CSM Live

BULLSEYE: ELEVATING THE FAN EXPERIENCE AT PADDY POWER WORLD DARTS CHAMPIONSHIP 2023/2024

Sarah Hanson — Wed, 31 Jan 2024 16:42:29 +0000

Over December and early January, Professional darts captured the attention of a global audience with the largest viewing figures EVER. The Paddy Power World Darts Championship, the showpiece event in the PDC calendar, took place from 15th December 2023 – 3rd January 2024 at the stunning Alexandra Palace, London.

Tens of Thousands of fans travelled to “Ally Pally” for the most prestigious event in Darts, which saw the world’s top darts players compete to be crowned World Champion. The atmosphere was electric, with fans cheering and chanting for their favourite players. It was a thrilling experience, witnessing the skill and precision of the world’s top darts players in action as they battled it out for the coveted title.

Paddy Power took over the whole of the venue and with their vibrant green branding making sure there was no doubt on who was sponsoring the event. For those fans who didn’t fancy the walk up the hill, free branded taxis were provided to give them a head start on getting to the front of the queue. The Great Hall saw for the first time a dedicated fan activation village which connected Paddy Power, Darts and most importantly the fans, together, to give everyone attending an experience they wouldn’t forget. . For those lucky enough to have secured what was undoubtedly ‘The Hottest Ticket In Town’ it was the perfect setting for thousands of fans in fancy dress to gather for a night filled with entertainment. As the lights went down, the music began, and the crowd roared in anticipation for the start of the show.

Those incredible surroundings were the fruits of our wonderful Experiential team’s labours, who responded to Paddy Power’s creative brief to plan the design of the Complete venue, fan village and activation zones. More than 4,000 pieces of artwork were produced to dress Ally Pally, and all akyprint items have either been put into storage for next year or recycled. The entire fan village has been put into storage for next year’s championships along with as many other branding elements as possible. There were take homes for fans to enjoy too, with more than 130,000 pieces of merchandise won during the tournament.

CSM managed the incredible transformation of turning Ally Pally green, with enormous external archways and lighting installed within a 58 hour install window. The Fan Village build, took around 43 hours to install and dress in the week leading up to the event.

Around 90,000 fans visited Ally Pally over the course of the Championship, with Paddy’s Bulls-Eye challenge being the most popular activation with just under 10,000 participants, with 11 winners bagging £500 each for scoring 2 consecutive bullseyes. . Fans entering the village also contributed to over £5000 in donations to Prostate Cancer UK.

Needless to say, we were delighted and proud to play our role in bringing the tournament to life, working on behalf of the title partner Paddy Power to turn the iconic Alexandra Palace into a sea of green.

“What a World Championship this was! it had everything; excitement, drama and Paddy Power. At CSM we are really proud to have been part of this, helping Paddy Power deliver an experience like no one before. From Creative to execution we are truly grateful for our involvement, the power of collaboration when two great businesses come together in CSM and Paddy Power just shows what can be achieved.” – Paul Hicks, Director of Experiential and Events

From creative, studio, fabrication through to project management, the team did a phenomenal job on producing, delivering and managing such a headline project.

Check out this drone video for a snapshot of the work… and bring on the next Championships!

The post BULLSEYE: ELEVATING THE FAN EXPERIENCE AT PADDY POWER WORLD DARTS CHAMPIONSHIP 2023/2024 first appeared on CSM Live.

SOCIAL IMPACT: POWERING POSITIVE CHANGE THROUGH PARTNERSHIPS

Sarah Hanson — Tue, 19 Dec 2023 12:10:21 +0000

Last month, we hosted a social impact event with an esteemed panel focusing on the justifiable expectation for businesses to demonstrate a care for societal and environmental issues. Nowhere is that more apparent than in the world of sport and entertainment, an industry celebrated for its ability to bring people together, create positive change and inspire a better world. Modern fandom now demands results not just on the ground, but off it too.

In the midst of a cost-of-living crisis and with participation rates in sport falling in the UK, are brands, rights holders and federations doing enough to support the communities they seek to serve? This was the overarching question we delved into, as our expert panel discussed why companies should be investing in purpose-led partnerships, who they will benefit and how to ensure these partnerships result in meaningful impact for those who need it the most within the sporting industry.

The panel was hosted by Stacey Knight, CSM Live’s Commercial and Marketing Director, who was joined on stage by Stuart Ramsey, RFU Commercial Director, Michelle Dite, The All England Lawn Tennis Club, Operations Director, Rob Young, CEO and Founder Switch The Play and Ray Nowak, Bromley Borough Foodbank Community Mobilisation Coordinator.

The discussion kicked off with a general question regarding why it is incumbent upon organisations today to care about social impact. For Stuart, not only is there a moral and ethical case, but also a business one: “Getting involved with (social impact) helps improve staff retention and acquisition.”

