan areas, making them ideal for multi-venue events​.
    
*   [**Complete project solutions**](https://thelookcompany.com/products/services): With services including concept development, large-format printing and venue installation, The Look Company helps brands replicate their vision across all activations​.
    

These products and services allow sponsors to present a consistent, polished image, enhance audience recognition and reinforce the brand across all event locations.

## The Look Company: Transforming Sponsorship Activations with Visual Engagement Solutions

[The Look Company](https://thelookcompany.com/about-us/our-company) delivers visual engagement solutions that solve key challenges in sponsorship activations, from boosting brand visibility to maximizing ROI and creating memorable [fan experiences](https://thelookcompany.com/blog/sports-event-branding-elevating-the-fan-experience). 

By leveraging products like custom 3D elements, media backdrops and [fabric and frames](https://thelookcompany.com/products/fabric-and-frames), alongside comprehensive project management services, we help brands achieve consistent, impactful activations across venues.

Whether you're enhancing a sports sponsorship activation or planning a large-scale event activation, The Look Company helps you stand out, engage audiences and deliver measurable results.

Ready to elevate your sponsorship activations? [Contact The Look Company](https://thelookcompany.com/contact) today to explore how our solutions can transform your next event.

Creating Memorable Sponsorship Activations with Dynamic Visual Solutions

Let’s face it: today’s shoppers are distracted by the noise of the digital world. 

With their attention being pulled in so many directions, it can be hard to reign them in. You need some arsenal in your pocket to engage with them and create loyalty.

In-store [brand activation](https://thelookcompany.com/brand-activations) is a unique way to create an engaging shopping experience that helps customers connect with a brand on a deeper level. 

Did you know that [80% of consumers](https://www.thekeenfolks.com/blog-article/10-mind-blowing-stats-about-consumer-behaviour) say the experience a company provides is equally as important as its products and services? This means your brand’s in-store experience needs to be on point.

Unlike traditional marketing, in-store brand activations create personal moments that encourage engagement and long-term loyalty. With in-store activations, brands can stand out in a crowded digital world and cut through the noise. 

Here, we will explore what in-store brand activation is and why it's important.

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1724169817/The%20Look%20Company%20%28Staging%29/ky5wth1evvcnymlf16f3.jpg)

## Understanding In-Store Brand Activation

####   
What Is Brand Activation and Why It Matters

  
In-store [brand activation](https://thelookcompany.com/brand-activations) transforms retail spaces into interactive stages where customers don't just shop—they experience the brand in a hands-on, memorable way. You engage customers directly, making them participants rather than spectators of the brand's story. 

Retail activation goes beyond traditional marketing by creating immersive environments that foster a deeper emotional connection, making the brand more relatable and memorable. Evoking emotion [releases dopamine in the brain](https://bloomerang.co/blog/the-science-of-storytelling-how-to-evoke-emotion-and-get-your-audience-to-give/), and that creates a memorable experience.

####   
  
Beyond Traditional Marketing

  
Unlike traditional marketing, which is one-way communication, a good brand activation strategy is to create dialogues. It immerses customers in the brand, offering personal and impactful experiences that digital ads and billboards can't match. 

This strategy stands out in the digital age, bridging the online-offline gap and leaving a lasting impression that builds brand loyalty.

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1724169920/The%20Look%20Company%20%28Staging%29/zm9jbnktffv8f1lbdn4s.jpg)

##   
Key Strategies for Successful In-Store Brand Activations

####   
Immersive Environments

  
Crafting an immersive environment is pivotal. This involves using visual elements and designs that grab attention and immerse customers in a brand-specific atmosphere. Think vibrant [SEG fabric graphics](https://thelookcompany.com/products/fabric-and-frames), dynamic [lightboxes](https://thelookcompany.com/products/lightboxes) and thematic decor like [wall and pillar wraps](https://thelookcompany.com/products/fabric-and-frames) that tell a brand’s story visually and emotionally. 

The goal is to transform the space into a narrative that customers step into, making every visit more than just a shopping trip but a memorable [brand activation event](https://thelookcompany.com/blog/mastering-brand-activation-events-a-guide-for-retail-success).

####   
Leveraging Visual Engagement Solutions

[The Look Company (TLC)](https://thelookcompany.com/) specializes in creating these captivating environments through high-quality, award-winning printing and innovative display solutions. 

Using custom fabric graphics and [modular display systems](https://thelookcompany.com/products/display-systems), we tailor the retail space to embody the brand’s identity, ensuring each customer’s unique and engaging visit. 

The design, graphics and layout play a crucial role in drawing customers in and keeping their attention, turning the store into an interactive brand showcase.

####   
Personalization

Personalization deepens the connection between customers and the brand. You achieve this through tailored visual messaging that resonates with the target audience, creating a sense of belonging and recognition. 

[84% of Americans shop](https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/us-shopping-behavior-statistics/) for something at any given time, making brand activations extremely important. You need to draw your customers in. 

By customizing the shopping environment to reflect customers' preferences and behaviors, TLC ensures that each interaction is personal and deeply impactful.

#### Encouraging Social Media Engagement

To maximize the impact of in-store brand activations, it's essential to design experiences with social media shareability in mind. Focus on creating 'Instagrammable' moments, such as selfie spots and photogenic decor, that encourage visitors to capture and share their experiences online. This not only extends the reach of the activation but also transforms customers into brand ambassadors.

Incorporating fun, interactive elements ensures that activations are visually appealing and genuinely engaging. Features like branded hashtags and [dynamic displays](https://thelookcompany.com/products/display-systems) motivate visitors to interact and share their experiences, amplifying visibility and tapping into the extensive networks of social media users.

#### Incorporating Experiential Marketing

  
At TLC, we blend [experiential retail](https://thelookcompany.com/blog/experiential-retail-transform-your-store-through-immersive-branding) marketing with in-store activations, creating memorable brand encounters. This method focuses on transforming customer interactions into experiences that resonate. According to industry experts, experiential marketing campaigns or events are the most successful marketing tactics [(38.34%)](https://financesonline.com/experiential-marketing-statistics/). 

An experiential approach involves engaging customers by immersing them in the brand's narrative through interactive displays and hands-on product demos. This deepens the connection between the brand and its consumers, turning casual shoppers into loyal advocates. Integrating senses and emotions into the shopping experience creates lasting impressions that boost customer loyalty and encourage word-of-mouth and social promotion.

#### Impact on Brand Loyalty

A brand activation strategy enhances customer perception and loyalty. Craft visual stories that linger in the memory through engaging designs and custom graphics. The impact is significant: customers remember their experience and are more likely to share it, extending the brand's influence.

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1724170136/The%20Look%20Company%20%28Staging%29/ijfypuojci2auy9tdr7z.jpg)

#### Enhancing the Customer Experience

Tailored activations make the brand tangible. By integrating custom fabric graphics and modular systems, you invite customers into a space where every element is an opportunity for interaction. 

This immersive approach elevates the shopping experience, turning passersby into participants and advocates.

#### Challenges and Solutions in Implementing In-Store Brand Activations

Implementing [in-store brand activations](https://thelookcompany.com/blog/in-store-brand-activation-elements-for-successful-campaigns) presents unique challenges, but at TLC, we've developed effective strategies to overcome these hurdles, ensuring successful and impactful activations.

#### Common Obstacles

One significant challenge is staying ahead in a constantly evolving retail landscape. Retailers must continually innovate with experiential events to capture customer interest, often within the constraints of limited space and resources. Creating event activations that genuinely resonate with a diverse customer base requires deep understanding and creativity.

