Live events almost always foster brand loyalty and drive customer engagement. According to the Freeman Trust Report 2023, 68% of consumers are more likely to purchase a product or service after a live event. Even better, 64% held onto positive perceptions about the brand for more than a month after attending a live event.
From NBA All-Star Weekend to one-day Nike pop-ups, sports event activations have become a proven approach for brands to generate excitement, increase visibility, and connect directly with fans. These activations are high-stakes, high-engagement, real-time productions that rely on flawless planning and execution to succeed.
At Phase 3, we deliver exceptional branded experiences across the country, from fan zones and watch parties to immersive experiential installations.
What Are the Secrets to Sports Activation Success?
Our experts point to three vital strategies:
- Strategic Logistics and Timing
- Practical Planning of Location, Surfaces, Materials, and More
- Proactive Problem-solving and Realistic Expectation
This article will examine each strategy, providing actionable insights and case studies from recent successful activations.
Thoughtful Logistics and Timing
Live event activations often come with tight timelines, both in planning and execution. Many sports-related events are brief, sometimes just a few hours, yet require significant branding and transformation of the space. Same-day installs and teardowns are common, with crews arriving before sunrise and clearing out by nightfall.
Event clients sometimes come to the Phase 3 team through a brand’s agency, which can introduce additional communication layers, which leads to delayed planning timelines and late-stage decision-making. It's also not uncommon for projects to land in our inbox just days or even hours before execution. In many cases, we're brought in after another vendor has backed out.
Our experiences are not the exception. The Lasso 2024 State of the Events Industry report found that one-third of event planners have only between 1 and 4 weeks of lead time, making speed and readiness essential.
While Phase 3 is known for stepping in at the last minute and delivering on time, rushed jobs and complicated approval processes limit event planning options. They can also increase costs, reduce creative flexibility, and restrict fabrication possibilities.
That’s why we strongly advocate for early involvement. Even if the creative isn’t final, bringing in a print and install partner early allows time for these important action items:
- Physically inspect the event location
- Identify potential design feasibility issues
- Recommend materials based on site-specific conditions
- Plan logistics in alignment with venue requirements
- Avoid rush fees and prevent delays
An on-time and on-budget branded activation relies on detailed site surveys, solid work-back schedules, and direct communication with the client. In short, early input sets the foundation for success.
Read more about Phase 3's strategies for successful sports activation logistics and timing here.
Practical Surface, Material, and More Consideration
Branded sports activations should be eye-catching and experiential. Most of all, they need to be immersive, so attendees feel they’ve been transported. That means applying large-format graphics on as many surfaces in the event space as possible.
Read more about the best strategies for impactful large-format printing here and here.
Interior vs Exterior Settings
Outdoor settings add more complexity. Wind resistance, weatherproofing, and safety are all important considerations. For example, fence wraps require mesh material and secure fastening to prevent damage.
Light Considerations
Lighting is another critical consideration. No matter if the event is indoors or outdoors, natural and artificial lighting will impact how graphics appear. Glossy finishes may produce glare, while darker prints may need extra lighting to remain visible.
Installation and Removal
And don't forget both installation and removal issues. Some applications need surface preparation before installation. This might include power washing or painting. Some surfaces may have existing damage or coatings that can impact installation or removal. Other applications may require surface touch-ups or repairs once removed. Event planners must prepare to handle both if needed.
Understanding what's possible (and what isn't) when incorporating branded large-format printed signage is a significant part of the activation planning process. Sometimes, a creative design calls for materials that don't translate well in real-world conditions. A great design and print partner collaborates closely with clients. They suggest options that keep the creative vision intact. They also ensure that the designs are durable and meet the venue's needs.
Read our blog, “10 Common Signage Mistakes and How to Avoid Them”, which includes choosing the wrong substrate or installation process, here.
Realistic Expectation Management and Problem-Solving
Two of the biggest challenges in these fast-turn event activations are managing expectations and problem-solving under pressure. Clients may have a strong creative vision but may not be aware of material limitations, timing constraints, or site-specific challenges. That's where a strong collaborative design and print partner is invaluable.
For example, a client may assume there's enough space for a stage and a selfie area but not consider the need for clear walkways or access to merchandise. An expert will walk the space and provide the client with feedback for both activities and access.
A good event partner will also provide clients with insights and education on design choices. For example, when a client wants a brushstroke or distressed look in their event signage, cut vinyl isn’t the best substrate choice because it produces sharp, precise lines. If a client wants to print signs with metallic finishes, they must use specific print processes and surface applications.
Additionally, printing and installation often take longer than clients anticipate. A knowledgeable partner will set realistic timelines upfront and manage expectations around material sourcing and fabrication preferences.
Collaborative Partners Bridge Knowledge Gaps with Solutions
When possible, Phase 3 sends experienced installation team members to conduct site surveys. They take accurate measurements, flag any surface concerns, and recommend materials based on real-world conditions. This not only helps us deliver more accurate quotes but also helps prevent surprises onsite during installation and execution.
Our team has also developed a reputation for making the impossible happen. Even with limited time or challenging conditions, we’ve delivered complex installations with speed and precision.
Notable Projects
Mitchell & Ness NBA All-Star Weekend (2020)
The Phase 3 team executed a full-space takeover with extensive floor vinyls and 3-dimensional player elements, including key player All-Star merchandise hanging from the ceiling and digital scoreboards. The tight design and implementation window, along with high visibility, made this one of the most demanding installations we've completed.
New York City Football Club at Marquee
We wrapped both the interior and exterior of the venue, as well as vehicles, for the event. After encountering removal issues with adhesive vinyl in previous years, we adapted the installation to use vinyl banners, improving both durability and venue satisfaction. Phase 3 is now the preferred vendor for all Marquee events.
New York Rangers Fan Zone
The team transformed a former retail space into a fully branded fan hub. The project included a 60-foot double-sided wall wrap with second-surface multi-sized window graphics. Several last-minute design updates required onsite problem-solving and additional crew support.
2020 NBA Bubble at Disney
Our team transformed hotel rooms into pop-up barbershops for players by installing black-and-white checkered floors and branded signage. We also create game rooms complete with branded ping-pong tables. These quick-turn installs created comfort and culture during a high-stakes, closed-campus event.
Plan Smarter, Execute Faster
Branded experiences don’t succeed by accident. They rely on cross-functional coordination, logistical precision, and a team that can pivot fast without sacrificing quality.
At Phase 3, we understand the pressure of live event environments. We partner with agencies, brands, and venues to create immersive spaces. We deliver these on-brand experiences on time, even when it seems challenging.
If you’re planning a fan zone, watch party, or pop-up experience, let’s talk early. The sooner we’re involved, the better your outcome will be.