Naturally, commitments to social impact and supporting a certain cause requires investment, and the conversation soon turned to how businesses can make the case for financing these commitments, when up against scrutiny on profits and the bottom line.

For Michelle, the answer lies in stakeholder buy-in. Referencing the tradition and history of the All England Tennis Club, Michelle conceded that debate and difficult conversations would be a feature of any social impact strategy – “the AELTC is steeped in history and started off as a private members club”, but having everyone pull in the same direction will produce results. She continued: “It takes time and patience, but you do all need to get into a collective mindset, for everyone to buy into it, so you can activate your purpose.”

For Rob, the beauty of investing in social impact is the snowball effect that often comes with it. His Switch the Play Foundation is the only charity in the UK that supports sports people to transition to a life outside of sport. Alongside that, though, each of the athletes they support are also encouraged to invest and support their local community.

“We know the power of sport can have such an impact but our community can also have an onwards impact as well. Part of our work is to help sports people identify what their social impact purpose is and the best way for them to-do that and have a voice that has an onward impact. Having a double impact on community and enlarged community.”

And its not just charities who can shift the dial on social impact. Major events are another platform for creating change, and none more so than Invictus Games. Michelle Dite was involved in its early years, and she spoke to its incredible impact. What started out as a route to recovery for wounded, injured and sick service men and women, soon turned into a “galvanized community of emotionally charged and able individuals rediscovering a sporting environment” and all the benefits that come with that.

Similarly, Rugby World Cup 2025 – being hosted in the UK, is likely to be a catalyst for the growth of women’s rugby in this country, and for Stuart, the real goal here is encouraging participation: “These major moments are catalyst for change, which kickstarts people getting involved. We at the RFU have a number of programs whether it’s getting girls all around the country to get involved and their community clubs welcoming them in or rugby united and going to black and Asian communities, showing them that rugby is a sport for all.“

By this point, the benefits of social impact were obvious, and it was time to look at the strategy behind creating impactful, long term partnerships. In other words, what does successful social impact look like?

For Stuart, authenticity was the key. “Brands need to concentrate on value alignment.” He referenced how sport, given its influence, is often seen as a “shortcut” by brands to reach their consumers, but when it comes to social impact “if you are seen as unauthentic, short term and it looks like you’re only doing it for logo slapping all of the good work will get diminished.” A brand doing it well, to Stuart’s mind, was Aldi through its ‘Get Set and Eat Fresh’ program with Team GB, which has been running since 2016.

It was a point reinforced by Ray, who spoke of achieving authenticity by ensuring organisations “involve people in the project with actual lived experiences” of what you are trying to achieve, which will create more depth, credibility and meaning.

As with Aldi and Team GB, any successful outcome requires collaboration amongst different stakeholders. Driving effective social impact is difficult to do in silos – an experience Ray spoke to with their work at the Bromley Borough Foodbank. In the midst of a cost-of-living crisis, the demands placed on the foodbank have increased. With that increased demand, Bromley has had to look at “the social contracts between us and social services…. we’re seeing the foodbanks having to deal with mental health issues, family breakups and domestic violence coming from poverty and food scarcity. We’re not equipped to do this and meant to be temporary service, operating at a smaller scale. However we’re finding and creating ways to operate like a bigger business and help with these issues.”

It was a point echoed by Rob who said “we see similar challenges within the Switch The Play Foundation. We had something recently where a couple of athletes needed more support than we could offer them and that puts in challenges as our driving force it that a person needs help, we’re going to help them but we can’t do them alone.” Charities partnering with other charities and coming together to better support and help the community.

That brought to a close an incredibly insightful discussion. A huge thank you to all members of the panel, who spoke candidly and helped bring to life what good social impact looks like.

The post SOCIAL IMPACT: POWERING POSITIVE CHANGE THROUGH PARTNERSHIPS first appeared on CSM Live.

ISLANDERS EMBRACE THE OUTDOORS

Sarah Hanson — Wed, 13 Dec 2023 16:28:51 +0000

The New York Islanders NHL ice hockey franchise has taken inspiration from what will be only its second Stadium Series game by unveiling plans for The Park at UBS Arena.

The Islanders have joined forces with healthcare provider Northwell, a team sponsor, along with the New York Racing Association (NYRA) and USA Hockey on what will be a 155,800-square-foot, season-long, outdoor experience that will introduce the first two public pond hockey rinks to the local community.

UBS Arena opened in November 2021 as the new home of the Islanders. Situated within the heart of Belmont Park, the home of NYRA’s historic racecourse, The Park aims to take advantage of this unique setting in a bid to create something special for hockey fans of all ages.

The first rink, named the Northwell Pond, features a sheet of natural ice. It will host a series of 4v4 pond hockey tournaments following USA Hockey guidelines, catering to youth and adult divisions at various competitive levels. The second rink, dubbed the Isles Pond, will host Learn to Skate, Learn to Play, and Try Hockey for Free programmes. Ninety-minute public skate sessions will also be offered on both ponds.

