Companies are offering experiential rewards for employees, including trips to sporting events like Wimbledon and Formula 1, as part of corporate recognition and rewards programmes.

Companies are increasingly sending top performers on all-expense-paid experiential trips to global sporting events like Wimbledon, F1 races, and cricket. Travel operators like Thomas Cook and SOTC say demand for such tours has surged, with curated experiences like private corporate cricket matches and VIP interactions with celebrity players. This approach has evolved from domestic outings to truly experiential events, with companies seeking to inspire, connect, and celebrate their top performers.

Companies are increasingly sending top performers on all-expense-paid experiential trips to global sporting events like Wimbledon, F1 races, and cricket. This trend has evolved from domestic outings to truly experiential events, with companies seeking to inspire, connect, and celebrate their top performers. Travel operators like Thomas Cook and SOTC report a surge in demand for such tours, with curated experiences like private corporate cricket matches and VIP interactions with celebrity players.

One notable example is Budweiser's extensive activation during the 2018 FIFA World Cup in Russia. The company transformed the InterContinental Hotel into the Bud Hotel, featuring a branded bar and restaurant, a spa and venue area, and content production spaces. Additionally, Budweiser took over Moscow club Gipsy with a lineup of musical guests and operated a double-decker Bud Boat on the Moskva River. These activations aimed to create a memorable and immersive experience for fans, demonstrating the power of experiential marketing in sports events [1].

Visa, the official payment services provider of FIFA, also leveraged the tournament for a unique marketing campaign. The company documented Zlatan Ibrahimović's journey to the tournament as a brand ambassador and installed over 3,500 new point-of-sales terminals in all 12 stadiums. Visa's Ultimate FIFA World Cup FOMO offered various tournament packages, including a four-night, five-day option that proved popular with 3,000 visitors. Guests were given RFID credentials to participate in activations within Visa's footprint, such as two lounges at the Moscow Marriott Hotel Novy Arbat and the Four Seasons Hotel Moscow. These activations highlighted the best of the host country and offered guests a personalized and engaging experience [1].

Nike, Spotify, and Louis Vuitton also participated in experiential marketing during the 2018 World Cup. Nike opened Box MSK, a site covering 15,000 square feet in Moscow's Gorky Park, featuring an outdoor football court and various training spaces. Spotify hosted a "Fit as a Footballer" fitness event with Olympic and World Cup champion Brandi Chastain, promoting its "The World’s Game" content. Louis Vuitton opened a pop-up store in the Miami Design District dedicated to its official World Cup collection, offering soccer-inspired store interiors and an LV-branded exterior field for live-streamed matches [1].

These examples illustrate how companies are using global sporting events to create unique and memorable experiences for their top performers. By combining sports, entertainment, and technology, these experiential marketing efforts aim to inspire, connect, and celebrate top talent, fostering a stronger sense of company culture and employee engagement.

References:
[1] https://www.bizbash.com/experiential-marketing/sport-activations
[2] https://cryptonewsland.com/cardano-targets-1-dot-builds-on-breakout-blockdag-expands-global-reach-with-sports-deals-and-2-5m-x1-app-users/