####   
Overcoming Challenges with TLC Solutions

**Innovation Within Constraints**: TLC excels in maximizing the potential of any retail space. Our [modular display systems](https://thelookcompany.com/products/display-systems) and custom fabric graphics are designed for versatility, allowing for impactful activations even in limited spaces. 

**Tailoring Experiences**: Understanding that each brand and customer segment is unique, TLC offers personalized solutions. From helping with the initial design concept to finalizing the installation to align with the brand’s identity and the audience's preferences.

#### The Role of Visual Engagement Solutions in Enhancing In-Store Activations  
  

Our comprehensive visual engagement solutions at TLC are central to in-store brand activations. We transform retail spaces into [immersive experiences](https://thelookcompany.com/blog/multi-sensory-brand-experience-crafting-immersive-retail-for-shoppers) that captivate customers and deepen their connection with the brand.

#### Custom Fabric Graphics and Modular Display Systems  
  

Our expertise shines in creating vibrant, eye-catching graphics that narrate the brand's story. Combined with our modular display systems and [SEG fabric graphics](https://thelookcompany.com/products/fabric-and-frames), these visuals offer versatility in designing unique and engaging environments in any retail space. This ability to customize and adapt is vital for drawing customers into the brand’s world.

#### Lightboxes: A Spotlight on Engagement  
  

Our [lightboxes](https://thelookcompany.com/products/lightboxes), equipped with industry-leading, eco-friendly LED lighting systems, are designed to highlight key messaging and visuals. These lightboxes enhance the vibrancy and detail of printed graphics, creating focal points that attract and hold customer attention. 

By integrating lightboxes into in-store activations, we provide brands with a powerful tool to illuminate their presence and make a memorable impact.

#### Seamless Project Execution  
  

From [concept to completion](https://thelookcompany.com/products/services), TLC's in-house capabilities streamline the execution of in-store brand activations. Our approach ensures projects are visually compelling and delivered efficiently, maximizing impact while respecting time and budget constraints.

#### Tailoring Visual Solutions to Each Brand

  
Recognizing each brand's uniqueness, we offer customized solutions that integrate seamlessly into broader activation strategies. From [SEG fabric graphics](https://thelookcompany.com/products/fabric-and-frames) to lightboxes, our aim is to ensure every element aligns with the brand’s identity and goals, enriching the customer experience.  

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1724170368/The%20Look%20Company%20%28Staging%29/i4fjpvlmsv6bpxp5zmug.jpg)

##   
The Future of In-Store Brand Activation With TLC

Creating memorable experiences that stand out in today's competitive market is more important than ever. [TLC is committed to helping brands](https://thelookcompany.com/about-us/our-company) do just that by bringing their stories to life in exciting and engaging ways. 

With TLC's help, brands can drive growth and engage customers in new and exciting ways with their own in-store brand activations.

Ready to elevate your brand's retail experience with TLC? Let's create something unforgettable together. [Contact us](https://thelookcompany.com/contact) today.

In-Store Brand Activation: Strategies to Create Buzz and Build Excitement

The retail business landscape is incredibly competitive and noisy. How do you make your brand stand out and get noticed? Hosting [brand activation](https://thelookcompany.com/blog/in-store-brand-activation-elements-for-successful-campaigns) events is an effective marketing strategy to grow awareness about your products or brand and reach the consumers who are most likely to prefer your products or become fans of your brand.

A brand activation event is a face-to-face interaction with potential customers and existing brand fans that fosters a strong connection between the brand and its audience in an authentic, meaningful, and memorable way.

There are many different ways to launch a brand activation event. But one thing is for sure—you'll need a great idea to start with. From attention-grabbing pop-ups within larger retail spaces to invitation-only events, from product launches to corporate party-style events graced by celebrity [brand ambassadors](https://thelookcompany.com/blog/visual-merchandising-trends-to-leverage-for-brand-ambassador-programs), brands are going all out to connect with their audiences.

Read on as we discuss the significance of brand activation events for retailers and how you can craft a memorable brand activation using TLC's [modular display systems](https://thelookcompany.com/products/display-systems) and visual engagement solutions.

##   
**Understanding the Retail Landscape**

  
In order to understand the true significance of brand activation events, it's essential to put a finger on the pulse of the modern retail industry landscape and appreciate the challenges retailers face.  
  

#### **A crowded and competitive marketplace**

It's hard work getting your brand seen and heard in today's hyper-competitive marketplace. Retailers must constantly think of innovative ways to reach and engage their target audience. 

####   
**The power of choice is with the consumer**

With dozens of competing brands for any product, consumers are eager to shop around to see what's on the market—and they're willing to switch from one brand to another to find the best option. Waning brand loyalty is a constant threat to the modern retailer.

####   
**Gen Z looks for authenticity and relevance**

It's tough to market to Gen Z. They have a finely cultivated blind spot for blatant promotions. They look for authenticity and transparency in brand messaging and won't settle for anything less than a meaningful interaction from the brand they love.    
  

#### **Retail is going omnichannel**

No longer is it enough to have a brand showroom or a chain of stores. To stay relevant and remain in the consumer's frame of reference, brands must show up wherever their target audience goes—social media, on mobile apps or in-game placement, and at offline events—preferably all of these! Retail is now omnichannel.

Retail has its challenges, But it is an inherently resilient industry. Retailers constantly try newer tactics and techniques to address the evolving challenges of the marketplace.

Brand activations, showrooming, and click-and-collect are omnichannel strategies that transition smoothly between online and offline—and the modern retailer simply can't afford to neglect them.

A branded event also addresses the challenge of satisfying Gen Z—it is an experiential marketing strategy that directly engages shoppers, elevates brand awareness, and enhances recall.

  

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1706298607/The%20Look%20Company%20%28Staging%29/mtf1qrgwhsr8rgbachrn.jpg)

## **Planning Your Brand Activation Event**

  
What is a [brand activation](https://thelookcompany.com/blog/in-store-brand-activation-elements-for-successful-campaigns) or marketing activation and what do you need to keep in mind to launch a successful event?  
Brand activation events provide retailers with an opportunity to meet their audience in person and gain a true understanding of their expectations of the product and their reaction to the brand's messaging.

And if the event has been designed thoughtfully, it creates a lasting impression of the brand in the shoppers' minds. 

If you're planning an experiential, branded event, here are some points to keep in mind: 

*   **Set clear objectives  
    **What is the goal of organizing the activation? Is it to launch a new product or variant? Or to create brand awareness in a new segment of your audience? You may also use a brand activation event to test a new market or a different sales strategy. Whatever your goal may be—make sure you articulate it clearly.
    
*   **Pinpoint the target audience accurately  
    **Do you have your audience personas right? Fine tune the demographic and behavioral profile of the target audience, as this will point you toward the next steps—selecting suitable activities and venues.
    
*   **Choose the right type of experiential event activities  
    **The most crucial consideration is the type of event you want to host. It must resonate with your target audience and align well with the goal you have set for the event. 
    
*   **Choose the ideal venue  
    **Where do you want to hold the event? Think of where your target audience is likely to be present or would **like to be** present. Consider the ambiance that will wow your audience or put them at ease. Also, evaluate practical points such as accessibility and capacity.
    
*   **Budget all aspects carefully  
    **What resources do you need for the experiential activities for your event? The main cost headings tend to be the cost of hiring a venue, production of brand signage and product displays, and the cost of swag bags, prizes or giveaways for event participants.
    

