[Article and some links updated April 4, 2023. Originally published on June 28, 2019.]

Experiential marketing has quickly become one of the industry’s most formidable strategies. As HubSpot found in its 2022 Marketing Industry Trends Report, 83% of marketers planned to spend the same amount or increase their experiential marketing investments last year.

If brand experiences are the new marketing front lines, then they also serve as the new creative frontier for marketers. Brands that embrace experiential don’t just commit to providing customers an experience — they commit to innovating and revamping their approach whenever the time comes.

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.

Look at any event audience, and it can usually be broken down into three distinct groups.

First, there are those who enjoy the status quo of networking with new groups of people and contributing to panel discussions. Next, there are the people who generally shy away from large gatherings and networking. Wedged between those personalities are attendees whose interest depends on the event itself.

The pandemic drastically altered how live experiences are produced. While festivals and large gatherings are still on hold, the emergence of open-air, car-focused events allows consumers to experience an engaging and unique branded touchpoint to enjoy from the comfort of their vehicles.

Pop-up drive-thru and drive-in events offer a welcome and effective option for engaging consumers who spent most of 2020 attending virtual events through laptop and smartphone screens. Through these (from a distance) in-person interactions, brands can safely create shareable and memorable experiences.

The need for interpersonal connection is natural for humans. In the words of bestselling author and marketing strategist David Meerman Scott, people crave the opportunity to be “part of a tribe of other humans.” Needless to say, the COVID-19 pandemic has limited this ability.

For many companies and customers, the pandemic has tested the durability of our relationships and spotlighted our basic need for human interaction. We’ve seen weddings canceled or postponed, seminars go virtual, and routine greetings like handshakes and hugs pushed aside. All the while, we’ve had no clue when those everyday interactions — and large in-person events — will return.