From the FIFA World Cup to FIBO: How brands use the power of major sport events
From the World Cup to FIBO
How brands use the power of major sports moments
Why brands are now turning to sporting events – and what we can learn from this for FIBO
Whether it’s the 2026 FIFA World Cup – a global stage for billions of fans – action-packed Formula 1 race weekends, or major fitness and community events: sport is now one of the strongest drivers for brands seeking genuine emotion and maximum visibility. Hardly any other setting combines entertainment, excitement and brand interaction as powerfully as live sport.
But what matters most is how brands present themselves there and how tangible their experience becomes.
This is precisely what we demonstrate with our project for Life Fitness, which we have already implemented several times and are setting up again this year at FIBO. The brand space demonstrates how a simple area can be transformed into an immersive experience that attracts visitors, engages them and leaves a lasting impression.
We’ve summarised for you how sporting events strengthen brands, what opportunities arise for fitness and lifestyle brands, and why experiences are more important today than product data.
👉 Click here for the presentation with all the insights