  

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1706298718/The%20Look%20Company%20%28Staging%29/cdnqazgdiic11bbeh9ql.jpg)

## **Crafting a Memorable Brand Activation with Display Systems**

Once you have all the elements of your brand activation event strategy planned out, it's time to bring it all together with visually stunning graphics, immersive brand stories, and memorable displays.

The Look Company has delivered attention-grabbing displays and bold graphics for brand activation events across North America.

*   For a truly immersive experience, try our visually stunning vibrant building wraps or window treatments to cover your venue's external facade.
    
*   Our custom [lightboxes](https://thelookcompany.com/products/lightboxes) provide highly engaging backlit imagery to create a warm and inviting ambiance for indoor venues. Our lightboxes are available in custom sizes and configurations and feature energy-saving LED lighting systems and easy-to-change fabric prints.  
    

TLC's [modular display systems](https://thelookcompany.com/products/display-systems) allow your visual merchandisers to create temporary pop-ups, booths, kiosks, walls, and partitions so you can design innovative spaces for different activities and experiences at your event.

[The Look Company](https://thelookcompany.com/) crafts cohesive visual engagement solutions using innovative displays and immersive graphics for various types of events, such as in-store activations, annual events, product sampling, swag campaigns, contests, and pop-up stores.

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1706298782/The%20Look%20Company%20%28Staging%29/zmk9wbgodflgppw8ffni.jpg)

## **Executing and Measuring Brand Activation Success**

  
At The Look Company, we also offer our clients [end-to-end services](https://thelookcompany.com/products/services), from design to project management and installation, to help you bring your branded event to life!

Our team of experienced specialists has successfully delivered thousands of projects worldwide. Rely on us to help you come up with innovative branding solutions for brand activations, visualization through technical CAD drawings and customized visual engagement solutions for your venue.

Our [project managers](https://thelookcompany.com/products/services) can coordinate the entire project from start to finish to ensure quality deliverables on time and at scale. We'll even collaborate with external partners and other stakeholders for your event.

A comprehensive analysis of KPIs can help you measure how successfully your goals were met. 

Here are some examples of measures you can use to gauge the effectiveness of your brand activation strategy:

*   How many people attended the event? Compare this to your expected number.
    
*   If your event included free trials, product demos, or live bookings, get a measure of the response to these activities. 
    
*   Conduct a post-event feedback survey to collect qualitative data. Check if attendees were satisfied with the event. Ask attendees what they would like to see or experience in future events.
    
*   Monitor your social media channels for mentions of the event. Evaluate the sentiment about the event on social channels. Measure likes, comments, and shares for content related to the event to assess the overall engagement. 
    
*   Finally, compare your overall online and offline sales figures for a select period before and after the event. (Remember that the effect on sales can appear sometime after the completion of the event.)
    

  

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1706298868/The%20Look%20Company%20%28Staging%29/tiqcrh9nuvpbkvks3pdg.jpg)

## **The Look Company: Activating Brands in Retail Environments**

  
[The Look Company](https://thelookcompany.com/) offers a comprehensive range of innovative visual engagement solutions for your [brand activation](https://thelookcompany.com/blog/in-store-brand-activation-elements-for-successful-campaigns) event. 

We transform indoor spaces into unforgettable brand experiences with bold graphics, lightboxes, and innovative display solutions.

[Reach out to us](https://thelookcompany.com/contact) to discuss your brand activation event objectives, and watch us work the magic to elevate your event to an unforgettable brand experience!

Mastering Brand Activation Events: A Guide for Retail Success

[City dressing](https://thelookcompany.com/markets/sports-and-events#city-dressing) campaigns provide interactive and engaging experiences that resonate with fans on an emotional level.

These may include fan zones at a live sports arena or product sampling booths where fans can see and experience a product or exciting city dressing elements at prominent places such as airports, hotels, city markets and squares, or other high-traffic areas. 

[Experiential sports marketing](https://thelookcompany.com/markets/sports-and-events) goes far beyond traditional marketing activities. 

Experiential activities allow fans to interact with each other and connect with the teams or sponsoring brands, creating lasting memories and recall of the sporting event and the associated supporting brands. 

In this article, we discuss the importance of city dressing as an experiential sports marketing technique and how TLC's [sports branding solutions](https://thelookcompany.com/markets/sports-and-events) can contribute to building a strong brand for live events, sports teams as well as sponsoring brands.

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1688570635/The%20Look%20Company%20%28Staging%29/lugregq8kyjvor0ojfzh.jpg)

## What is City Dressing? How Does it Create Memorable Brand Experiences?

  
Marketers and brand managers are realizing the potential of experiential marketing techniques and are starting to prefer immersive and interactive activities to the more passive traditional forms of advertising.   

City dressing is emerging as an essential tool for sports marketers and includes event branding outside the main sports venue to promote, attract and engage visitors and the community. 

[The Look Company](https://thelookcompany.com/markets/sports-and-events) helps event organizers, sports teams and sponsors to increase their visibility and [build brand awareness](https://thelookcompany.com/blog/sports-event-branding-solutions-the-brand-awareness-powerplay) using branding elements such as street banners, flagpoles, temporary kiosks, pop-up displays, building wraps, vehicle wraps and branded crowd control barriers for pedestrians.

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1688570761/The%20Look%20Company%20%28Staging%29/cjojlqqsqwha55gbjlnx.jpg)

Here's how city dressing establishes [event branding](https://thelookcompany.com/blog/3-main-phases-of-delivering-sports-event-branding) and helps build awareness of upcoming sports events:

*   City dressing elements such as [street banners and flagpoles](https://thelookcompany.com/markets/sports-and-events#city-dressing) at airports, train stations and other prominent locations display the event logo, brand colors, and sponsor logos.
    
*   City dressing also reinforces and enhances recall of the event's dates, venues, and sponsors in the minds of local fans and residents, creating anticipation and excitement about the events.
    
*   Vibrant visuals and immersive experiences at various city locations contribute to event branding, sponsor branding, and the overall [fan experience.](https://thelookcompany.com/blog/how-graphic-displays-elevate-the-fan-experience-in-stadiums-and-sports-fields)
    
*   Sports teams can establish a strong visual identity throughout the city using creative branding, brand storytelling, and other experiential activities to reinforce the team's brand positioning.
    
*   Event sponsors can leverage city dressing elements to create a strong positive association between their brand, the fans, and the city.
    

  
**PRO TIP:** Leverage live sports events for brand activation campaigns. Read this article on how [mega sporting events are a perfect match for brand activation campaigns](https://thelookcompany.com/blog/how-sporting-events-are-a-perfect-match-for-brand-activations).  

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1688570822/The%20Look%20Company%20%28Staging%29/fxxlzvli5ygdobdyxr5q.jpg)

## Experiential Sports Marketing: How City Dressing Fosters Engagement

  
Connecting with fans and engaging a city's residents to evoke enthusiasm about a sports event is one of the major goals of city dressing.

One study shows that [64%](https://sproutsocial.com/insights/data/social-media-connection/) of consumers want brands to connect with them, while 49% expect brands to bring people together toward a common goal.

*   Event organizers use city dressing to adorn the host city with sporting imagery, immersive experiences and attractive displays that generate excitement and evoke the emotions of fans. 
    
*   City dressing allows [sponsors to showcase their brand](https://thelookcompany.com/blog/creating-sponsorship-opportunities-at-sports-events-venues) and align with the excitement and energy of a major sporting event.
    
*   Strategically placed event banners  and informational displays throughout a city create an engaging environment for residents and visiting fans. This emotional connection builds loyalty and drives fan engagement. [Wayfinding signage](https://thelookcompany.com/markets/sports-and-events#wayfinding) gives fans the information they need to find the venue and access other key areas for the event.
    
