Stop thinking like a sponsor. Start thinking like a fan.

My wife is a runner. I am not.

Whilst watching this year’s London Marathon, I wondered if the highly visible, yet entirely passive sponsor brands were missing a trick. Surely the old sponsorship model of static logos and obligatory branded freebies is long overdue a reboot.

Brands have the power to shape and enhance the fan experience, yet despite the incredible potential of live sports and music events as prime opportunities to connect more deeply with audiences, most still fall short. Evolving the traditional model is about more than visibility; it’s about emotional connection. Create a moment I’ll remember, and I’ll repay you with my time, my loyalty, and my money. Hell, I might even post about it on my socials… sounds good, right?

Some brands and agencies do get it. Brand Experience is no longer a nice-to-have, it’s a strategic pillar for those looking to make a lasting impact. Rather than just slapping on a logo, brands are building immersive, interactive moments in and around event spaces. Think fan zones with games and simulators, exclusive VIP access, or meet-and-greets with artists and athletes. It’s just not presence, it’s participation. A car brand offering a racing sim trackside isn’t just sponsoring the event; they’re becoming part of the experience.

The same goes for music festivals, where branded chill-out zones, limited-edition merch, and shareable moments are designed to travel far beyond the festival gates. Our fan zone with Asahi at the last Rugby World Cup brought this to life. In place of the usual face tattoos and t-shirt cannons, we delivered a light and sound show synced to the live match on giant screens, complete with high-profile rugby stars surprising fans in the crowd. A bold, unexpected experience that delivered on Asahi’s brand promise of ‘beyond expected’.
Technology is transforming what’s possible and brands have everything to gain by leaning in. Connected stadiums and arenas are now the norm, with enhanced Wi-Fi, interactive LED displays, and dedicated apps offering opportunities for creative engagement. Fans can get real-time updates, vote in live polls, order food to their seat, or dive into instant replays and AR overlays all from their phones. Some venues are even trialling in-event seat upgrades, adding a choose-your-own-adventure feel to the live experience.

These digital touchpoints offer brands a powerful platform to deliver personalised content, exclusive rewards, and interactive moments tailored to individual preferences. That thinking shaped our approach for SailGP’s Portsmouth event this summer. A racing series powered by nature and backed by Oracle, one of the world’s biggest data players, we proposed bringing raw data to life; visualising live wind speeds and inviting fans to step into a wind tunnel photo booth to feel what it’s like aboard one of these insanely fast, high-tech boats. A blend of storytelling, technology, and adrenaline, a fresh way for fans to connect with the sport.

More and more, brands are realising that lasting fan engagement isn’t just about visibility, it’s about community. From sponsoring pre- and post-event hangouts to sparking social conversation and launching loyalty schemes, the smartest brands are finding ways to build a sense of belonging. Some are even teaming up with artists, athletes, and grassroots organisations to back causes their audiences genuinely care about, turning shared values into real-world action.

That’s exactly what we did with LoveJuice and Bucks Barbers. This wasn’t another club night; it was something raw, real, and unexpected. We transformed a local barbershop in Hackney Wick into an intimate, one-night-only space for emerging DJs to shine. No velvet ropes, no hype machine; just 110 people, free haircuts during sets, and a wild-card DJ whose breakout moment caught fire online. It was community-first, word-of-mouth-fuelled, and proof that when brands create space for culture to breathe, the audience shows up and brings their network with them.

In a world where fans crave connection over consumption, simply showing up with a logo and a lanyard no longer cuts it. The real opportunity for brands lies in moving from passive presence to active participation; sharing experiences that people feel, share, and remember. To deliver a richer return on investment, they need to consider a return on engagement.

Whether it’s turning raw data into immersive storytelling for SailGP or swapping DJ booths for barber chairs with LoveJuice, the brands getting it right aren’t chasing reach, they’re building resonance. They understand that a great fan experience isn’t just a bonus, it’s one of the most powerful tools in the brand-building kit. It ensures loyal relationships extend far beyond the final whistle or the last encore.

Stop thinking like a sponsor. Start thinking like a fan.