Company Events with a Sports Programme

"Company event" is not one thing, and sport enters each type differently. At a launch or showcase sport is an experience station: a VR simulator, an archery corner, an F1 simulator — a guest tries it in ten minutes and the brand is remembered. At a dealer or partner meeting sport is a networking tool: people from different cities play in mixed teams and introductions happen on their own. At a sales kick-off sport is a metaphor: an obstacle course, a rowing crew that only moves in sync, a sailing race with defined roles. At an anniversary or festival sport spreads participation: many stations, families included, everyone touching something.

What the four have in common is that the sports component does not fracture the main programme. It sits between the presentations, meals and speeches at the right length and does not steal a day of its own.

For regional and international events held in Turkey — a EMEA sales meeting in Istanbul, a dealer conference in Antalya — we add a layer that makes sense of the location: traditional Turkish archery, a cirit display, sailing on the Bosphorus. It gives a visiting group something they could not have done at home.