Despite how 80% of people say they’re “extremely likely” to attend in-person events in the second half of 2023, event marketers still struggle to drive traffic to their booths. According to “The Mid-Year Industry Pulse Check,” boosting attendance is among the top three challenges facing event marketers today. Despite this challenge, 63% of brands reported executing more or the same number of in-person events in 2022 than in 2019. In 2023, the number of events will only increase.

Marketing metrics aren’t one-size-fits-all.

For proof, look at how marketers track the effectiveness and ROI in traditional campaigns versus experiential efforts. Customers encounter a traditional campaign and react to it afterward, either through a purchase or detailed feedback.

Meanwhile, experiential campaigns collect real-time feedback by observing audience reactions to design, content layout, flow, and other variables. Plus, the experiential staff is on the floor with audience members to guide them through the display — a personal touch that can amplify a client’s experience with the campaign.

Sporting events are some of the best opportunities for brands to connect with consumers. Now that games, matches, tournaments, races, and other fan-based activities are happening in person, you'll want to consider the many ways you can leverage those events to boost your company's visibility and expand your reach.

The benefits of sports marketing go far beyond having your logo on the sideboards of a hockey rink. Marketing through sports allows you to engage with niche audiences, opening the door for increased relevance, strengthened loyalties, and memorable experiences through creative on-site activations.