I squint my eyes and bring into focus the blurred outlines of a 63? Or is it an 83? It’s a significant difference in 100-ball cricket.
A great view of the pitch and scoreboard, my excitement is unbridled as I watch The Hundred final in Lords—only marred by the fact that I can’t read the scoreboard, the bright green and pink giving me a headache in the bright sun. I turn to my boyfriend asking if he can read it. “Of course I can,” he says as he smugly whips out his phone to show me the score online. He gave up on the scoreboard as soon as we walked in. Sigh. I’m stumped (this and all forthcoming puns absolutely intended).
There’s a time and place for that bright-pink-and-green palette—like the Shrek x Barbie collab we’ve all been secretly waiting for. But it simply doesn’t cut it for a sports brand aiming to enhance a viewing experience.
Sports branding wears many hats. A brand acts as a promoter, drumming up excitement and hopefully transforming new interest into ticket sales. It plays the role of an usher, ensuring attendees know exactly where to go once they get to the stadium. And it takes on the role of a teacher, distilling complex information into clear, engaging visuals so whether you’re a die-hard fan or a first-timer, you feel right at home in the world of the sport. People may argue the most important role, but each aspect is vital in shaping a seamless and holistic experience for fans.
Good branding will hold your hand from the moment you book tickets to the point of departure when you’re scanning for signs to the nearest station. Event design creates a journey that feels effortless, intuitive, and engaging.
With sports increasingly embracing spectacle—and who are we to complain when it gives us diss tracks at the Super Bowl?—there is a worrying increase in sporting events abandoning function in favor of form. Brands are built for promotional value rather than experiential design; they’re flashy, loud, and in your face. While great on socials, this doesn’t work for the stadium because the best spatial design is invisible—it nudges you in the right direction, helps you find your seat, the food, the bathrooms, and makes sure you know what’s going on in the game at all times. And it does so in a manner that makes you feel like you did it all by yourself.
