Best Non-Match (or Game) Day use of Venue

BT Sport Pub Cup 2018

Aimed at BT Sport pub landlords and Sunday league football players, the BT Sport Pub Cup gave grassroots teams the chance to feel like Premier League superstars.

The initial phase of the campaign saw over 1,600 grassroots teams enter the competition.

BT Sport then followed the progress of each team, with live draws on the BT Sport Score Show and video content of teams training with players including Arsenal’s Petr Czech and Liverpool legend Robbie Fowler.

The final was held at Leicester’s King Power stadium, complete with high-profile managers. Fans of the teams who couldn’t make the final in person could watch the game live in their local pub.

This campaign gave landlords and their customers a unique, money can’t buy experience, connecting pubs to local football teams in the community. And for BT Sport, it reduced commercial churn by 20%.


Emirates Old Trafford – Lancashire Cricket Club

In 2018, Emirates Old Trafford welcomed ex-Oasis frontman, Liam Gallagher, to the venue for his first solo tour ‘As You Were.’

Due to the popularity of using the Hilton Garden Inn hotel rooms as premium Executive Boxes for match-day hospitality, the Club created exclusive overnight ticket inclusive packages, named ‘The Ultimate Concert Package’, to provide fans with an unrivalled experience that no other sports stadium in the UK has previously offered.

These packages offered fans the chance to watch the rock n’ roll star perform from the comfort of their own private balcony, and included a number of extras, such as a welcome hamper on arrival, fridge with £100 worth of beer, wine and soft drinks, room-service dinner of choice, buffet breakfast for two and an overnight stay in the four-star hotel.

Attended by a sell-out 50,000 strong crowd and generating a revenue of £48k, the packages sold out a month before the concert and provided fans with a unique opportunity to witness the Mancunian legend return to his roots.


Racing to School

Racing to School is an education charity that utilises the diverse assets the sport of horseracing has to offer, delivering free outdoor learning activities for young people from across the country Since 2001, it has delivered a record 370 events each year to 15,000 young people – in partnership with around 250 schools, colleges and pony clubs.

In 2015, Racing to School, launched a pilot programme titled the Aintree Beacon The idea behind the Beacon scheme was to work with a racecourse as a regional hub from which to deliver educational, wellbeing and community engagement activities Aintree Racecourse was chosen as the ideal partner given its rich history within the sport and because the local area is ranked within the lowest 20% Index of Multiple Deprivation areas in the country.

The programme has now been running for three academic years and produced a significant positive impact within the local community Over 2,000 pupils have taken part in the scheme, with 69% indicating the programme has improved their maths skills and 71% reporting higher self-confidence In addition, all of the teachers involved said the programme enriched their pupils’ learning.

We now have funding to extend the project through to at least


The Kia Oval

Please see: https://www.kiaoval.com/


Twickenham Stadium – Twickenham Experience

Over the last 12 months, Twickenham Stadium has begun a transformation to make the home of England Rugby into the home of international esports, fitting into the non-match day business objectives to increase revenue and utilise underused spaces.

The e-sports market represents one of the highest growth areas in global sport and Twickenham was quick to see the need for these online sports to capture a live audience, and to profit from the additional exposure and theatre they would create.

2018, Twickenham played host to the FACEIT minors and majors, streamed to over 1 million viewers, and exceL esports of the LEC League permanently house their training ground within the stadium.

Twickenham is leading the live events industry into e-sports in the UK, and is quickly building up its knowledge and capabilities to host more events within the sector.

As a result Twickenham has:

invested in a sophisticated IT infrastructure to manage live streaming
• designed a 24 hour catering package
• created a ‘Players Lounge’ package

Twickenham is already becoming a recognised UK venue within the esports community and as the business looks into 2019, it has set itself an ambitious target of a 20% incremental growth.