Festivalisation of Sport™: Turning Matchdays into Revenue Engines.

Overview

Sport is no longer competing with sport. It's competing with festivals, immersive attractions and nightlife for the same fan's time and spend.

Festivalisation of Sport™ is the shift reshaping how CMOs in sport and entertainment think about matchday revenue, stadium utilisation and fan loyalty. In this webinar, we break down the framework, the commercial model and the proof points behind it, including real uplift data from Aston Villa Women, Kendal Calling and Christmas at Bute Park.

If you're responsible for growing revenue from a stadium, arena or venue that sits empty 70-80% of the year, this is 45 minutes that will change how you plan the next 12 months.

Who is this event for?

This session is built for CMOs, commercial directors and heads of fan engagement at sports clubs, franchises, leagues and stadium operators who are under pressure to find new revenue beyond ticket sales and broadcast income.

It's for you if:

• You're responsible for commercial growth at a club, venue or rights holder and matchday revenue alone isn't hitting target.
• You're exploring how to monetise a stadium or arena that sits dark most of the year.
• You've watched festivals and competitive socialising brands pull younger audiences away from traditional sport and want to understand why.
• You're evaluating new revenue models: sponsorship, F&B, hospitality or licensed IP, and want a framework, not just inspiration.
• You sit on the board or exec team at a Premier League, EFL, WSL, cricket, rugby or franchise organisation and are setting strategy for the next 3-5 years.

We didn't create the Festivalisation of Sport™ concept from a report. We built it from 13 years running festivals, then proved it works in sport.

Our track record spans both sides of the equation. On the festival and family side: Reading & Leeds, Parklife, Kendal Calling, Camp Bestival and Christmas at Bute Park, where we sold 40,000 tickets in 48 hours. On the sport side: Aston Villa Women, Liverpool Women, The Hundred (Birmingham Phoenix), Boxxer and St Mary's Stadium, where we've already put festivalisation into practice inside a live football ground.

We've also delivered a +126% uplift in matchday sales for Aston Villa Women and a 33.38x ROAS on Google for Kendal Calling. We know what makes a fan buy a ticket, and we know what makes them come back.

Ed Norris

Co-Founder of Mustard and CEO of Mustard Entertainment will host the panel which will be announced in due course