The Boat Race

The Boat Race Company approached us to create a platform for sponsor activation while enhancing the fan experience. Our brief was to manage the creation of multiple fan zones along the race footprint — showcasing partner brands and ensuring a smooth, safe and enjoyable experience for a transient, high-volume audience.

Since 2016, we’ve delivered branded spectator zones for The Boat Race, tailored to support commercial partnerships and enrich the spectator experience. These activations take place across key fan areas, including Bishop’s Park and Furnivall Gardens, with additional work in the Riverside Stand in 2024.

Working closely with brands such as Adnams, Rupert & Buckley, Chapel Down, Marston’s and The Boat Race itself, we’ve created engaging fan spaces with food, drink, entertainment and clear signage — all designed to manage crowd flow and maximise dwell time.

In 2024, we partnered with Fulham Football Club for the first time to help deliver a spectator experience in their new stand, with continued fan zone delivery across all race sites.

Our work includes:

• Full event management planning and scheduling

• Site design and layout, including technical drawings

• Stakeholder and supplier coordination

• Subcontractor management in planning and delivery

• Live site management, logistics and crowd safety

• Fan experience infrastructure: large screens, signage, event furniture, lighting, etc.

• Security, stewarding and health & safety oversight

• Permissions, welfare, medical and emergency access planning

• Post-event reviews to drive continual improvement

• Ongoing partnership for over 6 years

• Delivered the first post-COVID fan zones in 2022

• Supported Fulham FC in 2023–2024 with spectator experience in the Riverside Stand

• Attracting over 20,000 fans each year into fan zones along the river

• Created an incredibly lively, branded atmosphere that enhanced visibility for sponsors