Being a sports fan is more than just cheering on your side; it’s about the feeling you get being around fellow supporters.

From the build-up through to the aftermath — whichever way the match goes — there’s something truly electrifying about sharing those moments with others.

As an event organiser, you can help facilitate those memorable live experiences through your events. Here are five ways to earn some loyal fans for your events.

1. Hold a pre-match social hour

A pre-match social hour is an effective way to engage with the community and local businesses. Sporting events are also a great place to host corporate networking events. Consider a live sporting event as an alternative to the standard company party or happy hour, or as entertainment after a long day at a conference. Encourage attendees to mix and mingle with a pre-match happy hour, getting everyone in the match day spirit.

Sporting events connect people: think about how rooting for (or against) the same team sparks conversation and how attendees often enjoy sharing a drink with a stranger. Almost every sports fan has a story about mid-match encounters with interesting people. Kicking off the day with a pre-match social hour will enhance the match day experience.

2. Organise a half-time show

Who doesn’t enjoy a good half-time show? A quality half-time show engages the crowd while the teams rest and talk strategy before the second half. For some fans, an entertaining half-time performance may be a bigger draw than the event itself.

Think about the best half-time show you’ve ever seen. What made it memorable? Channelling that spark can help you create special memories for attendees — it may even be something they’ll talk about for years to come. Consider these half-time ideas that’ll keep the crowd entertained:

  • Live music performance by a local band or musician
  • Stunt artists
  • Light shows
  • Competitions using fans from the crowd

3. Organise a promotion or giveaway

Consider incorporating competitions into your events to engage attendees. Offer a chance to win a dressing room visit, a meet-and-greet with the team, or a free VIP package to a future match. Or hold a ticket giveaway on your social channels to generate excitement and increase your social presence.

The biggest sporting events offer lucky attendees a chance to walk away with cool swag — or even a new car. Why not give them the opportunity to step onto the pitch or court and bask in the crowd’s adoration during a basket contest or trivia challenge?

4. Encourage team spirit

People are competitive by nature — especially sports fans. When you put fans from opposing teams in the same stadium, there’s bound to be some inevitable competition and, of course, team camaraderie. Hardcore fans love this kind of environment; it lets them show team pride with painted faces and all.

Think about ways to encourage team spirit among your event attendees. Encourage fans to engage with the event on social media using a hashtag you create, whether they’re in the stands or watching from home. Add group activities and challenges for those who want to show their team spirit. Don’t forget to use Eventbrite’s all-in-one marketing tools to advertise on social media to help sell more tickets, using paid ads and organic posts that attendees can share.

5. Create unique merchandise

Engage sponsors and increase brand recognition with merch. Whether it’s free or for sale, merch is a big part of branding your event and giving fans the unique sporting event experience they crave.

Each time someone wears the t-shirt or hat they got at your sporting event, it’s another opportunity for free advertising for you and your sponsors. By offering team-themed merchandise that’s available exclusively at the sporting event, fans can secure limited-edition gear reminding them of their match-day experience.

It’s match day

Sporting events aren’t just about the match — they’re about bringing the community together for an unforgettable occasion. Engaging your sports fans helps ensure they have a one-of-a-kind experience; start by exploring ways to promote that team spirit, build camaraderie, and entertain before the event itself.

Then, use Eventbrite’s all-in-one marketing tools to build interest in your next sporting event with an event marketing plan that delivers.