*   City dressing elements foster a sense of community and pride in city residents as they start associating the event brand with their city.
    

**Read more:** Learn about [TLC's exterior event branding solutions](https://thelookcompany.com/markets/sports-and-events#city-dressing) to drive fan engagement.

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1688570958/The%20Look%20Company%20%28Staging%29/wf17reslhz5zsyexkzjv.jpg)

## Best Practices for Implementing City Dressing in Sports

  
Implementing city dressing campaigns for a sporting event starts with meticulous research and planning. 

Here are some best practices to help marketers, organizers, and sponsors succeed with experiential sports marketing.

*   Clearly outline an overall strategy to maximize brand visibility and foster fan engagement.
    
*   Identify key locations in the city that are ideal for high brand visibility and will maximize reach to their target audience. 
    
*   Tailor and align the imagery, messaging themes, event branding design, and immersive experiences to the interests and preferences of the target audience for maximum engagement and impact.
    
*   Set down campaign budgets and execution timelines and closely monitor them with meticulous project management.
    
*   It is vital to have a good understanding of local regulations and have buy-in from city authorities for executing city dressing. Obtaining necessary permits and permissions ensures compliance and prevents hurdles during the campaign. 
    
*   Finally, garner support from the city's residents and fans!
    

At TLC, we offer a full range of [integrated services](https://thelookcompany.com/markets/sports-and-events#services) with a global team of experienced specialists to transform event venues and sports environments into engaging and memorable brand experiences.  

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1688571067/The%20Look%20Company%20%28Staging%29/drdhlfjzo7xtvau3k7ar.jpg)

## TLC: Leverage the Power of City Dressing for Experiential Sports Marketing

  
A well-planned and flawlessly executed city dressing campaign helps event organizers, teams and sponsors to achieve their business objectives.

And, when a major sporting event graces a city, the city and its residents benefit as well! Large events provide a boost to economic activity in the city. They drive tourism, bring in business for Food & Beverage (F&B) outlets and provide employment for many such as support staff and logistical personnel.

City dressing is fast growing into an irreplaceable marketing tool for branded events in the sports industry to enhance brand visibility, create an engaged community of fans, and create a memorable event experience for viewers and city residents. 

At TLC, we focus on delivering premium [visual engagement solutions](https://online.flippingbook.com/view/871540/), whether for brand activations, stadium branding or city dressing campaigns. Our solutions unify the look of events, stadiums, and teams, elevating the fan experience.

[Connect with our consultants](https://thelookcompany.com/contact) to discuss and plan exciting and immersive experiential sports marketing campaigns to drive brand awareness and fan engagement at your sports event.

City Dressing: Bringing Sports to Life with Experiential Sports Marketing

**_Summary:_** _Sports event branding is about creating an enthralling fan experience and a memorable event that is awaited year after year. Let’s look at how The Look Company provides teams, venues, and brands with stadium branding solutions and eye-catching graphics._  

* * *

  

**Sports event branding** has become an important aspect of strategic planning for sports competitions of any scale. 

Sports today is much more than entertainment; it is business. Players are not just athletes; they are professionals. Sponsors don't just expect logos at venues; they look for fan engagement.

A successful event creates revenue for the organizers, a fanbase for participating teams, brand awareness for sponsors, and improves the earnings and popularity of star players. 

[The Look Company](https://thelookcompany.com/markets/sports-and-events) partners with teams, organizers, and sponsors around the world to build unique and innovative brand experiences.  

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1677698208/The%20Look%20Company%20%28Staging%29/t0abvzuyuela7mywyik5.jpg)

##   
Defining Sports Event Branding: The Brand Awareness Powerplay

How do you create an enthralling fan experience that is memorable and sought-after year on year?

The answer lies in sports event branding. It refers to the creation or development of the visual identity, messaging and image of the event, such that it becomes instantly recognizable and memorable and establishes a unique identity. 

It involves the creation of a logo, color schemes, tagline and other messaging, distinctive imagery themes and a central message that makes the brand stand out from others and appeals to fans as well as sponsors.

Sponsoring brands can score big points at a live sports arena with The Look Company's range of visual engagement solutions: 

[Stadium Branding](https://thelookcompany.com/markets/sports-and-events#stadium-branding) | [Interior Branding](https://thelookcompany.com/markets/sports-and-events#interior-branding) | [Event Branding](https://thelookcompany.com/markets/sports-and-events#event-branding)

##   
The Importance of Stadium Branding, Wayfinding, and Other Visual Engagement Solutions

  
Once the strategy behind the branding is established, an elaborate and well-designed process of execution begins.

Organizers must set the stage for a stunning launch, bringing together a complex combination of stadium infrastructure, marketing, merchandising, sponsor signage, and venue branding solutions. All of it must come together to deliver an incredible fan experience, rake in revenue and [provide value for sponsor brands](https://thelookcompany.com/blog/creating-sponsorship-opportunities-at-sports-events-venues).

For example, [The Look Company](https://online.flippingbook.com/view/871540/) was involved with NHL for the 2019 Tim Hortons Heritage Classic. Our team worked in collaboration with the NHL on the design, production and installation of [event branding solutions](https://thelookcompany.com/markets/sports-and-events#event-branding), including the pre-game experience, field-of-play signage, upper facias, retail, hospitality areas, hotels, and wayfinding signage. The Heritage Classic provided fans and players alike with an unforgettable experience within the venue and throughout the City of Hamilton.  

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1677698391/The%20Look%20Company%20%28Staging%29/qtxtgfkbhduprhb8wdak.jpg)

## Sports Marketing: Creating a Community of Loyal Fans

  
It's the fans that make or break a sports event. [A fan means everything](https://thelookcompany.com/blog/how-graphic-displays-elevate-the-fan-experience-in-stadiums-and-sports-fields) to organizers, participating teams and sponsors alike. When fans engage with a sports brand or team, it sets the cash registers rolling in more ways than one. 

If your branding strategy and execution are well-crafted, your local fanbase will wait for your upcoming event with great anticipation—and ticket sales will soar!

Teams send in their best players to battle it out in an action-packed live game. And sponsors will get an invaluable platform to generate brand awareness with graphic displays, wayfinding and other venue signage.  

Sports community building works because they create a heady mix of loyal fans passionate about the game, plus elements of glamor, business and creativity. 

Sometimes, the sports competition itself may be a larger brand than the sponsor's brand – for example, the Olympics. In that case, when the sponsor's brand rides on the larger brand and gains from its popularity.

In the case of smaller events, the sponsoring brand is larger—so the event gains from the brand's popularity. In either case, there is a strong branding power play at work.

Fan engagement in sports communities enhances brand recall and improves stadium attendance in the future. 

Take a look at some of The Look Company's sports fan engagement solutions:

[Kit of Parts](https://thelookcompany.com/markets/sports-and-events#kit-of-parts) | [Wayfinding](https://thelookcompany.com/markets/sports-and-events#wayfinding) | [City Dressing](https://thelookcompany.com/markets/sports-and-events#city-dressing)  

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1677698496/The%20Look%20Company%20%28Staging%29/ciycdujf0imrqdyqrd0b.jpg)

####   
**Here are our top 3 tips to successfully build your sports event brand:**

1.  Reinforce your sports brand with [visual engagement solutions](https://thelookcompany.com/markets/sports-and-events), including venue signage, stage branding, and field-of-play elements. Make sure it's unique, meaningful, authentic and consistent across every attendee touchpoint.
    
2.  Ensure that these are consistent across social media channels, the website and app, marketing emails, fan merchandise, and all other collaterals.
    