Dan Craig, who was the NHL’s Facilities Operations Manager for 23 years, overseeing the ice for more than 30 NHL outdoor games, will deliver the ponds for the Islanders. The Isles Pond will be constructed using synthetic technology created by Global Synthetic Ice, ensuring season-long accessibility.

Heading outdoors at MetLife Stadium

Set to open on December 27, prior to the Islanders game against the Pittsburgh Penguins, delivery of The Park at UBS Arena comes as the franchise prepares to get its skates on in an outdoor setting once more.

In June, it was announced that MetLife Stadium, home of the NFL’s New York Giants and New York Jets, would host two NHL games next February as part of the league’s Stadium Series. The regular-season games will see the New Jersey Devils take on the Philadelphia Flyers on February 17, before the New York Rangers face off against the Islanders the following day.

Next year’s Stadium Series will mark the first time that four NHL teams have played outdoor games at the same venue in front of fans. “The Islanders are proud to be part of this season’s outdoor Stadium Series game and look forward to expanding on this great platform by bringing pond hockey to our backyard,” said Islanders Executive Vice-President, Nick Pizzutello.

“We are excited to give all Islanders fans the opportunity to bring our deep-rooted, pre-game traditions to UBS Arena.”

The pre-game place to be

The offerings at The Park will extend beyond the activities taking place on the outdoor rinks. For Islanders home games, The Park will offer fans a special pregame experience. Similar to College Gameday, MSG Networks’ Islanders Pregame Show will broadcast live from the venue, while the team will also host watch parties for select road games.

Between the two rinks will sit an outdoor Beer Garden adorned with twinkly lights, fire pits, and lawn games, with the team promising that this will be “the place to be” before Islanders fixtures. The VIP Igloo Garden will be a hospitality area featuring six 12-foot wide heated and furnished igloos.

Along with food trucks, guests will be able to play a variety of vintage carnival games and win Islanders-themed prizes, while the Isles Lab Swag Shack pop-up store will be installed.

Community events

Delivery of The Park comes with Belmont Park itself set to undergo an extensive redevelopment project. Home of US horse racing showpiece the Belmont Stakes, the NYRA has said the redevelopment will be “one of the most significant racetrack construction projects in modern memory”.

“Community events and activities will play a central role at the new Belmont Park,” said David O’Rourke, NYRA President and CEO.

“This partnership between NYRA and the New York Islanders will advance that mission by providing our neighbours with easy and affordable access to ice skating and hockey in the Belmont Park backyard. We’re excited to help grow this new initiative and look forward to welcoming kids and families to The Park.”

Image Credit: New York Islanders

The post ISLANDERS EMBRACE THE OUTDOORS first appeared on CSM Live.

INTER MIAMI MARKS MESSI MILESTONE

Sarah Hanson — Wed, 13 Dec 2023 16:27:36 +0000

Supporters of Major League Soccer (MLS) club Inter Miami CF were able to celebrate Lionel Messi’s historic eighth Ballon d’Or win last month with an engaging evening of fan-facing activities.

Inter Miami’s legendary number 10 and captain joined the club earlier this year, and fans have lapped up the opportunity to witness the World Cup winner’s talents on the field.

On November 10 at Inter Miami’s DRV PNK Stadium, in Fort Lauderdale, Florida, a celebration was held to mark Messi’s eighth Ballon d’Or win, with the trophy presented to fans ahead of a night of planned festivities.

The ‘Noche d’Or’ event also featured a friendly against New York City FC, followed by a night of partying.

Magic Messi’s gold carpet entrance

The Ballon d’Or trophy is awarded to the male footballer that is considered to have performed the best over the past season. Messi has previously been voted as the best player in the world in 2009, 2010, 2011, 2012, 2015, 2019 and 2021.

During his prolific career, Messi has won 10 Spanish LaLiga titles, seven Copa del Rey trophies and the UEFA Champions League four times. With his home country of Argentina, he won the 2021 Copa América and the 2022 FIFA World Cup in Qatar.

Ahead of the friendly and the night of celebrations, the former Barcelona and Paris Saint-Germain player was welcomed to the pitch by Inter Miami managing owner Jorge Mas and brother Jose Mas, as well as MLS Commissioner Don Garber, after walking down a gold carpet laid out in front of him.

A new chapter for Inter

During his speech, Jorge Mas said that Messi had not only started a new chapter in his life, but had also written “a new chapter in the history” of Inter Miami football club.

In his own speech to the adoring crowd, Messi said: “I had no doubts we were going to have fun, we were going to enjoy. And today I have no doubts, just like in the beginning, that next year will be much better. We’re going to keep on having fun, keep on winning titles.”

Messi featured in the entirety of the friendly against NYCFC, which ended in a 2-1 loss for the home side. Despite this, the crowd still celebrated their eight-time Ballon d’Or winner with gusto.

