Music, Mascots, and Matches: How Sports Events Are Becoming Full Entertainment Packages

The world of sports in the 21st century has changed drastically. Sports events are no longer solely focused on athletic ability and competition; they have become entertainment spectacles. From great musical acts to well recognized mascots, fan engagement zones, and everything in between, the world of sports has found a home in the world of entertainment. Certainly, the rise of entertainment has a basis in globalization and commercialization, but the confluence is based much more broadly - competition is just one of many things spectators now expect, as entertainment and engagement become reference points for audience expectations that reflect shifts in technology, media consumption, and culture.

There is a long-term trend of sports and entertainment merging into single, multifaceted events for the benefit of not only die-hard fans but also families, influencers, sponsors, and ultimately, a global audience.

Traditionally, sports have been a straightforward demonstration of skill, stamina, and strategy. But, in this age of digital distraction and entertainment consumption, the paradigm of the modern sports event and the vision of global reach are shifting. This article is accelerated by music, mascots, and ever-growing features that enhance the fan experience.

The Transformation of Sports Spectatorship

Remember the time when attending a sporting event just meant going to watch the match and then walking home? Today, sports spectatorship—from social viewing to live events (i.e. fan-events)—is focused on public engagement, spectacle, and immersion.  "Sportainment," or the intersection of sport and entertainment, is reflective of the cultural capital being demanded by sport and social spectators that is entering the market as a result of the growing demand for deeper levels of engagement and social experiences that also have meaning as personally worthwhile experiences. Together with the emergence of culture within sports beyond the competition, the spectacle, celebration, festival, and fairground experiences are commonplace in spectator experiences.

To be clear, this has started to happen in all aspects of and in form across sport; from cricket, football, and rugby to basketball, league championships, and festivals like the Olympics. Of course, organizations, franchise teams, and sponsors are investing into experience that extend beyond the match or game. This includes a slate of pre- event concerts, half-time shows, digital activations, themed after events or parties, and much more. it is clear that the winner and loser of the event matters less than how entertaining the entire event experience was!

The Emergence of Sports Entertainment Culture

The idea of “sports as entertainment” is not new. Ancient Roman gladiatorial battles were not only battles but performances and spectacles as well. However, it encompasses an expansive version of this idea—particularly as global sporting events continue to face competition from other entertainment formats like OTT, Socio, Gaming and Technology. 

Continuing to be relevant, sports leagues and franchises are mixing entertainment and culture with a good bit of technology. Not only will they provide a game but a multi-hour experience to include the fans and keep the audience engaged from the moment they arrive to the end of the game.

Music as a Key Element

Music is a very important component of the ambiance around sports. The thumping entrance theme, happy goal music, or even live music enhances the emotions to which fans connect with the sporting products.

Live Acts and Half-Time Concerts 

Super Bowl, FIFA World Cup, IPL (Indian Premier League), and NBA All-Star Weekend are examples of larger events that feature world -famous acts as the experience of the event with well-known musicians will be more attractive. The Super Bowl halftime show is now a global entertainment gross and often attracts more people to value the half-time concert than the actual game. For example, Beyoncés, Shakira, and Rihanna have performed at the Super Bowl in a manner in which the performances are now part of general pop culture history.

Closing and opening ceremonies for leagues such as the IPL (Indian Premier League ) feature musical acts, and make the event a major attraction for sports and entertainment fans. The musical acts improve the place's atmosphere, can improve sales, engage sponsors and broadcasters, and attract a broader audience of sport fans than regularly would attend sport events.

DJ Culture and In-Stadium Playlists

To be sure, less high profile games also use carefully curated in-stadium music to help take control of the mood and energy. DJs are booked to interact with crowds through remixes, chants, or local anthems. Clubs and franchises now take time to consider their walk-out songs, theme music, and chants, and how it perpetuates their identity and, even further, allows them to connect with their fans more deeply.

The Emergence of Mascots in Branding

Mascots have moved from being costumed characters to branding tools and engagement specialists. Today, mascots aren’t just providing entertainment for kids, but also serve as creators of content, about being influential on social media, and ambassadors for fans.

Mascots as a Tool for Engagement

Fans love mascots like Benny the Bull of the NBA, Gritty of the NHL, and La’eeb of FIFA for their humour, theatrics, and relatability. They dance, walk through the crowd, and join silly social media challenges, all of which tend to get picked up and go viral. For a sports team, this kind of distraction is critical in maintaining relevance, especially during an off-season.

In India, mascots such as Moochu Singh of the IPL Rajasthan Royals, or Sheru from the 2010 Commonwealth Games, do the same things. There is a linking of the mascot to local culture but more importantly, there is a link in the process of developing a brand of the team.

Merchandising and Brand Loyalty

Mascots are a major driver of merchandising. Fans eagerly purchase plush toys, apparel, mugs and themed, branded fan gear that goes along with the team mascot. When fans are able to keep items that have a tie to the team mascot, it helps to drive team revenue and provide fans with tangible items to show their loyalty. Additionally, the emotional attachment fans form with mascots helps shape the long-term branding of the sport or franchise.

The Match-Day Experience: Spectating vs. Participating

More and more sports stadiums/beaches are being designed to look and feel more like entertainment complexes with fan zones, virtual reality experiences, live gaming zones and gourmet food courts. The idea is to transition fans from being passive spectators to active participants.

Fan Zones and Interactive Spaces

Fan zones can be set up outside or inside stadiums. These areas often offer mini-games, player/celebrity meet-and-greets, selfie stations/take-your-own-photo stations, or even VR simulators. At football world cups or Formula 1 races, fan parks can gain as much notoriety as the actual game or event is the amount of community build-up and activation that occurs prior to game time or check-in.

The sports business landscape has changed with the addition of music, mascots, and larger match-day experiences to create a wholly entertaining experience.  This transformation reflects changes in audience expectations, and the impact of media and technology as the lines between sport, art, culture, and commerce continue to blur. In a growing environment of the new normal, we can expect the future of sport to be more entertaining, inclusive, and experiential.

What began as an intention to entertain fans, has exploded into what is now a cultural phenomenon all over the globe. Regardless if you are a die-hard supporter, a casual viewer or someone who is enticed by the music and festivities, the national/international event that is now a sporting event provides experience and opportunity for all. In this new era of sport, matches no longer have to just be won on the field, they are remembered in the beats of drums, the dance of mascots, and the cheers of engaged and entertained fans.

The Future of Spectator Sports

Today's sporting event is not just a game anymore: rather, it is a complete experience; a gathering; a media event; and a business. The blend of music, mascots, and entertainment brings more than just a match to those attending. In rebranding themselves as experience makers to engage their fans, the sports industry is creating new levels of engagement to fans; higher levels of viewing and attendance, greater levels of engagement in conversation, and changing the potential to make those relationships deeper and more meaningful.

As technology improves and audiences change, the merging of sport and entertainment will become even more connected. The stadiums of the future will look like a concert hall, a digital form of entertainment, a global community, and the backdrop to the age-old sport of competition. When the transformation of experience and entertainment is fully realized, the beautiful game—the beautiful sport—will become more beautiful.

BY ANANYA AWASTHI