3.  Finally, remember that it isn't just about marketing collaterals and branded signage—it's about creating a memorable fan experience, which translates into business outcomes and a powerful brand identity for the organizers and sponsors.
    

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1677767075/The%20Look%20Company%20%28Staging%29/sxwgyrnnkudvjs4wseyi.jpg)

##   
TLC: Your Partner for Stadium Branding Solutions

  
Professional visual engagement solutions create a strong identity for your event and provide a unique opportunity to bring fans together with a sense of community.

[Get in touch with The Look Company today](https://thelookcompany.com/contact) for stadium branding solutions and stunning graphics to wow sports fans, their home teams, and the players themselves!

Sports Event Branding Solutions: The Brand Awareness Powerplay

**Summary:** The Look Company specializes in sports event branding and visual engagement solutions for live sports competitions. Read on to learn how we provide end-to-end services, from concept development to installation.

* * *

Dressing a stadium or live sports arena for sponsors' branding is no easy task. It is not just about putting up brand logos—but creating an awesome experience for fans, teams, and sponsoring partners.

The scale, complexity, and time pressures involved in delivering visual engagement solutions for venues of live sporting events is a highly specialized service.

To pull off effective sports event branding, you will need a partner with significant experience in executing visual displays and branding solutions for large events, staffed with trained and passionate specialists who can work with efficiency and accuracy while sticking to demanding deadlines.

[The Look Company](https://thelookcompany.com/markets/sports-and-events) has executed several large sports branding projects worldwide for over 2 decades, bringing innovative visual engagement solutions to the live sports and events industries.

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1672841884/The%20Look%20Company%20%28Staging%29/ra7u2szvkc5aswo34qsk.jpg)

## End-to-end Stadium Branding Solutions: From Concept Development to Installation

We transform your live sports event into an unforgettable experience. Our stadium branding process involves complete project scoping, concept development support from our experienced consultants, large-format printing, project management, and flawless on-site installation.

We can undertake stadium branding or rebranding projects of any scale and budget. Our bespoke solutions are designed to meet your requirements.

A dedicated project manager sees your stadium branding project through all its phases—from design to installation.

## 3 Phases of Delivering Sporting Event Visual Engagement Solutions

We offer a full range of integrated solutions and services—from concept development, setting brand guidelines, requirements scoping and end-to-end project management.

1.  Concept development
    
2.  Design & planning
    
3.  Project management & installation
    

Let's look at what happens at each of these stages in detail:

#### **1\. The concept development process**

  
Our concept development team supports you right from the time you have a design or concept in mind. We work with you through the ideation process, planning out the visualizations of the idea and collaborating with all stakeholders. We also develop brand guidelines to be followed throughout the project.

Many concepts we have worked with in the past have been a challenge to execute while maintaining print quality and ensuring easy changeability of graphics for different competitions, multiple matches and home teams in the same stadium. 

Take a look at how TLC executed a turnkey stadium branding solution for a new, state-of-the-art 30,000-capacity Mosaic Stadium, [home to the Saskatchewan Roughriders](https://thelookcompany.com/case-studies/saskatchewan-roughriders) of the CFL.

TLC worked on the project from the initial planning and conceptual stages to project scoping, design, engineering, production and installation to ensure quality and consistency.

Over 150,000 square feet of material was printed for the project.

The highlight of this project was a custom lightbox stairway—that showcased TLC's design ingenuity and impeccable installation. Proprietary 100mm extrusions on the lightboxes and vibrantly colored fabric prints created an effect far superior to the digital screens that were originally planned.

####   
**2\. Design & planning**

Our specialist teams step in at the design stage so we can guide you through the process of selecting the right types of signage, materials, and sizes to bring your idea to life. We conduct a site survey to audit the final space available for print graphics and study location plan drawings to create a full inventory of what types of signage and graphics will be required for the project.

**Our capabilities include the following:** 

*   Survey and CAD as-built drawings
    
*   Engineering to regulatory and physical requirements for weight, wind load, and facility standards
    
*   Technical drawings and product development services
    
*   Design application of brand and sponsor integration
    

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1672842019/The%20Look%20Company%20%28Staging%29/m5dhdxrce2dj7ry0gaci.jpg)

  
Take a look at how TLC supported [Tim Hortons Field](https://thelookcompany.com/case-studies/tim-hortons), working out a system that allows them to do a full stadium change-out of team-branded materials between games from the Tiger-Cats to Forge FC—the two teams that call the stadium their home.

We worked closely with business and football operations teams and developed visuals and design applications for the stadium, locker rooms and training facilities. Our project management team was responsible for the production and installation of every branded element at Tim Hortons Field.  

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1672842116/The%20Look%20Company%20%28Staging%29/mjjjsehwl7rqw1haj51a.jpg)

####   
**3\. Project management & installation**

With large branding projects involving multiple types of signage and graphic elements, project management is the key to keeping the focus on timely execution and avoiding budget overruns.

*   We prepare a detailed project plan, coordinate with various stakeholders, liaise with vendors, designers, and suppliers and seek the required approvals and certifications.
    
*   Next, we plan out the engineering needed to execute the design concept at the venue. 
    
*   Then, the designs are sent off for final printing. 
    
*   Finally, our skilled installation teams ensure a flawless finish to the signage and graphics.  
    

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1672842166/The%20Look%20Company%20%28Staging%29/qsvdpxemfa6a09gfupgd.jpg)

## TLC: The Specialists in Stadium Branding

The Look Company has achieved the [G7® Master Facility Targeted Qualificatio](https://thelookcompany.com/blog/g7-master-facility-targeted-qualification)n, so you can be sure that all your branding prints will be produced to the highest standards of consistency and quality in proofing, brand color management and print processes.

Vivid colors and bold prints on material with just the right texture are important elements of visual engagement solutions. TLC gets them right with award-winning print technology and an experienced studio team. 

Our vividly colored graphic prints create a focal point to attract attention and engage sponsors' target audience—including community visitors, home team supporters, and fans.

Here are some of the stadium branding elements TLC can customize for live sports arenas: 

*   Wayfinding signage to guide spectators
    
*   Custom-printed seat covers to stagger seating or block out rows of seats (or just create the right atmosphere!)
    
*   Field-of-play headwalls, fence scrim & scaffold branding
    
*   Banner stands, poles and branding for sponsored fan zones
    
*   Athlete tunnels, concourses, lounges & stage branding
    
*   F&B popups, floor decals and stair risers
    
*   Branded photo walls or media backdrops for stadium interiors
    
*   Printed sports memorabilia and fan zone graphics
    
*   Exterior event branding or city dressing
    

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1672842499/The%20Look%20Company%20%28Staging%29/mk5zgm73jxkqgw1qlnho.jpg)

The Look Company specializes in venue branding for sports competitions, visual engagement solutions for stadium interiors, and eye-catching print graphics for live sports events. 

We offer a full range of integrated solutions with a team of experienced specialists to [transform your sport environment](https://thelookcompany.com/markets/sports-and-events) into engaging and memorable brand experiences.

[Get in touch with TLC today](https://thelookcompany.com/contact) for stadium branding solutions and stunning event branding graphics to wow sports fans, their home teams, and the players themselves!

The 3 Main Phases of Delivering Sports Event Branding

When live sports or games are held in a stadium or arena, fans from all over the region (or world—if it's an international level game) throng to watch a game they love, support their home teams or cheer on their favorite player.

An estimated 130 million fans attend professional and college games annually. And a whopping seven out of ten sports fans can correctly identify a product advertised to them at a sporting event!

