<\/p>\n
Musical acts performing at sports events is nothing new. But in recent years the idea has spread far beyond jewel events such as the Super Bowl, the World Series and various All-Star Games. This summer alone, there were pregame or halftime concerts at the final of the FIFA Club World Cup, the MLB Speedway Classic and even regular-season WNBA games. <\/p>\n
The recent FIFA Club World Cup at MetLife Stadium featured the governing body\u2019s first halftime show, produced by Done + Dusted. The U.K.-based company also will produce the halftime show for next summer\u2019s World Cup final at MetLife Stadium. Done + Dusted is increasingly getting \u201chit up\u201d by the sports world to produce concert spectacles before, during or after sporting events, said Guy Carrington, executive creative director and partner. <\/p>\n
\u201cA lot of it seems to be down to competition,\u201d he said. \u201cEspecially since COVID, people are now actively seeking out these live experiences they can do with their friends and other people. It\u2019s become about much more than just the event.\u201d <\/p>\n
Ticket prices are high and people travel long distances to attend marquee sporting events, so it\u2019s no surprise that one-off spectacles such as MLB\u2019s Speedway Classic in Bristol, Tenn., last month \u2014 in which country music star Tim McGraw played before the Braves and Reds took the field \u2014 often feature pregame concerts. The performances can drive ticket revenue, and not only are sponsors interested in them, so are fans. The right performer can attract a new audience to a sport, league or team. <\/p>\n
\u201cIt\u2019s more show, it\u2019s a story we get to present, more fun we get to give our fan base or customers, so that we feel they are getting their bang for the buck,\u201d Matt Coy, Cuento Marketing\u2019s vice president of experience. \u201cWin or lose, you\u2019re still going to walk away entertained.\u201d <\/p>\n
The Braves collaborated with their All-Star pitcher Spencer Strider to make a mixtape of Strider\u2019s favorite Georgia-native musical acts, then pressed a limited run of vinyl, which was tied to a postgame concert. The first 15,000 fans attending the Braves\u2019 Aug. 19 game against the White Sox at Truist Park received a 7-inch vinyl album of Strider\u2019s recommendations. <\/p>\n
\u201cYou\u2019re just seeing the opportunities to tie music and entertainment to sports and the personalities of players, leaning into that a little bit, I think it helps drive some further fan engagement,\u201d said Hannah Basinger, Braves senior vice president of operations. <\/p>\n
The performances sit at the intersection of sports, entertainment, fashion, music and celebrity. <\/p>\n
\u201cIt feels like now those worlds are much closer together,\u201d Carrington said.<\/p>\n
Drone shows an increasingly popular way for teams to appeal to fans<\/b><\/a><\/p>\n The Battery in Atlanta leads the way in the explosion of mixed-use developments<\/b><\/a><\/p>\n Tech is changing, and improving, how fans access venue parking<\/b><\/a><\/p>\n Helping fans navigate around a venue is becoming increasingly important<\/b><\/a><\/p>\n All-inclusive food and beverage adds to fan experience, saves on hassle<\/b><\/a><\/p>\n Shrinking the square footage of food and beverage areas reduces lines at sports venues<\/b><\/a><\/p>\n Star Wars was just the start for teams using trending IP on theme nights<\/b><\/a><\/p>\n Teams, venues add unique experiences \u2014 batting practice, high-fives and more \u2014 to game ticket<\/b><\/a><\/p>\n Seating improvements make for more comfortable game-day experience<\/b><\/a><\/p>\n Teams prioritizing fan interactivity, from game pads to video board content<\/b><\/a><\/p>\n Apps enable visually and hearing-impaired fans to experience live events<\/b><\/a><\/p>\n