[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:** 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

**Summary:  
**_Pop-up stores are ideal for creating a buzz with experiential branding and testing new markets. Discover how TLC's adaptive display systems and high-quality graphics make your brand 'pop' and bring your pop-up store idea to life!_

* * *

Pop-up stores are an adaptive, flexible, and short-term strategy to create a buzz about your brand or experiment with new markets.

While pop-ups are used extensively by small businesses that don't have a permanent brick-and-mortar store or by online retailers, large brands also find pop-up stores effective in engaging with brand fans and for experiential branding. 

Create successful pop-ups using The Look Company's customizable adaptive display system. Our [modular frame systems](https://thelookcompany.com/products/display-systems) can be easily configured to create walls, displays, and temporary kiosks, with graphic elements that are easy to change out. High-quality visual displays help you generate buzz about new promotions, create brand awareness and drive sales of seasonal and in-vogue products.

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1660663923/The%20Look%20Company%20%28Staging%29/zv4jrpcsdf4j6bwlculj.jpg)

## Designing Displays for Pop-Up Stores

Pop-up stores may be temporary, but when it comes to visual merchandising and displays, they need the same [retail](https://thelookcompany.com/markets/retail-solutions) design expertise as any large physical store. And in fact, pop-ups demand greater creativity – you can't afford to go wrong when you have only a limited amount of time to display your products or services in that location!

## Display Systems for Successful Pop-Up Stores

Pop-up stores need display systems that are easy to assemble, with racks and fixtures that are easy to move to different locations and graphic displays that are easy to set up.  

TLC delivers [award-winning print graphics](https://thelookcompany.com/blog/the-look-company-wins-gold-bronze-and-best-in-show-at-fespa-awards-2020) and innovative display solutions for pop-up events, creating memorable retail experiences for your target markets.

Our bold and vibrant [SEG fabric prints](https://thelookcompany.com/products/fabric-and-frames) are easy to change as they stretch over aluminum extrusion frames. The printed fabric panels are wrinkle-free and can easily be folded and stored once your pop-up event is over.

With retail graphics solutions from TLC, it's easy to launch a pop-up event and [create stunning thematic displays](https://thelookcompany.com/products/fabric-and-frames) to attract your target customer base and entice them to buy your products. 

Our [state-of-the-art lightboxes](https://thelookcompany.com/products/lightboxes) and immersive, large-format SEG prints will create an air of brand exclusivity around your pop-up store!

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1660665383/The%20Look%20Company%20%28Staging%29/kfhpvecuzlw8s01hn3y9.jpg)

## Bring Your Fabulous Pop-Up Store Ideas to Life with our Graphic Displays

Trendy, attractive pop-up stores drive foot traffic and give retailers a chance to engage with their existing customers and attract a new customer base.

But to do all this successfully, you need a robust visual merchandising strategy and execute the pop-up store design and architecture in a way that truly makes your brand 'pop.'

Custom graphics, lit or non-lit promotional displays, [floor decals and banner stands](https://thelookcompany.com/products/signs-and-banners) are elements that contribute to the success of your pop-up store.

Pop-ups are usually located in spaces where people are passing by, so you need to be able to communicate your brand's offerings in a few seconds to grab their attention before they move past your booth.

*   **Start with an interesting idea** for your store or [pick a theme or story](https://thelookcompany.com/blog/perfect-the-art-of-storytelling-in-your-retail-environment) which you can use in your visual merchandising. Engage shoppers and build an emotional connection with them!
    
    ![](https://res.cloudinary.com/fortyfournorth/image/upload/v1660664142/The%20Look%20Company%20%28Staging%29/okobiiveprrxfotxob4c.jpg)
    
*   **Find an appropriate location** for your pop-up store or event and partner with a company specializing in [visual merchandising and retail display solutions](https://thelookcompany.com/) to help you create stunning, modular pop-up displays.
    
*   **Design memorable** [**graphic signs and banners**](https://thelookcompany.com/blog/exploring-custom-retail-signage-for-branded-environments)**.** Ensure the [graphics](https://thelookcompany.com/products/signs-and-banners) you use in your pop-up store are large and easy to read. Include enough information for someone to quickly grasp what you are selling at a glance and entice them to stop and discover more! For example, use overhead banners for better visibility from a distance instead of table-level signs that passers-by can easily block. 
    
*   **Use backlit displays and clear pricing signs**. TLC offers [custom lightboxes](https://thelookcompany.com/blog/fabric-lightboxes-tell-the-story-your-customers-want-to-be-a-part-of) that create a stunning visual effect using SEG printed fabric and a next-gen LED lighting system. Choose from a range of custom sizes and shapes with a variety of hanging, wall-mounted, or self-standing options, that are ideal for pop-up stores.
    
*   **Create an instagrammable wall** to encourage shoppers to take a snapshot and share it with their family and friends. Use our [SEG printed media backdrops](https://thelookcompany.com/products/fabric-and-frames) in stretch matte fabrics to create your selfie-worthy branded wall! Available in different sizes and custom formats, our instagrammable backdrops give your brand a 'social' flair!
    
*   **Create a** [**sensory experience**](https://thelookcompany.com/blog/retail-immersive-experiences-to-guide-purchase-decisions) to convert visitors into customers. Encouraging interactivity with your products is a winning sales strategy! For example, allow shoppers to try out a perfume, taste a product or sip a beverage while they browse. 
    

**Make an event out of it!** Imagine a pop-up party event on a specific day! Invite guests for that day, and have simple, low-cost giveaways with a high perceived value. Make it interactive and engaging!

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1660664072/The%20Look%20Company%20%28Staging%29/dqwyem4bgyzwxvb1jb0m.jpg)

## TLC: Your Preferred Print Partner for Eye-Catching Pop-Up Displays

[The Look Company](https://thelookcompany.com/) offers a range of visual engagement solutions to bring your pop-up idea to life! From modular framing systems to eye-catching lightboxes and changeable fabric displays, we have the perfect visual merchandising solutions and ideas for pop-up stores!

[Talk to our retail specialists today](https://thelookcompany.com/contact) for modular partitions, printed fabric displays, customizable frames, and more ideas for your pop-up store.

Visual Merchandising Ideas for Pop-Up Stores

**_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.

How Sporting Events are a Perfect Match for Your Brand Activations

The Las Vegas Market is the premiere cross-category shopping environment for gift, home décor and furniture. The Look Company worked to outfit several mattress manufacturers' destinations with its premiere line of display products tailored specifically for furniture and mattress storefronts. These include:

*   Custom Freestanding Headboards
    
*   Custom Walls and Partitions
    
*   Innovative Lightbox designs
    
*   Modular Display Systems
    

The modular display system included parts that are easily changed and reconstructed based on the store design concept. The nature of the display components allow for multiple uses and increased functionality. Current and relevant images for future in-store campaigns and promotions can be swapped out with ease.

Events

City Dressing: Bringing Sports to Life with Experiential Sports Marketing

The 3 Main Phases of Delivering Sports Event Branding

Visual Merchandising Ideas for Pop-Up Stores

How Sporting Events are a Perfect Match for Your Brand Activations

Las Vegas Market Summer 2019