It's no wonder, then, that brand managers and marketers love stadium branding. It is a highly effective marketing strategy that helps businesses build a brand identity and create brand awareness within a captive audience of potential customers. It offers a wide variety of advertising opportunities.

You can showcase your brand in different formats and locations in and around the stadium, common areas, and commercial establishments like F&B outlets and merchandise shops.

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1668197349/The%20Look%20Company%20%28Staging%29/lszuehmolmcm6w3cphfd.jpg)

## What is Stadium Branding, and Why is it Valuable for Businesses?

Sports stadiums offer advertisers many opportunities for branding—from [locker rooms to VIP lounges](https://thelookcompany.com/markets/sports-and-events#interior-branding), team dugouts to parking areas and F&B hospitality outlets.

Businesses have the opportunity to have their brands displayed on any of these:

*   Large-format wall graphics
    
*   Flags and banners
    
*   In-bowl graphics such as vomitories, fascias, field-of-play headwalls
    
*   [Media backdrops](https://thelookcompany.com/markets/sports-and-events#event-branding)
    
*   Floor decals
    
*   [Wayfinding signs](https://thelookcompany.com/products/signs-and-banners) 
    
*   Stair risers
    
*   [Fence scrims](https://thelookcompany.com/markets/sports-and-events#stadium-branding)
    
*   Interactive fan zones
    

The bold, memorable [graphic signage and displays](https://thelookcompany.com/markets/sports-and-events) foster a lasting connection between fans, the venue and the teams that play in that stadium.

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1668197412/The%20Look%20Company%20%28Staging%29/gvedxjsndkdopwtzl33b.jpg)

## Some of the Main Advantages of Stadium Branding

*   You can create a design for stadium signage and reuse it for an entire season, attracting tens of thousands of eyeballs of a specific demographic in an essentially captive audience. 
    
*   Once the event begins, your audience can't turn off your ads or branded signage! Nor are they likely to leave (or switch channels!)
    
*   Stadium advertising signs are so cleverly placed that as the fans follow their favorite team or players on the field, they see the branded signage sub-consciously as they follow the game.
    
*   You need not worry about time slots like you do for radio or TV commercials, nor do you need to look at readership metrics like you do for magazines or distribution metrics like you do for newspapers.
    
*   You can rest assured that if there's a live sponsored event in a large national-level arena, it will be a packed house with thousands of passionate, cheering fans!
    

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1668197463/The%20Look%20Company%20%28Staging%29/yd2at23snbyxiyzzd53f.jpg)

## The Future of Stadium Branding: It's all About the Fan Experience!

Live games are back with a bang after a long hiatus. Per a [CNBC report](https://www.cnbc.com/2022/01/08/the-future-of-sports-stadiums-smaller-arenas-more-tech-greener.html), several sports leagues and teams are looking to upgrade their home venues or are looking for new stadiums. As a result, we could look at over $10 billion in investment for sports arena development by 2030. 

**That's a lot of potential space for branding and sports marketing.**

And indications are that the future of stadium branding is in improving the fan experience and not just creating brand awareness. 

For example, Harrogate Town (a League Two professional association football club) has appointed the club's first-ever Fan Engagement Manager to improve the matchday experience and keep fans engaged.

Sports events offer umpteen advertising and branding opportunities to reach thousands of eager fans in the right mindset to appreciate the brand experience. 

From college-level football stadiums, basketball arenas or baseball fields to professional-level NBA arenas and NFL stadiums, there is ample opportunity for any brand or business to find the audience that fits their advertising goals.

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1668197622/The%20Look%20Company%20%28Staging%29/z2qakwggvhceppmhunhs.jpg)

## Why do Companies Pay Millions of Dollars to Display their Brand at a Live Sports Arena?

A live event with their favorite team or players is an exhilarating experience for sports fans. Stirring anthems sung proudly, fans sporting their team's colors—almost like warriors ready for battle!

It's the ideal setting to get your brand before the eyes of your target audience.

The [fan experience](https://thelookcompany.com/blog/how-graphic-displays-elevate-the-fan-experience-in-stadiums-and-sports-fields) starts much before the game day. Fans book tickets way in advance. As soon as fans enter the stadium, they want to enjoy the experience: before, during and after the game. While the game and its intricacies are most important for the diehard fan, creating memorable and shareable moments is more important for many fans.

[Stadium branding](https://thelookcompany.com/markets/sports-and-events#stadium-branding) offers a unique opportunity to foster a sense of community, belongingness and pride in the home team. The shared experience is fed by the energy and passion of both players and fans, creating a lasting emotional connection between the fans, the community and the home team.

Fans are driven by this emotional connection and a perceived sense of shared value or goals. Together they root for their team with visible passion and emotion.

Sports advertising is a unique opportunity for sponsors to tap into a sense of community that cannot be matched. 

The best companies market their brands to sports fans based on this deep connection and the experience the fans want at a live event. This is a powerful marketing tool for businesses. Fans start associating the home team with the brand that is advertised in the stadium. 

For example, if a big brand like Starbucks sponsors a stadium's wayfinding signage, fans will remember the branded signage and associate Starbucks with the stadium. Consequently, they're left with a feeling that Starbucks is directly connected to their favorite home team (and, therefore, to the fans themselves!).

Advertisers must carefully map out the potential journey of the sports fan during a live event. Starting from their arrival and entry into the stadium, through their experience during and post the game and their interactions at fan zones, F&B stations, and team merchandise shops. If they work on improving every aspect of the fan experience at these touchpoints, they can yield branding benefits far beyond their investment.

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1668197681/The%20Look%20Company%20%28Staging%29/ebgy0o6fuxjayjfhbee9.jpg)

## In Summary

The Look Company specializes in [visual engagement solutions for sports events](https://thelookcompany.com/markets/sports-and-events) and live arenas. Our vividly colored graphic prints, modular framing solutions, and other printed graphics promote, attract, and engage visitors from the community, home team supporters and fans of the game.

Here are some of the [stadium branding](https://thelookcompany.com/markets/sports-and-events) elements TLC can customize for live sports arenas: 

*   Branded photo walls or media backdrops for stadium interiors
    
*   Printed sports memorabilia and fan zone graphics
    
*   Exterior wayfinding signage to guide spectators
    
*   Field-of-play headwalls
    
*   Athlete tunnels
    
*   Floor decals and stair risers
    
*   F&B popups
    
*   Banners and branding for sponsored fan zones
    
*   Exterior event branding or city dressing
    

[Get in touch with TLC today](https://thelookcompany.com/contact) for stadium branding solutions and stunning event branding graphics to wow sports fans, their home teams, and the players themselves!

Sports Stadium Branding to Turn Heads in 2023

**_Summary:_** _Brand activation campaigns are of various types: in-store activations, outdoor events, product sampling, pop-up stores, or social sharing by a brand ambassador. Read on to learn about the 4 key elements you need to include in your in-store brand activation campaign and how TLC's visual engagement solutions bring your brand to life._

* * *

**Table of Contents**

1\. Why is a brand activation campaign important for your marketing strategy?

2\. The 4 key elements you need for a successful brand activation campaign

*   Entertain, delight, or surprise
    
*   Interactive, experiential approach
    
*   Emotional connection with the audience
    
*   Share-worthiness
    

3\. TLC: Supporting a range of brand activation campaigns

* * *

Brand activation campaigns create awareness about your brand or products—in a way, they 'activate' your brand. However, some branding experts look at it from a different perspective. Activation campaigns are typically geared toward forming personal, emotional connections between the brand and its target audience. So, these are campaigns that 'activate' your target audience rather than activating your brand.

