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Special rounds like AFL’s Gather, the NRL’s Magic Round and NBL’s HoopsFest are driving deeper fan engagement and commercial success by creating unique, festival-style experiences that unite sports, brands, and local communities, according to industry leaders at the Activations Showcase conference.

The Activations Showcase conference brought together key figures from leading sports organisations and brands to discuss the evolving landscape of in-stadium activations. The session, titled "Activating Special Rounds and In-Stadium – How to Get In-Stadium Activations Right," featured insights from Anthony Everard, executive general manager of the National Basketball League (NBL), Paul Malina, executive general manager of TGI Sport, Scott Templeton, group head of commercial partnerships for Asahi Beverages, Belinda Keay, general manager of live at TGI Sport, and Tim Clarke, head of commercial partnerships at the Australian Football League (AFL).

These industry experts examined how strategic activations during special rounds and events can drive fan engagement, provide value to brands, and generate commercial returns for rights holders. As the sports sector continues to innovate, the strategies shared during the panel discussion offered a detailed look into what makes these activations effective, challenges to consider, and future trends in the field.

Kicking off the session, Anthony Everard highlighted the rising trend of "special rounds" in Australian sports, where leagues introduce themed events like Magic, Gather rounds, and HoopsFest to create unique experiences for fans. Everard stated that these events serve as "tentpole moments," designed not just to boost attendance but also to enhance the fan experience by creating a festival-like atmosphere around the sport. He referenced HoopsFest in Perth as a prime example of this strategy.

"The primary objective was to unite the sport and present a united face of basketball to fans and partners," said Everard, noting that HoopsFest was a collaborative effort between the NBL and Basketball Australia. The event, which incorporated a blend of entertainment, sport, and culture, aimed to celebrate basketball by including features like sneaker festival Sneakerland , live music, In-Stadium activation Boombox and youth competitions. This multi-dimensional approach helped the event draw in a diverse audience and created opportunities for brands to connect with fans on multiple levels.

As the discussion progressed, the panel emphasised the importance of strategic alignment between rights holders and brands.

Paul Malina from TGI Sport highlighted that brands need to have a clear understanding of their objectives when launching an activation. “It’s important to understand your ‘why’ when partnering with a particular rights holder or event," said Malina. "If brands are clear on their purpose, they can drive more meaningful outcomes."

Malina further explained that successful activations don’t always need to be grand in scale. Sometimes, subtle yet effective experiences can resonate better with audiences, especially when they are integrated seamlessly with the event’s theme. This strategic alignment is essential for ensuring that the activation meets both the brand's objectives and enhances the overall fan experience.

Scott Templeton of Asahi Beverages added to this by sharing how his company leverages special rounds to engage with fans in a unique setting. Templeton pointed out that events like AFL's Gather Round allow brands to create a "sense of occasion" that can make a memorable impression. "These events allow us to connect with audiences in a unique way, beyond traditional methods," he explained.

Templeton also mentioned that the success of these activations depends on understanding the audience segments present at the events. “We found that (at Gather Round) audiences were not just your football fans, but those seeking all matters of an entertaining day or night out”.  This segmentation helps in tailoring the activation to resonate with specific groups, thereby enhancing its impact.

While the benefits of in and at stadium activations are clear, the panel acknowledged several logistical challenges.

One of the significant hurdles is ensuring that the activations are "frictionless" for fans. Belinda Keay from TGI Sport stressed that a seamless fan experience is crucial, particularly when dealing with large-scale events. “If fans have to wait too long or encounter any inconvenience, it affects their engagement with the brand," she said.

Keay highlighted the need for thorough planning and coordination among suppliers, rights holders, and brands. She noted that understanding the demographics of each market is essential to create a tailored approach that will work effectively. For instance, the demographic appeal for a Gather Round in Adelaide may differ significantly from an NBL game in Melbourne, and activations must reflect those distinctions.

Scott Templeton agreed, noting that logistics play a significant role in the success of activations. He mentioned that, as a beverage company, Asahi must navigate various supply agreements and venue restrictions. "Gather Round allowed us to be flexible and introduce new products in a market that usually doesn’t allow us the same level of control for occasions like this," Templeton said.

Tim Clarke from the AFL detailed how these events provide opportunities to engage audiences beyond the traditional fan base. Clarke explained that during AFL's Grand Final Week, activations like Footy Fest allowed brands to reach a broader audience, including families, tourists, and even those who may not typically follow the sport.

"It’s all about creating new touchpoints," he said. "If we can attract fans who come for the experience and not just the game, we are expanding our reach."

He explained that special events often involve taking back commercial rights, enabling brands to operate with more freedom than they might during regular games. This flexibility is a critical factor in the success of activations, as it allows brands to experiment and innovate.

From a commercial standpoint, special rounds present a win-win scenario for both brands and rights holders.

Anthony Everard echoed this sentiment, noting that Hoops Fest served not only as an opening for the NBL season but as a showcase for the sport of basketball as a whole.

"Our objective was to create a unified platform that could serve the sport across multiple levels — from grassroots competitions to professional matches," he said. By working with Basketball Australia and local tourism bodies, HoopsFest managed to bring in fans from various backgrounds, contributing to a broader commercial appeal.

The financial impact of such events is significant. According to Everard, partnerships with local tourism boards and government agencies allow leagues to reinvest in their events, providing the capital necessary to scale up.

"Without the financial support from Tourism WA, we would not have been able to deliver HoopsFest on the scale that we envisioned," he said.

Looking ahead, the panel agreed that the future of in-stadium activations would likely involve fewer but more impactful initiatives.

With the industry becoming more competitive, brands and rights holders need to deliver standout experiences that can generate a lasting impression. Everard suggested that international collaborations could be a significant focus, particularly for events in markets like Southeast Asia.

"Expanding Hoops Fest to include international elements can help us tap into a broader audience," he said, noting that there is interest from regions like Indonesia and Japan.

Belinda Keay emphasised that sustainability would also play an increasingly important role in shaping future activations. "Brands are under pressure to reduce their carbon footprint, and this is something we need to consider in our planning," she said. Keay noted that many venues are already leading the charge on this front, and activations must align with these sustainability goals.

During the session, it was highlighted that the iconic KFC bucket hats, popular among Big Bash League fans, are now biodegradable and can decompose in just 11 days when processed by worms.

This is not only about environmental responsibility but also about meeting the expectations of modern consumers, who are increasingly conscious of a brand's ethical footprint.

Scott Templeton concluded the session by highlighting the need for continuous innovation.

"The industry is changing rapidly, and we need to adapt," he said. "The challenge will be to find new ways to engage fans, especially as more events compete for their attention."

He mentioned that Asahi is already exploring new formats for pop-up bars and interactive spaces to keep up with evolving consumer preferences.

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