The Comeback Stage: How Live Events Are Thriving and Why Your Brand Should Be There
The opportunity is here: consumers are embracing live events like never before. With consumers participating in 100+ live events spanning sports, music, entertainment, causes, community, and lifestyle activities annually, the scale is massive—and the potential for meaningful brand connections is endless. Live events offer a powerful platform for brands to build connections, create engaging content, and deliver unforgettable experiences. So, how can your brand take advantage?
The Thrill of Live Events is Back
Imagine the roar of a packed stadium as your team scores the winning point, the collective energy of fans singing their favorite song in unison at a music festival, or the simple joy of sharing freshly baked cookies at a bustling local fair. These moments are the essence of live events—and they’re back in a big way. Whether it’s sports, music, community gatherings, or something entirely unique, consumers are eager to immerse themselves in the vibrant world of live entertainment once again.
This surge in live event participation isn’t just anecdotal—it’s grounded in hard data. Over 92% of Canadians attended live events in the past year, engaging with over 100+ properties spanning sports, music, and other communal activities. These events are more than entertainment; they’re an essential part of how people find joy, form bonds, and create lasting memories.
For brands, the stakes have never been higher. The question isn’t just, “Should we be there?” but rather, “How can we engage and excite?”
The Shift from Spectators to Active Participants
Consumers today don’t want to be passive observers; they want to engage, interact, and feel a sense of excitement in their experiences. This shift transforms live events into the perfect recipe for meaningful brand interactions. However, standing out in a sea of competing messages requires thoughtful, strategic engagement.
Why’s that:
Consumers engage with 100+ properties annually, but only a 30 generate real excitement.
It’s one thing to engage…and another level to excite. It’s not enough to place a logo on a rink or a stadium wall; today’s fans expect brands to align with their passions and values.
What Brands Can Do
To truly capitalize on the resurgence of live events, brands must go beyond the basics and create experiences that genuinely resonate with attendees. It starts with choosing the right events and partnerships—those that align with your audience’s values and passions. Once you’re in the right space:
Engage with compelling content, from the past, present and into the future.
Activate resources past attendees, social and email.
Invite them back early – FAMDOM IS 365
Partner with like-minded groups and
Embrace local!
When activating, tell a story that connects both emotionally and functionally. Live events offer a unique opportunity to showcase your brand’s personality and purpose in a way that feels genuine and memorable. And don’t let the connection end there—extend the experience through online content and retail tie-ins that keep the relationship alive long after the event wraps.
Done right, live will enable your brand to thrive!