80,000 people visitied the British Athletics Anniversary Games over 3 days.
Sponsored by Sainsbury’s, the event was a true celebration, promoting the sport to new visitors and raising the profile of athletics at every level.
As well as sport, a multitude of consumer brands were represented at The Queen Elizabeth Olympic Park, with individual hospitality areas created by Fews Marquees for making customer connections.
A 10m x 25m Premium Structure formed the main British Athletics exhibition area, with museum and celebrity signing area where Linford Christie spent time meeting visitors and fans. Bespoke branded gable ends, halide lights and cassette flooring made sure the structure was of the highest of quality and able to cope with large numbers of visitors.
A 12m x 30m universal clearspan structure accommodated the interactive part of the exhibition and an additional 25m x 10m structure for staff rooms.
A guest area designated for picnics was created using a 15m x 40m structure, providing ideal cover from the British Weather.
Fews also provided fully branded hospitality areas for Magnum Ice Cream (complete with designated massage lounge, where guests could relax and unwind in luxurious surroundings) and Flora, who used their area as an experiential zone, complete with tasting station.