Today, international sporting events are numerous and increasingly sophisticated. Organizers must be even more ingenious to attract crowds and claim their attention. At the same time, media channels have multiplied, information circulates faster than ever, and audiences’ attention has become a scarce privilege. That’s why we’ve designed, based on extensive experience, a new model for attracting, activating and assessing the world’s biggest sporting events. We call it Eventus.
Eventus is comprised of three complementary methodologies designed to drive both immediate and long-term success:
- ATTRACT – Through the power of BCW’s global network and our high-level relationships with sports governing bodies, we help countries and cities attract major events to their home turf. Whether they need to attract a specific event or to reach more broadly into the events market, we use data and strategic communications combined with our experienced and tested framework to guide clients through this complex, multi-step process.
- ACTIVATE – Once a host has been designated, we assist in developing a comprehensive strategy to maximize awareness. Our model accounts for key factors such as regional and cultural differences, online vs. offline activity, phasing and timing of communications, integrated media channels (earned, owned, shared and paid), influencer marketing, and potential crisis management.
- ASSESS – Through targeted event evaluation systems, we monitor communications strategy and impact before, during and after the event. Our model combines primary audience research with advanced data analytics – at scale and with speed – to provide a detailed impact analysis and alerts for issues that require immediate attention. This allows us to adapt communications plans in real-time, and just as importantly, utilize those insights to attract and maximize future events.
Eventus is delivered by a multi-disciplinary team of sports experts, with key relationships and feet on the ground in North America, Latin America, Europe, Asia, Middle East and Africa. It has been tested, refined and proven through some of the world’s most high-profile events, including China 2019 FIBA Basketball World Cup, Lausanne 2020 Winter Youth Olympic Games, Germany 2024 EUFA Euro Football, Los Angeles 2028 Summer Olympics, multiple Super Bowls and other World Championships.