When attending a sports match, championship, or any sporting event, fans look forward to connecting with their teams, interacting with other fan members, and being entertained. As a result, the bar for spectacles at the opening, halftime, and closures has been raised tremendously. Event planners face the challenge of delivering unique immersive experiences for the fan-based audience and displaying the sponsored brands that make those events happen. One technology that makes this happen is projection mapping. In this article, we will explore how event planners have used this technology to keep fans excited and engaged while sponsored brands have a chance to display their brand identity uniquely.
Projection Mapping in Sporting Events
Projection mapping, also known as video mapping or spatial augmented reality, is a technique used to project images or videos onto various surfaces, creating an illusion of movement and depth. Initially developed for artistic and entertainment purposes, projection mapping has found a new home in sporting events.
In recent years, projection mapping has become popular at sporting events worldwide. It is principally being used to transform stadiums and arenas into immersive environments where dynamic visuals enhance the overall spectator experience. From pre-game shows and halftime entertainment to fan zones and event closure spectacles, projection mapping adds an extra dimension to the event, charming audiences and creating extraordinary moments.
Go2 Productions – Projection Mapping for MSL All-Stars Game
Branding and Sponsorship Opportunities
In addition to enhancing the audience experience, projection mapping also offers valuable branding and sponsorship opportunities. By incorporating logos, slogans, and branding elements into the projections, organizations can increase brand visibility and connect with fans on a deeper level. This opens up new avenues for event planners, who can use it to leverage sponsorship deals and partnerships. Many companies and corporations seek to align themselves with the excitement and energy of live sporting events.
Case Studies:
Many sports events have used projection mapping to create an awesome experience for fans and spectators. Let’s take a look at two examples where projection mapping made live sports events even more exciting.
Vancouver Canucks NHL Game Opening:
In 2015 the Vancouver Canucks were seeking to elevate their fan experience during their first season game at Rogers Arena Vancouver, their home arena. The main objective was to create a West Coast-themed spectacle for the anticipated 18,000 passionate hockey fans that will stand for every Canucks game.
The event planners wanted to immerse fans in their local Arena with something innovative, so they decided to go beyond creativity and implement a projection mapping show during the game opening to transform the whole ice rink into an immersive visual spectacle to introduce the first game of the Canucks.
The spectacle showcased high-impact digital content on every arena surface, creating an immersive 3D illusion. It was a unique experience that included visual elements of the Canadian west coast and the Canucks team. The entire projection had a positive impact on the fans, and the spectacle was shared on fan’s social media platforms, increasing the brand awareness of the Canucks and the beginning of the NHL season. The projection mapping was so successful that it was shown in every opening game the Canuks played during the 2015 season.
Montreal Canada Olympic Excellence Day:
In July 2015, Several generations of Olympians gathered in Montreal for Canada Olympic Excellence Day, a special occasion dedicated to honouring the city’s rich Olympic history and promoting the values of sportsmanship and athleticism. This event highlighted Montreal’s significant role as the host city of the 1976 Summer Olympics, a milestone in Canadian sports history.
The Olympic Excellence Day aimed to engage the community by featuring various activities and events such as sports competitions, exhibitions, and educational programs. The event celebrated the achievements and contributions of past and present athletes to the Olympic movement. It served as a reminder of the enduring legacy of the Olympics in Montreal and highlighted the importance of fostering a culture of excellence in sports.
The event was attended by thousands of people, and the organizers wanted to end it with an unforgettable experience that would showcase and promote excellence in sports culture. To achieve this, the creative team executed an 18-minute projection mapping show that illuminated the Canadian Olympic Committee headquarters building and unveiled the Olympic Rings on the roof.
At the end of the show, the audience was amazed by the final result. They were impressed by the larger-than-life animation, original score music, and special effects they witnessed during the closing ceremony.
Conclusion
Projection mapping has emerged as a game-changer in the world of sports entertainment, transforming ordinary events and venues into remarkable experiences. From enhancing fan engagement to boosting brand visibility, the potential applications of this technology are limitless and a deal breaker to leverage with sponsored brands. As technology continues to evolve and creative boundaries are pushed further, projection mapping is set to stick around live events.
If you are looking for a creative solution to implement projection mapping for your next sporting events, contact Go2 Productions, and we will guide you through the creative and production process. Let’s change the way people experience the world together.