An afterparty at the stadium’s hospitality offering, XBTO NW Club, featured specialty food and beverage options, meaning fans could continue the celebrations into the night.

With the theme being gold to match Messi’s trophy, there were also gold fireworks lined up for the event. Not only this, but in a nod to the eighth Ballon d’Or victory, $8.88 Ballon d’Or margaritas were on sale for fans to really get into the spirit of the party.

Inter Miami CF to take on Asia

With a focus on catering to Inter Miami fans worldwide, the MLS club has also announced that it will be traveling to Asia in February for its first-ever international tour. The team are set to play a match against ‘The Hong Kong Team’, which will feature players from the Hong Kong First Division League.

The match will be held at the 40,000-capacity Hong Kong Stadium on February 4.

Fans will also be able to purchase tickets to watch an open training session the day before the game.

Image Credit: Hayden Schiff / CC BY 4.0

The post INTER MIAMI MARKS MESSI MILESTONE first appeared on CSM Live.

REFLECTING ON OUR FORMULA E TEAM’S SUCCESSFUL NINTH YEAR

Sarah Hanson — Thu, 23 Nov 2023 14:52:11 +0000

The 2023 ABB FIA Formula E World Championship season 9 saw another action-packed year of exhilarating electric motor racing. This season we witnessed the debut of Gen3 cars, several E-Prix’s in new locations, and McLaren and Maserati joined the fight for the championship.

Our incredible FE team once again did a phenomenal job of project managing, producing and delivering spectacular trackside branding across all 11 race locations, including four new destinations, Hyderabad, Cape Town, Sao Paulo, and Portland.

The On-site team is composed of 4 Project Managers and 7 Installation Managers who oversee the local crews, as well as vinyl specialists and carpenters. None of this would be possible without our behind-the-scenes team, Production and Logistics, whose work allows us to produce a seamless final product.

Here in London, we have delivered around 7.5 kilometers of track branding including vinyl & debris panels, 180 flags, up to 6km of scrim as well as a separate wayfinding project, media backdrops and Race Control. The team have also delivered multiple bespoke installations including bridges, gantries, team garages and hospitality fitouts.

A huge part of our company culture revolves around sustainability, values that are embodied by Formula E. This is why a large portion of our installations are made up of recyclable materials and reusable items, with the team able to push the dial on sustainability in the following areas:

70% of flags are being reused
90% of scrim is being reused
1800+ metal structures are being reused (backdrop frameworks, flag structures, and wayfinding structures)

27.6% waste recycled; 11.4% went to energy recovery
Trialled a recycling supplier that turns plastic into building blocks – sent 1.12 tonnes of plastic waste which helped create ~6000 concrete blocks

Our containers travelled 117,999.18km by sea

For Season 10, we are reusing 701 flags, 610 flag structures, 226 framework structures, 1013 wayfinding structures, and 20km of scrim

“I have now completed my second season on the Formula E account and since then have got the opportunity to work at 9 different race locations. Working on this particular account is special as you get the chance to learn about different cultures and understand how other suppliers may choose to operate. A highlight for me in season 9 was having the opportunity to travel to Cape Town which was a new race location for Formula E. The stunning scenery overlooking the race track and incredible food was an experience that I will never forget! With this being a new venue it was an incredible achievement to of installed over 140 flags, 63 Wayfinding items and 15 backdrops with a variety of sponsors and hospitality designs. Moving into season 10 I am looking forward to new race locations and many more exciting challenges.” Jasmin Cornish – FE Project Manager

“I have managed the Formula e account since September 2014, having been involved in the delivery of all 116 races. We have now completed Season 9 which was the most challenging I can remember, with 4 new venues, 3 of these in a row; Hyderabad, Cape Town & Sao Paulo which was extremely demanding for all of the team. The CSMlive project team overcame many problems and late requests during the season, along with dealing with some extreme weather conditions. This season as with all previous years the team worked hard and delivered to a very high standard with a great attitude and attention to detail. They should all be very proud of what they have achieved.” Graham Woolmer – Project Director, Formula E Team

For the world’s leading automobile manufacturers, the ABB FIA Formula E World Championship provides an elite motorsport platform to advance electric vehicle innovation, and we are proud to be a part of it.

Our team looks forward to the challenges that lie ahead and is thrilled to be part of this world-class sport. Join us in Season 10 for even more thrills and excitement

The post REFLECTING ON OUR FORMULA E TEAM’S SUCCESSFUL NINTH YEAR first appeared on CSM Live.

COPA LIBERTADORES’ CARNIVAL ATMOSPHERE HITS THE BEACH

Sarah Hanson — Thu, 23 Nov 2023 13:10:46 +0000

The Copa Libertadores final earlier this month was an intense and fiery affair, with Brazil’s Fluminense facing off against Argentina’s Boca Juniors in an intense 2-1 win that had it all: extra time, late drama and two red cards.

