Three Major Trends Shaping Sports and Entertainment Brand Experiences

Our recent 2024 SEGD Inaugural Sports + Entertainment event in Las Vegas highlighted exciting shifts in how stadiums and sports facilities are being reimagined beyond traditional game day experiences.

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By Cybelle Jones, CEO at SEGD, Experience Design, Creative, and Strategic Leader

As venues evolve into year-round destinations, three major trends emerged that are redefining brand activations in the sports and entertainment industries.

1. Experiences Beyond Game Day: Stadiums as Year-Round Destinations

A key takeaway from the event was the growing trend of stadiums offering unique, immersive experiences beyond the games themselves. The Las Vegas Raiders' Allegiant Stadium tour, designed by BRC Imagination Arts, has become a model for this. The tour includes access to the men's locker room with a bespoke holographic experience, a behind-the-scenes look at the owner’s box, and a museum-like presentation of the cheerleaders' locker room. This concept is gaining popularity across the country, with stadiums finding innovative ways to engage audiences who might not even be sports fans.

The focus is shifting from simply being a venue for sports to becoming a hub for entertainment and community engagement. This trend is seen in venues like The Star in Dallas, the Cowboys' headquarters, where visitors can not only watch the team practice but also enjoy luxury experiences like a private club modeled after the Dallas Cowboys brand—reminiscent of the Soho House. These brand activations turn stadiums into experiential destinations, drawing a wider audience and creating lasting brand loyalty.

2. Engaging Local Artists and Communities: Bringing Diversity and Inclusion to Life

Another powerful trend is the emphasis on engaging local artists and communities to ensure stadiums reflect the diversity of the cities they serve. We are seeing a movement toward integrating art and culture into these spaces, making them relevant to locals who might not be sports fans but are drawn to the venue’s cultural and artistic offerings. This is particularly evident in projects like the Star in Dallas, which has built residences and spaces that embody the intersection of sports, community, and lifestyle.

Stadiums are no longer just about the team on the field—they are becoming part of the social fabric of the community. By incorporating public art and hosting local events, they create spaces where everyone can feel connected, regardless of their interest in sports. This inclusive approach is key to building a loyal fan base that extends beyond traditional sports audiences.

3. Women’s Sports and the Rise of Branded Experiences: A New Audience Emerges

One of the most exciting developments in sports is the surge in branded experiences centered around women’s sports. The Kansas City Current’s new, purpose-built stadium is the first of its kind, leading to sold-out season passes and a green initiative that is entirely plastic-free. The LA women’s soccer team, Angel City FC, has attracted significant celebrity endorsements and is drawing large, diverse crowds, including men who are embracing the experience much like we’ve seen with dads attending Taylor Swift concerts.

This trend is creating a new demographic of fans and elevating women’s sports to the forefront of the entertainment landscape. Purpose-built venues and tailored experiences are driving this momentum, proving that investing in women's sports isn’t just about equality—it’s about building a loyal, enthusiastic fan base that spans genders and generations.

Authenticity to Place: The “There There” Factor

A final, overarching trend we explored during the event is the increasing importance of authenticity to place. Cities like Las Vegas, traditionally known for entertainment, are now embracing culture in new ways, with plans for a world-class art museum and partnerships between the Neon Museum and a 9-acre baseball park. Alternative entertainment models like AREA15 and venues like the Sphere are becoming new destinations for experiential brand activations.

Venues that embrace the uniqueness of their location—whether it’s the rich history of a place or a modern cultural shift—are resonating with audiences. As SEGD Fellow Robert Venturi famously said, “Learning from Las Vegas,” we see that designing spaces with an authentic connection to their environment creates a deeper, more meaningful experience for visitors. This authenticity is driving the future of brand activations in sports and entertainment, from stadiums to concert venues and beyond.

In summary, the rise of year-round immersive stadium experiences, the engagement of local communities, the surge of women’s sports, and the focus on authentic, place-based experiences are reshaping how we think about sports and entertainment venues. The future of these spaces is bright, inclusive, and filled with opportunities to engage and inspire diverse audiences.