Whichever way you choose to look at it, brand activation campaigns are invaluable in your marketing activities and your overall branding strategy.

## Why is an In-Store Brand Activation Campaign Important?

Gen Z audiences are a savvy lot who are easily turned off by traditional advertising. Instead, they look for unique experiences and authentic engagement with a brand. Craft a brand activation strategy to reach out to your target audience and forge a long-lasting and meaningful bond that turns a prospect into a brand fan.

The key to brand activation success is to make sure your customers feel like you understand them and are genuinely invested in their success.  

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1666894396/The%20Look%20Company%20%28Staging%29/b4dk4uekzjc0ki9jwfsr.jpg)

## The 4 Key Elements You Need for a Successful Brand Activation Campaign

Successful activations need multi-touch, multi-point brand experiences that allow customers a chance to interact and engage with your product or service in a memorable way.

**1\. Entertain, delight, or surprise**

There aren't any takers for boring brand messages. So, aim for delight! Entertain the audience, spark their interest, or surprise them in a way that makes the experience memorable. We recall messages better when we can emotionally relate to them. And all this calls for immense creativity. For example, according to an article in [Harvard Business Review](https://hbr.org/2015/11/the-new-science-of-customer-emotions), after a major bank introduced a credit card for Millennials that was designed to inspire emotional connection, card usage increased by 70% among the segment, and new account growth rose by 40%.

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1666894501/The%20Look%20Company%20%28Staging%29/z7c7aflsr3rq0zx3fhzd.jpg)

**2\. Interactive, experiential approach**

An activation can be any promotional event or activity that allows the audience to interface with the products, have a face-to-face interaction with the brand's representatives, and get a first-hand experience of the brand. Think product demos, trade shows, annual events & conferences, or even contests with giveaways. According to industry professionals, the no. 1 most successful marketing tactic is an experiential marketing campaign or event ([38.34%](https://financesonline.com/experiential-marketing-statistics/)).

If you can get audiences to experience the brand with one or more senses, such as touch, taste or smell, it generates higher brand recall. Brand activation events or campaigns leverage this principle and engage audiences using sensory or experiential techniques. [70%](https://financesonline.com/experiential-marketing-statistics/) of consumers become repeat customers after an experiential marketing event. [Talk to TLC for brand activations:](https://thelookcompany.com/brand-activations) We help you bring your brand to life with experiential and immersive retail display solutions.

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1666894579/The%20Look%20Company%20%28Staging%29/x4wnnhrh06zqzrwmq6k0.jpg)

**3\. Emotional connection with the audience**

Successful brand activation campaigns focus on the audience, not the product! Marketers are constantly looking for new ways to create a meaningful connection between their brand and the target audience. For example, an apparel retailer experienced a [threefold growth in sales](https://hbr.org/2015/11/the-new-science-of-customer-emotions) in the same store when they reoriented their merchandising to their most emotionally connected customer segments. Base your brand communication on some insight about your target audience so they connect with it and relate to it emotionally. For example: Launch a brand ambassador program and use storytelling to make your brand personable and relatable. [Weave a story](https://thelookcompany.com/blog/perfect-the-art-of-storytelling-in-your-retail-environment) around how your brand was born, where a product comes from, or how it makes their customers' lives better. TLC helps brands create experiential in-store displays. Appealing to the sense of sight, we design and print visually [stunning images on fabric](https://thelookcompany.com/products/fabric-and-frames) and use striking [lightboxes](https://thelookcompany.com/products/lightboxes) to attract shoppers.

**4\. Share-worthiness**

A social element works well to spread the word about your brand, create a viral effect, and generate a buzz. An in-person event or engaging activation campaign that prompts audiences to share their excitement on social media amplifies your brand's message. Studies show that [98%](https://financesonline.com/experiential-marketing-statistics/) of consumers create digital or social content at experiences and events, while [100%](https://financesonline.com/experiential-marketing-statistics/) of consumers share the content they create. Use instagrammable displays and selfie stations to encourage audiences to share their photos and videos of your event or retail environment in a fun and relatable way.

Your brand ambassadors can also use social media messaging and word-of-mouth effectively to drive brand awareness. Social sharing is a type of digital activation that you can leverage to expand your brand's reach to audiences without any geographical boundaries. For example, use TLC's fabric [on-wall treatments](https://thelookcompany.com/products/fabric-and-frames) for a high-impact display. Our [dye sublimation prints](https://thelookcompany.com/blog/dye-sublimation-fabric-printing) create stunning, vibrant, photographic quality imagery to entice shoppers to click away! Complement these with our [lightbox solutions](https://thelookcompany.com/products/lightboxes) for bold backlit colors that light up your store and grab shoppers' attention.

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1666894662/The%20Look%20Company%20%28Staging%29/wdasjcviv2ur1sicj85r.jpg)

## TLC: Supporting a Range of Brand Activation Campaigns

[Brand activation](https://thelookcompany.com/brand-activations) experiences can be of various types: in-store activations, annual events, product sampling, swag campaigns, contests, pop-up stores, or social sharing by a brand's fans and brand ambassadors. All of them aim to increase brand awareness and engagement.

For example, according to [Business Insider](https://www.businessinsider.com/pop-up-shops-are-an-effective-retail-tactic-2019-6), pop-up shops helped retailers improve market visibility by 51% and increase sales by almost 50%. 

Brand ambassadors are highly effective in spreading the word about your brand to a connected, engaged audience, and they often use visually engaging communications to trigger a buzz. For example, TLC can help you create a stunning in-store visual experience that your brand ambassador can capture and share with their network. 

Brand ambassadors love talking about our stunning retail displays and sharing photos of our visually engaging graphics!

Connect with TLC for visual engagement solutions to bring your [brand activation campaign](https://thelookcompany.com/brand-activations) to life with immersive brand experiences.

In-Store Brand Activation: Successful Campaigns Include 4 Elements

**_Summary:_** _Brand activations at sports events are an opportunity for authentic engagement with fans. TLC builds a cohesive visual engagement strategy for activation campaigns. Read on for some valuable tips to successfully activate your brand._

* * *

Live sports events offer brands a can't-miss opportunity to connect directly with sports fans, who are also their target audience and provide authentic engagement opportunities that are hard to come by in any other element of their marketing strategy.

Targeted [sports event sponsorship](https://thelookcompany.com/blog/creating-sponsorship-opportunities-at-sports-events-venues) allows brands to achieve first-hand insight into their target audiences' consumption behavior and preferences.

## Live Sports and Mega Sporting Events: It's a Numbers Game

Top brands actively look for sports sponsorship opportunities and use mega sporting events for brand activations. Why?

Before the pandemic in 2018, 16.67 million fans attended NFL games in the U.S., with each team welcoming an average total of more than 521,000 spectators to their home games.

According to the Nielsen Global Sports Marketing Report 2022, sports sponsorships were up [107%](https://sponsorship.org/nielsen-releases-2022-global-sports-marketing-report/) in 2021 and drove an average [10% lift in purchase intent](https://sponsorship.org/nielsen-releases-2022-global-sports-marketing-report/) among the fanbase. 

The global sports market is expected to grow from $354.96 billion in 2021 to [$501.43 billion in 2022](https://www.businesswire.com/news/home/20220308005867/en/Global-Sports-Market-2022-to-2031---Featuring-Maruhan-Life-Time-Fitness-and-Liberty-Media-Among-Others---ResearchAndMarkets.com) at a compound annual growth rate (CAGR) of 41.3%. It is expected to reach $707.84 billion in 2026 at a CAGR of 9%. 