To complement the feisty contest at the 79,000-capacity Maracanã Stadium, organisers CONMEBOL (South American Football Confederation) needed a fan zone that could rival the atmosphere.

Memorable atmosphere

Located on Rio de Janeiro’s famous Copacabana Beach, the fan zone featured numerous activations to whet the appetite before the big match. In the week leading up to the game, the fan zone showcased the Copa Libertadores trophy, allowing fans to witness the ultimate prize.

The fan zone, which replicated the shape of the Copa Libertadores trophy, featured a museum and mini stadium, celebrated South American gastronomy, and offered live performances from DJs alongside a host of other experiences.

Free entry was available to fans, giving them the opportunity to get into the spirit ahead of the big game – and while the party started on Copacabana Beach, it continued with Fluminense delighting the locals by winning the trophy for the first time in the Campeonato Brasileiro Série A club’s history.

“CONMEBOL comes every year, investing a lot in the growth of South American football, and the final of our main club tournament deserves an activation of live marketing of the size of the passion that the fans of this continent have for football,” says Marcelo Vouga, CONMEBOL’s brand experience project leader.

Rich history

Copacabana Beach has a history of featuring as a hub of fan-facing activities. During the 2014 FIFA World Cup in Brazil, the beach welcomed 20,000 visitors to its huge ‘Fan Fest’, featuring food, drink, music and entertainment, as well as a big screen for public viewing.

Two years later, Copacabana was showcased as the home of beach volleyball during the Rio 2016 Olympic Games, with a temporary three-sided stadium giving spectators a memorable view of the action, as well as the Atlantic Ocean. Indeed, the facility attracted widespread praise for capturing the spirit of the Games whilst showcasing elite-level sport, demonstrating vividly how creative event organisers can leverage a destination’s natural attributes.

Following the success of the fan zone for the culmination of the Copa Libertadores, the concept will be replicated in other locations in the future, according to Vouga – and all eyes will be on activations surrounding CONMEBOL’s upcoming events on the calendar.

Image Credit: Januzzi Filmes

The post COPA LIBERTADORES’ CARNIVAL ATMOSPHERE HITS THE BEACH first appeared on CSM Live.

SVNS TO OFFER RUGBY FESTIVAL EXPERIENCE

Sarah Hanson — Thu, 23 Nov 2023 12:42:45 +0000

World Rugby will aim to take the sevens format of the sport into a new era next month when its revamped SVNS series launches in Dubai, promising to “bring the biggest party to town” for event hosts.

Title sponsored by HSBC, which has backed rugby sevens for the past 12 years, the SVNS concept is a rebirth of the World Rugby Sevens Series, which first launched in the 1999-2000 season. SVNS will debut at The Sevens Stadium in Dubai on December 2-3, with the Australian city of Perth joining Madrid as a new host of what will now be officially dubbed ‘festivals’ featuring 12 men’s and women’s teams sharing the global stage at the same location.

The 2023-24 season will also take in stops in Cape Town, Vancouver, Los Angeles, Hong Kong and Singapore, before culminating with the Grand Final in the Spanish capital.

Commenting on the rationale behind the revamp, Greta Cooper, World Rugby Director of Experiential, told Fan XP: “Over the past 20 years the Sevens Series has provided an excellent platform to grow the game, and created many unforgettable moments in spectacular destinations around the world, which led to the pivotal moment of the sport being added to the Olympic programme for the Rio 2016 Games.

“HSBC SVNS is the start of a new era for rugby sevens and an opportunity to elevate its profile to a new level. There has never been a more exciting time for the short-format game, which is proven to attract new participants and fans to the sport, particularly in emerging nations, as World Rugby continues its strong commitment to growing the global game for all as we move towards the Olympic Games Paris 2024.

“Rugby sevens players are some of the greatest all-round athletes on the planet, combining dynamism, speed, strength, agility with incredible rugby talent and crowds can expect fireworks, jeopardy and end-to-end drama on the pitch as sevens is taken to a whole new level in 2024.”

A festival atmosphere

Off the field, World Rugby has pledged that SVNS will combine rugby, music, food, and wellbeing to attract a new generation of audiences through a festival-style experience. Showcasing cuisine and culture, each SVNS destination will “celebrate its unique local flavour”.

There will also be a range of competitive and social sports for all at SVNS festivals, from non-contact rugby to functional fitness, with every event set to deliver something different.

Cooper said: “With a bold ambition to supercharge rugby’s global reach and appeal by being more relevant and accessible to younger, leisure-hungry audiences, HSBC SVNS events will combine rugby with a festival atmosphere, dialling up the entertainment and cultural elements to create a must-attend experience, in some of the world’s most attractive locations.

