How can shopping centres and high streets capitalise on summer sporting events?

pLACEMAKING for major summer sporting events

Major summer sporting events inspire excitement across the country, these events offer retailers, shopping centres and high streets significant opportunities to drive consumer spending. This year there are two major global sporting events that will be the highlight of the sporting calendar year for many people.  

This summer will provide a packed calendar of world class sporting events.  Firstly EURO 2024 which will be hosted in Germany.  The tournament is scheduled to take place between 14 June to the 14 July 2024. The group stage runs until 26 June, with the knockout stage beginning on 29 June. 

The following month, the Olympic Games in Paris will capture the world’s attention between the 26th July 2024 and 11th August 2024. The Paralympic games, closely follows, starting on the 28th August, running to the  8th September 2024.

As these landmark events are hosted in Europe, the favourable time difference will mean some massive placemaking and city dressing opportunities.  Our team of creatives have brought together some ideas to inspire.  Read on to find out how you can get involved in the action!

Spruce up your shopping centre for summer sporting events

Fill open spaces with giant footballs which can be ceiling mounted or ground mounted.  Using different heights will create a real spectacle.  We can design and manufacture bespoke colours or include your shopping centre branding.  Ground mounted inflatables can also make a fun, family friendly shopping centre feature.  We can also manufacture bespoke illuminated football features, from balls, to boots, club and country crests and everything in between.

High streets and town centres

If you are looking to brighten up your high streets and support our athletes and Lions over summer.  Illuminated ground mounted features and selfie spots are a perfect option.  How about giant shimmering medals or sport features like illuminated athletes, cyclists and large trophies. While most events will be anticipated, we know that cycling and athletics are one of the most eagerly awaited Olympic sports.  Our range reflects the most popular events:

Animated feautures

We can also provide animated features that will capture the energy of the occasion!  Take a look at this example…

Who topped the medal table in Tokyo?

You may have seen the golden letter boxes from the London Olympic Games.  If your town has medal hopefuls, you can support them every step of the way with bespoke flags, or features.  Did you know that out of England’s nine regions, London saw the most medallists in Tokyo, with 17 athletes out of the 52 who went to Tokyo. The North West (16 medallists) and the South East (15 medallist) closely followed.

Fan zones and spectator parks

Field and Lawn also supply large, clearspan marquees and event structures.  These make ideal temporary fanzones and bar structures for outdoor events.  One way to bring people together is to create a fanzone.  If you are planning on screening the action, or simply need more covered space for your bar, a large open plan marquee can quickly increase your capacity. Our fanzone marquees can be installed on any surface and completed with bespoke branding.

Health, wellbeing and economic benefits

Major sporting events bring many benefits, following both events, it is anticipated that engagement in sport will increase.  You can inspire your high street to get active and improve their health and wellbeing.  In addition, spending is also likely to increase so attracting fans to get out to watch and enjoy these mega-events is crucial. 

Discuss your ideas with us

We love helping people bring their vision to life or working with clients to create a unique placemaking activation.  We will bring design flair, expert installation knowledge and passion to help you achieve your goals and take home placemaking gold!