The Financial Times featured HOK’s Director of Sports + Recreation + Entertainment – International, John Rhodes, on the evolution of brand engagement in stadiums and arenas—and what it means for venue design and the fan experience.
As sports continue to draw fans through shared moments of anticipation, excitement and community, brands are investing more into physical venues to connect with audiences in meaningful ways. Brand presence in sports venues now extends well beyond traditional naming-rights agreements. Increasingly, it includes spaces that reflect a brand’s product, values or commitment to a community. At Roig Arena in Valencia, designed by HOK in partnership with ERRE, a whisky-branded lounge immerses fans in the brand through a tailored hospitality experience.
“You’re not just buying a seat anymore—you’re building an experience,” Rhodes said in the Financial Times interview.
While these branding opportunities at stadiums and arenas are becoming more sophisticated, he also stressed that authenticity should be at the center of the experience. “It has to feel like a benefit to the fan, not something being pushed at them,” Rhodes said.
Looking ahead, Rhodes expects the physical and digital environments in sports venues to complement each other, delivering more personalized fan experiences. These integrated environments will blend hospitality, entertainment and the game together, creating new opportunities for brands to thoughtfully embed themselves in the overall venue experience.
Read the full article in the Financial Times.