“We will amplify the activations surrounding the sport; by creating relatable content and unforgettable experiences that are rooted in promoting wellbeing and sociability. HSBC SVNS has a unique proposition that we are utilising to differentiate us from other popular events – at HSBC SVNS you are free to fully express yourself and enjoy it in a way that makes you feel good, for example dressing in costumes is welcomed and encouraged.

“Ultimately, we are seeking to bring the biggest party to town from sunrise to sunset. With rugby at the core, we are creating a precinct of experiences that are a destination drawcard for 18 to 34-year-old passion points within entertainment, food and drink, and mass participation.

“An attendee’s day could now start with entering our Turf Games functional fitness competition testing their amateur fitness and meeting a fellow like-minded community.

“Taking your seat in the bowl to watch the on-field action is set to offer a dedicated Party Stand and a new dynamic line up of sports presentation entertainment; whilst traditional hospitality has been reimagined with the introduction of Next Level Experiences – featuring a lounge called the Spring Hotel (pictured), embodying a USA boutique party with all the fun of 70s Spring Break.

“When the on-field action takes a break, a quintessential Beach Club with design cues from our sun filled locations such as Perth and Cape Town, will be the place for sunset sessions featuring a line-up of DJ beats, food and drink that combine for a party atmosphere.

“The traditional food and drink concourse trucks have also been reimagined as street food will come together with theatrical and musical integrated entertainment, taking inspiration from Madrid’s tapas culture and Singapore’s Deji street.

“It’s an offer that is also unique in the sports entertainment world. HSBC SVNS is about empowering people to feel their best and be their best, building and uniting new communities and offering a release.”

Unifying the event experience

Cooper states that the experiential activity for SVNS will be focused within the event environment, as opposed to establishing broader fan experience opportunities across the host cities.

For the first time in rugby sevens history, all locations will be unified under the same approach, meaning that the overall experience is the same. World Rugby has opted for this strategy to optimise commercial revenue for reinvestment, with a particular eye on targeting young adults.

Cooper explained: “Creating consistency across the events is key to building a successful brand focused and connecting with the 18 to 34-year-old target market. However, each destination will have its own unique flavour and experience for fans to enjoy.

“The ambition of the global team is to create a global brand instantly recognisable around the world. Centrally we will also deliver unified and diversified, rugby and lifestyle ‘always on’ content that connects each event to the next.

“We can also create in venue experiences that ensure we are continuing to raise the bar – attracting more fans who dwell longer and have up-close experiences with rugby.”

Competition changes

On the pitch, following consultation with players, fans, broadcasters and unions, the competition format has been revamped. The top eight placed teams, based on cumulative series points, at the conclusion of Singapore SVNS will secure their opportunity to compete in the new winner-takes-all Grand Final in Madrid, where the women’s and men’s SVNS champions will be crowned.

Madrid will also play host to the relegation play-off competition where teams ranked ninth to 12th will join the top four teams from the World Rugby Sevens Challenger Series. The top four placed teams of this play-off will secure their place in the following season’s SVNS.

Under the new model, SVNS delivers gender parity with all seven rounds and the Grand Final featuring combined men’s and women’s competitions and equal participation fees, with a 70% uplift in World Rugby’s investment in participation fees as a commitment to sustainable growth.

The City of Madrid in March secured a three-year deal to host the Grand Final, with Mayor José Luis Martinez Almeida claiming it will be the most significant sporting event the city will stage in the coming years.

Estadio Cívitas Metropolitano, the home of LaLiga football club Atlético de Madrid, will be the setting from May 31 to June 2. Cooper said additional “special plans” for the Grand Final are currently being developed, adding that fans should “watch this space” to find out more.

Image credit: World Rugby

The post SVNS TO OFFER RUGBY FESTIVAL EXPERIENCE first appeared on CSM Live.

5 MINUTES WITH ANDREW MOIR

Sarah Hanson — Thu, 16 Nov 2023 11:06:12 +0000

Tell us a bit about your role at CSM Live?

As Head of Golf, I oversee the work CSM Live provides clients at some of the largest golf events taking place throughout Europe and the Middle East. We work with many clients; however, my time is primarily dedicated to ensuring that the work we provide The R&A and the European Tour Group is the best in the industry. I have a great team of project managers and it is my job to ensure they have all the tools they need to oversee successful delivery of each of our projects.

I hear that you are coming to the end of an incredible year, what have you and the team been up to?

Absolutely. 2023 has been amazing – in fact, it’s been the busiest year ever in golf at CSM Live. We started the year in Abu Dhabi working on the inaugural Hero Cup and we now end our year back in the UAE for the DP World Tour Championship, which is the final event of the 2023 DP World Tour season. In between, we have delivered three other events in the UAE and over 30 different projects in Europe, including the Ryder Cup which took place in Rome in September. Indeed, much of 2023 has seen work dedicated to delivering the branding and wayfinding for the Ryder Cup, and I couldn’t be more proud of the team for their dedication and graft which yielded a truly extraordinary looking event. In short, with more events than ever before, most (if not all) of which were larger in scale than in prior years, it really was an incredible year for everyone who contributed to bringing these events to life.