As a demographic, [sports fans](https://thelookcompany.com/blog/how-graphic-displays-elevate-the-fan-experience-in-stadiums-and-sports-fields) are unmatched in the passion and engagement they bring to the game. That's why brand activations at sports events are vital in marketing plans for top brands.

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1655741194/The%20Look%20Company%20%28Staging%29/mipr3nfjngqcchgczbne.jpg)

## Brand Activations at Sports Events: Authentic Engagement with Fans

When you plan a [brand activation](https://thelookcompany.com/brand-activations) campaign, you're looking to create brand awareness, reach more people in your target segment and gain direct access to potential customers when they're in a receptive state of mind. Sports sponsorships boost your campaign's reach and have a lasting impact. Sports sponsorships also foster brand loyalty more subtly and effectively than other marketing tactics and ultimately increase sales. Brand activations at sports events tick off all the right checkboxes!

## 5 Tips for Planning Successful Brand Activations

In a crowded retail market, brand managers look for every additional touchpoint or opportunity to get eyeballs for their brand campaigns. Apart from branding displays and signage, [The Look Company](https://thelookcompany.com/brand-activations) helps brands build a cohesive visual engagement strategy for brand activations at sports venues and their surrounding environments.

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1655741273/The%20Look%20Company%20%28Staging%29/kma5jomt0wjoxrmzhugy.jpg)

## #1 Carefully Select the Right Sports Events to Sponsor

Pick a sports event whose audience is a great fit for your brand or product. The most important consideration when you plan a brand activation campaign is that your sponsorship goals should match the characteristics of the fan demographic attending the event. The perfect activations are those that align the characteristics of the fan audience with the needs of the sponsor.

David Arnold, Professor of Marketing at London Business School and author of The Handbook of Brand Management, highlights the importance of establishing a clear link between the brand and the sport.

A brand mismatch distracts customers from the game and the players they love.

He gives the example of Wimbledon: "IBM is a great brand match for Wimbledon," he says. For 27 years, [IBM has been the official IT supplier to Wimbledon](https://www.london.edu/think/4-tips-to-ace-sporting-sponsorships), supporting its data and statistics. Its tagline 'Helping Wimbledon in their pursuit of greatness' fits the game as well as its own corporate values. 

At TLC, our [concept development](https://thelookcompany.com/products/services) team includes seasoned experts in crafting unique brand solutions for sports environments. Speak with us before you plan your brand activation campaign, and let our experts recommend the best-fit solutions for your needs.

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1655741332/The%20Look%20Company%20%28Staging%29/p7hwe7hao4p4nhuqisuh.jpg)

## #2 Plan Engaging Fan Experiences for High Brand Recall

Plan activities that either entertain or delight fans, draw their attention to your product or brand or make an emotional appeal to their aspirations.

Here are some ideas to create an engaging and memorable experience for fans:

*   Exclusive fan experience zones with team support walls, fan quizzes or surveys, and digital leaderboards with live scores or championship ratings.
    
*   Contests with gifts or lucky draws with sports memorabilia giveaways.
    
*   Surveys or post-event registration forms with discount coupons for team souvenirs, branded team t-shirts, caps, and more.
    
*   Interactive kiosks with branded, gamified content to keep boredom at bay while they wait for the event to begin. 
    

[Take a look at how designers at TLC transformed the Tim Hortons Field](https://thelookcompany.com/case-studies/tim-hortons), home of the Hamilton Tiger-Cats of the CFL (Canadian Football League). Stadium concourses showcasing the current sponsors, branded corporate suites, locker rooms, and training facilities were outfitted with impactful graphics and rapid changeout display systems.

Retail stores and kiosks within the stadium were designed to capitalize on spontaneous point-of-sale purchases. The Alumni Lounge, the Coors Light Banquet Bar and The Canadian Football Hall of Fame were outfitted with stunning backlit lightboxes, immersive SEG fabric prints, custom pin mounted letters, plaques, and logos.

## #3 Design Shareable Experiences and Use Branded Props to Amplify Your Brand's Reach

When fans take selfies at a sports stadium, what do they do with them? Share them, of course! Focus on providing opportunities to share photos, videos or WOM (Word of Mouth) experiences to increase the reach of your brand and campaign. Branded photo booths or photo walls for instagrammable moments are a great idea.

Another simple yet effective way to amplify your reach: Hand out free branded props that fans can use during the game to cheer on their teams. Each time fans cheer a goal or win, your branding is captured in photos, videos, live streams, match replays and post-event content, amplifying your brand's reach well beyond the live audience!

## #4 Use Event Branding Print Solutions and Graphics to Support Your Brand Activation Campaigns

TLC delivers [event branding and visual display systems](https://thelookcompany.com/markets/sports-and-events) to support your brand activation campaigns:

*   Sponsored graphics for in-stadium flags, fence scrims, field-of-play headwalls, athlete tunnels, locker rooms and lounges.
    
*   Customized branded kit of parts, media backdrops, instagrammable fabric & frame walls, temporary pop-ups and tents.
    
*   Creative wayfinding signage that incorporates your brand or product in a witty or meaningful way.
    
*   Branded crowd control barriers for pedestrians and other city dressing such as building wraps and facades.
    

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1655741516/The%20Look%20Company%20%28Staging%29/m1aajraas7pe8zvyt6mx.jpg)

We transform live sports events into unforgettable experiences. Brands can use temporary pop-ups, [building wraps and facades](https://thelookcompany.com/markets/sports-and-events#city-dressing), branded fence scrims and other display solutions to activate their brands in an electrifying and memorable atmosphere.

## #5 Look for Opportunities to Partner with Other Brands

Brand collaborations make good sense when you're reaching millions of people. Pick a brand or product that is strategically synergistic with your brand and launch co-branded promotions at the event. This way, both brands reach a newer base of loyal audiences and gain better recall at a lower cost.

*   Co-branded F&B (Food & Beverages) booths and hospitality areas.
    
*   Tailgating experiences in collaboration with F&B brands to offer tasting samples or collaborations with celebrity chefs for chef-led cook-offs.
    
*   Product sampling or testing drives that collect customer information for post-event customer connections.
    
*   Pop-up bars with branded banners, floor decals and sponsor's logos.
    

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1655741591/The%20Look%20Company%20%28Staging%29/blxhtokh4jcv4uxs8p2k.jpg)

## TLC: Your Partner in Brand Activations at Sports Events

TLC delivers brand activation solutions with a definite wow factor!

Many brands struggle to come up with ideas to create an engaging and memorable experience for fans. [The Look Company](https://thelookcompany.com/) helps you move beyond regular merchandising displays and visual display solutions to a structured brand activation plan at mega sporting events.

Our visual engagement solutions and our expertise at live events and sports venues provide you with cohesive branding for your brand activation campaign across the stadium and team zones, [elevating the fan experience](https://thelookcompany.com/blog/how-graphic-displays-elevate-the-fan-experience-in-stadiums-and-sports-fields).

We have a long track record of supporting national and international sports. We have provided branding and signage solutions at various high-profile sporting events, including the FIFA Club World Cup 2019™.

We are proud to announce that we have been confirmed as a [Regional Supporter of the FIFA World Cup Qatar 2022](https://thelookcompany.com/blog/tlc-regional-supporter-fifa-world-cup-qatar-2022)™, in an agreement covering North and Central America.

[Talk to TLC](https://thelookcompany.com/contact) for a full range of integrated services with a global team of experienced specialists to transform event venues and sports environments into engaging and memorable brand experiences.