EVENT DAY STRATEGY: OFFERING AN EXPERIENCE ADAPTED TO ALL AUDIENCES, TO REACH FULL STADIUM CAPACITY

A full stadium is the basis of the virtuous circle for the commercial growth of rights holders. Our research shows that the main motivation for attending a sporting event is “the atmosphere”. It is also the element that has the greatest impact on media and sponsor interest, so every rights holder must develop the eventday experience that will allow them to sell out every sports performance they organize.

Today, we can see an ever increasing demand for major events and ‘premium’ events (France 2023, Paris 2024, Roland Garros, Paris Saint–Germain matches, major derbies or other matches with local resonance or between league leaders), events for which some prices can be relatively high but which do not lack demand. On the other hand, it is still difficult for many other French rights holders to sell out.

The importance of developing a database: the larger and more detailed the rights holders’ databases, the more they are able to build relationships and know their fans better. They can begin to tailor their marketing, making it more efficient and effective, offering their fans a better experience while filling their stadiums in the process.

EVOLUTION OF SPONSORSHIP/MEDIA/EVENT DAY REVENUES

Sponsorship Media Event Day

Average Budget To Attend Live Sports Events

In 2022, eventday revenues represented 29% of overall sports revenues in France. According to Two Circles, eventday revenue is expected to exceed media rights revenue by 2032, boosted in part by a projected increase in interest of sports by the French population following the Paris 2024 Games.

“Our job is to encourage encounters and create experiences. Our job is to give people pleasure. So what matters is one to one marketing, and giving fans what they need, what they want, whether it’s on a digital platform or in real life.”

JULIEN RONGIER

Group Revenue Director, Paris Entertainment Company (Accor

LAETITIA IRIART and

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• Knowing the specificities of your audience, and evolving your eventday offer

• Case Study Discovery Sports Events: Evolving the eventday proposition for fans and sponsors

• Case Study Accor Arena: The experience beyond the event

• Testimonials: Floxel Riblier (Sales & Sponsorship Hospitality Events Director, Discovery Sports Events); Julien Rongier & Laetitia Iriart (Group Revenue Director, Paris Entertainment Company (Accor Arena))

Average budget to attend a major event (Olympic Games, World Championships, regular international championships)

€43

€70 for the domestic leagues

French sports fans rated their main motivations to attend an event with 5 being top motivation.