You have worked on a wide range of golf projects over the years, which of those stand out for you?

It’s tough to pick one! I am extremely honoured to work on the biggest golf events in Europe and the Middle East. Each project we work on has its own nuances and reasons to enjoy what we do. It’s a pleasure to work on events in the UAE, Sweden, France, Italy, Ireland, and all over the UK and these locations bring with them different exciting experiences. The two events that do stand out would have to be The Open and the Ryder Cup. Providing the branding at the most prestigious and oldest golf competition in the world – The Open – is a great privilege. I grew up in the Northwest of England and had the opportunity to attend many Open Championships, so to then have the opportunity to work on making the famous championship look as good as it does is what dreams are made of. The other pinch you moment is the phenomenal work we do for the biggest team golf event in the world; the scale of our work for the Ryder Cup is mammoth and the most recent edition in Rome was phenomenal.

Can you tell us about your journey to your current role at CSM Live?

After working over in the States for 9 years, I returned home to work on the 2012 Olympics. It was during that year I attended the BMW PGA Championship, and while enjoying the golf at Wentworth, I was thinking about what I will do once the London Olympics were over. I came away from that event with the ambition to be involved in making sporting events look and feel as amazing as possible. So, after navigating through multiple operations and marketing consultancy roles in sporting events, I finally ended up working for CSM Live (formally Icon). There, I began working on multiple sporting events, but I knew that golf was where I wanted to be. After working on my first golf event in 2017, I made the full time move into the golf team at CSM Live. In 2018, along with work on the Scottish Open, DP World Tour Championship and 2018 Ryder Cup, I managed the work we provided the BMW PGA Championship – the very event where 6 years earlier I made the decision to refocus my career to sports event branding. I have now been involved in the BMW PGA Championship for the past 6 years.

What do you do in your spare time?

My work takes up a significant part of my life because I genuinely enjoy what I do. But when I can switch off, my time is dedicated to my beautiful family – my wife, 4-year-old son and 9-month-old daughter who bring me so much joy. Oh and if I can fit in a round of golf or two, then that’s a welcome bonus.

How has golf branding developed over the years?

Prior to working in golf, I had the opportunity to work in many amazing sporting events. The Commonwealth Games, European Games, Olympics, Rugby World Cup, Grand National in Horse Racing, London Series in NFL – all of which are branded to a very high level. I would say that golf was lagging these leading events slightly. However, the attention to detail to the branding and overall finish has vastly improved over the past 10 years, to the point where I would now say it is as good or potentially better than what I have seen in any other sport. In fact, others now look at what we do in Golf as the gold standard.

What do you see in the future?

The sport of golf is in a healthy position. By that I mean, we’re seeing peak demand from spectators, record-breaking sums of prize money and the media attention and participation that naturally come off the back of that. This perfect storm means I only see more sponsors and media outlets getting involved, all of whom require exposure and will continue to demand that events look as premium as possible. As a result, I can see growth in opportunities that partners will take to ensure their events evolve. We are dedicated to working with those partners, driving forward and evolving to ensure that each year we continue to raise the bar. In parallel, sustainability is now a significant consideration and has already become a big part of how we plan, not just for each event but for multiple events, including how hardware can be utilised to avoid single use elements and embrace the circular economy of reusing as much of the branding assets year on year. So, really the sport as whole is doing the right thing and it’s a pleasure to be a part of it.

The post 5 MINUTES WITH ANDREW MOIR first appeared on CSM Live.

‘PARTY COURT’ PLANS IN EXTENDED AUSTRALIAN OPEN

Sarah Hanson — Tue, 24 Oct 2023 13:16:21 +0000

The Australian Open enters a new era as a 15-day tournament for its 2024 edition, and organisers are looking to raise the bar for what is already acknowledged to be one of the best fan experiences in world sport.

Earlier this month, Tennis Australia revealed that the opening grand slam of the season will become a 15-day event for the first time next year, with a view to ending the late-night finishes that have concerned both players and fans.

The Melbourne Park-based tournament will now take place from January 14-28 next year, with a Sunday start increasing the number of sessions in the three arenas from 47 to 52. This year’s Open set a new record attendance for a grand slam, as 902,312 fans entered the gates across three weeks of competition.

AO Courtside Bar

In the wake of the tournament expansion announcement on October 3, Tennis Australia has detailed further improvements to the Open fan experience. Introduced this year, Opening Week, which was designed to solidify the Open as a three-week festival of sport and entertainment, is being enhanced for 2024.

This will include AO qualifying, daily Open practice sessions in Rod Laver Arena, four exhibition and charity matches, thousands of racquets given away to kids, and the return of Kids Tennis Day on January 13.

The AO Courtside Bar, a two-storey structure overlooking Court 6, will debut, with Australian Open tournament director Craig Tiley outlining the expectation that this will create a ‘party court’.

