//Premier League Live

Agency: Momentum Worldwide

Client: The Premier League

Events: Premier League Live - Bangalore, India

//The Brief

//In 2016 the Premier League changed their brand identity and sponsorship structure meaning they had more creative freedom and were not tied to a headline partner.

//The Premier League tasked Momentum Worldwide to create a new football fan park event - a football festival with innovation at it’s core - a spectacle that would excite current fans and inspire new ones within one of their key growth markets - India.

//As well as ensuring fans had an unforgettable experience we also needed to factor in key activity from other stakeholders who would comprise the event;

• Broadcasters - Star Sports (local broadcaster) and Premier League Productions / IMG (global broadcaster) who also required a studio to be built onsite in which to broadcast from.

• Premier League clubs - we needed to onboard as many of the 20 Premier League clubs as possible.

• The Premier League’s commercial brand partners also needed to be on-boarded.

//Rock N Roll

//Working closely with Momentum India, we identified the KTPO site in Bangalore as the venue to host the event - building it from the ground upwards at the greenbelt site to the back of the exhibition centre.

//The whole park was RFID enabled meaning that every attendee was given an RFID wristband to use when interacting with all activities in the fan park. All of their personal content from the day was linked to a profile which they could access post event to download and share their content and experiences.

//Designed and produced the creative wrapper for the event, all branding, signage and way-finding.

//We created 5 x Premier league activations for fans to enjoy;

• Kick Lab: where fans could have their shooting skill tested and measured against real Premier League players.

• Trophy Tour: a Premier League exhibition which culminated with fans having their photo taken with the real Premier League trophy.

• Premier League 360: we partnered with Sky to create a 360 video and sensory experience which fans viewed through Oculus Rift headsets - all from a stand which immersed fans in 360 audio of crowd noise and the smell of a freshly cut Premier League pitch.

• Striker Sprint: measuring fan’s speed from one point to another and getting a comparison vs. real Premier League player.

• Premier League Me: Where fans could have their picture taken and have it exported as an official Premier League Topps playing card.

//We created an artificial pitch on site for Premier League clubs to run training sessions with local school children, whilst we also built a 2 v 2 player cage with a light show and live DJ for Nike.

//Giant screen and stage for fans to watch Premier League matches together en-masse as well as a full programme of entertainment each day.

//Premier League legends including Alan Shearer and Robert Pires were in attendance to meet fans.

//Results

//40,000 attendees across 2 days.

//250,000 pieces of content shared.

//Global coverage of the event via Premier League Productions - beaming the event into millions of homes around the world.

//Local media coverage in every major outlet in Bangalore.

//9 Premier league clubs activated at the event including Arsenal, Chelsea, Liverpool, Manchester City and Manchester United.

//3 x commercial partners activated at the event including Nike, EA Sports and Topps.