Marstons The Boat Race

How do you use audience and event insight to activate a partnership with a landmark sporting event?


The Boat Race Company wanted to create a platform for sponsor activation while engaging fans with the races. They asked us to manage the creation of fan zones in prominent parks along the race footprint, representing and showcasing their partner brands. 


I’ve been hugely impressed with the team‚Äôs expertise, highly professional and collaborative. At every step of the journey, from planning to delivery, I felt I could trust the team 100%. Paul Freeman Senior Marketing Manager, Marston’s Since 2016 we have delivered fan zones for partners of The Boat Races, creating tailored experiences to activate the partners’ sponsorships with the event.¬† In both Bishop’s Park and Furnivall Gardens, our team has worked with Adnams, Rupert and Buckley, Chapel Down, Marston’s and the Boat Race itself, creating custom fan zones to fit each individual brand.¬† 2022 saw us deliver two fan zone for the first post-covid Boat Race, integrating sponsors, F&B experiences as well as large screens showing the race. Liaising with all stakeholders and suppliers we created two very well attended fanzones, and a safe and enjoyable space for all Boat Race fans. Each year over 20,000 fans visit the fan zones to watch the races, creating an incredibly¬†lively atmosphere.¬†