A concept that is being studied for a wider roll-out across Melbourne Park, the AO Courtside Bar will offer more than 400 fans an experience where they can choose from a drinks menu and enjoy gourmet bar bites by Sydney chef Joel Bennetts, with a bird’s-eye view of all the tennis action below.

A rotating roster of DJs will also be on hand to entertain during Opening Week.

Garden Square

Garden Square is also being expanded, with pavilions providing thousands of square metres of additional shade in an effort to make the tennis and entertainment more comfortable and enjoyable for fans.

“Presenting new and exciting ways for fans to enjoy the AO, and creating memorable moments is a signature of our event, it’s a big part of our point of difference and we can’t wait to deliver more terrific experiences in 2024,” Tennis Australia chief commercial officer Cedric Cornelis said.

“The new AO Courtside Bar will literally ‘raise the bar’ in our food and beverage offerings and we know fans will love the wining, dining and tennis from this new, elevated perspective.

“Garden Square, an icon of the AO and home to the Australian Tennis Hall of Fame, has also been reimagined. A stunning new shade pavilion and the rolling expanse of lawn will make it an oasis at the heart of the AO, where fans can comfortably enjoy an unforgettable day at the tennis.

“Also debuting in 2024 is the brand-new European marketplace, fittingly situated at the north of the precinct… as some of Melbourne’s most-loved Italian eateries bring ‘La Dolce Vita’ to the AO in January.”

Summer festival

A summer festival experience will take over Grand Slam Oval, with a variety of bars and food options at the renowned party precinct of the AO. The viewing experience will also be taken to the next level, with a giant screen displaying anamorphic illusions, making fans feel like they are in the front row of Rod Laver Arena.

For the younger fan, the AO Ballpark presented by Emirates will provide even more ‘racquet-in-hand’ experiences, with the new Hot Shots HQ offering Hot Shots Tennis and more ways to play. The Splash Zone, featuring an array of water-based activities, will be on hand, as will the eight-metre Emirates Sky Tower experience – a dedicated entertainment stage for kids and a sensory room.

An expanded Finals Festival will feature at John Cain Arena with the court transformed into a live music venue for the final four days of the AO, wrapping up what is always a highly anticipated event on the international sporting calendar.

The post ‘PARTY COURT’ PLANS IN EXTENDED AUSTRALIAN OPEN first appeared on CSM Live.

NASCAR FEELS THE SPEED WITH MIXED REALITY

Sarah Hanson — Tue, 24 Oct 2023 12:53:13 +0000

Motorsport fans will be able to experience an immersive race weekend from the comfort of their own home thanks to a new partnership between XTADIUM, a virtual reality (VR) sports hub, and US stock-car racing series NASCAR.

The 2023 NASCAR Cup Series Playoffs are available in mixed reality via Meta Quest VR headsets, with all 10 races featuring as part of the experience. Content will become available for fans to enjoy 48 hours after the conclusion of each event.

Eight camera angles are available for fans who will be able to view their surroundings. All eight screens are fully customisable and users can drag and drop the screens around their room to enhance their viewing experience.

Tapping into passion

For NASCAR, the goal is to tap into the renowned fandom that surrounds the series by reimagining fan engagement in the action.

“NASCAR fans are some of the most passionate sports fans in the world. We strive to engage with them in every way possible to experience the sport they love, whether that is through digital avenues like mixed reality and gaming, or physical experiences, such as garage access or driver meet and greets,” a NASCAR representative explains to Fan XP.

According to NASCAR, this is the first time a racing event of this kind has been viewable in mixed reality. The experiences are available on XTADIUM, a free VR app developed by company YBVR, which is accessible on all Meta Quest headsets in the US.

“This opportunity with XTADIUM allows fans to take the race experience and bring it to their homes,” the spokesperson continues. “They can see it from multiple views, while viewing eight distinct camera angles simultaneously, and have a really unique perspective on a race that is different from being at the track. Fans can customise the thrilling experience of NASCAR racing while still being in touch with what is around them.”

Immersive experiences

The spokesperson explains that the partnership with XTADIUM is a great way to combine real-life sport and immersive technologies.

“NASCAR will always push the envelope and explore the best possible technologies and partners for fans to experience the sport,” the spokesperson adds.

While there are only currently plans in place for the 10 NASCAR Cup Series Playoffs to be available in the format, the spokesperson reveals that there is potential to expand the offering.

“It’s not out of the question to expand the experience to all races, but nothing is concrete yet. As always, NASCAR will do everything possible to best engage its fans and attract new ones as well,” says the spokesperson.

The 2023 NASCAR Cup Series Playoffs rounds have already begun thrilling motorsport fans, with future rounds still to come for fans to enjoy in person, on screens and through mixed reality.

The post NASCAR FEELS THE SPEED WITH MIXED REALITY first appeared on CSM Live.