FEBRUARY | COVER FEATURE
The USA way...
venue you are visiting in its own right.”
Another trend Ford picked up on is
‘tailgating’, the US definition of which is
very different to the UK’s. “Tailgating, in the
states, is about grilling on the back of pickup
trucks, with BBQs and hungry fans gathered
in a car park. Practically speaking, this is
far more difficult in the UK as our venues
are often pretty much in people’s back
gardens, instead of out of town like in the
US. However, we’re looking to incorporate
alternative options.
“At Tottenham Hotspur’s stadium, for
example, we’re looking to provide a street
food marketplace and a massive bar to
use as a hub, open to everyone on match
day, with squares outside allotted for such
activity. Other venues have provided similar
elements, for example, there’s been a pop-up
festival at Twickenham Stadium which
provides a hub of activity.”
Bustard agrees with Ford that the term
‘Americanisation’ can be misleading. “You
could call this Americanisation, but it’s much
more,” says Bustard. “T20, Golf and Darts
are great examples. In 2019 we’ll see the ICC
CWC will take the opportunity to transcend
the sporting experience, connecting
with a wider audience and leveraging the
opportunity to connect with next generation
fans and leave a legacy. I would expect F1
will continue under the stewardship of
Liberty to forge connections with fans
through initiatives such as F1 Live, taking
the raw excitement and energy of F1 to new
audiences and changing their demographic
from die hard to new fans, working
alongside initiatives in digital and broadcast.
Innovation is everywhere.
He adds: “We should be careful of
the phrase ‘Americanisation’ and also
acknowledge Australia, global sports
and tournaments as great examples of
innovation and delivering an improved,
integrated and all together more
entertaining experience for fans.”
Meanwhile, the NFL’s Tossell tells Access
that the notion of ‘Americanising’ doesn’t
factor into the organisation’s thinking when
planning their wide-ranging events. It is
clear however, that interest in US sports is
spreading world-wide.
Heidi Hayes, director of communications
at the Las Vegas Convention and Visitors
Authority tells Access: “With a growing
roster of A-list games and activities, Las
Vegas is quickly transforming into the
ultimate sports haven. The destination is
now home to several professional teams and
organisations including the NHL’s Vegas
Golden Knights, the WNBA’s Las Vegas Aces,
the Ultimate Fighting Championship (UFC)
and, in 2020, the NFL’s Las Vegas Raiders.
“On top of our delectable gastronomy,
world-class entertainment and iconic
resorts, this growing sport scene provides
yet another reason for visitors to come and
enjoy Las Vegas, be it for business or for
pleasure. We are already seeing a rise in
international attendance to these sporting
fixtures, and we can only see this continuing
to grow in the coming years.”
What this means for organisers is fresh
potential for innovation. Bustard says: “You
can see this in the wider scope of live events
broadcasting with content becoming more
dynamic. Live multi-camera broadcast now
includes far more pre-packaged content and
cut-aways than ever before. As an events
organiser this is new ground and producers
need to think, plan and deliver for reduced
attention spans.“
American sports have enriched the event
mix for the consumer, and prompted our
suppliers and venues to consider new ways
to entice and engage people.
Global television coverage, a
focus on spectacle and big
money has integrates US
sports in the UK, says eVent
Advisor’s Simon Gillespie
How do American’s approach production,
logistics, event suppliers and experiential
differently?
Part of the attraction of American sports
is the spectacle they provide. Traditional UK
sports focus primarily on the sports action
itself to provide entertainment, whereas
American audiences expect more for their
dollar. Their whole pre, post and during match
experience is equally important as the action.
It is that point of difference which appeals
to many new fans in the UK, often more
interested in the sport than one particular
team. It is noticeable at NFL games in
London how many of the 32 NFL teams
are represented on fans jerseys and hats,
regardless of who is playing.
In terms of planning and budgeting, much
more goes in to these games than just the
logistics of getting the two teams onto the
pitch (or should we say ‘field’). NFL games in
London include a unique ‘Tailgate’ experience,
outside the stadiums, providing free, pre
and post-game activities plus of course the
opportunity to buy some of that wonderfully
colourful merchandising.
In stadium, fans are entertained throughout
with cheerleaders, musical interludes and
guest presentations, all to the background of
all-embracing music.
NFL International in London is still a
relatively small team and they rely heavily on
a combination of local technical and logistics
partners, together with NFL specialists who
come over from the US each year.
View the full article at accessaa.co.uk
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