Müller Olympic Fanzones Product Sampling Staff | London and Manchester

01

The brief

Müller wanted more visibility as a key sponsor of Team GB during the Olympics.

We were asked to manage experiential events at two large Olympic Fanzones, one in London and one in Manchester, giving spectators an immersive place to follow the Games while sampling Müller products. The fanzones had to work as places to watch live sport and as a stage for the brand's support for Team GB.

03

The team and how we ran it

We supplied two large teams of experienced sampling staff, one for London and one for Manchester, so each fanzone had its own team on the ground.

Event managers and our HR staffing team ran the operation on site, looking after the teams and keeping the quality of every interaction high. Every member of staff was equipped with a bespoke briefing pack that combined Müller's brand information with our own event know-how, so the teams could talk about the products and the sponsorship with confidence.

04

How it ran

• Sampling: Müller products handed out free to spectators across both fanzones.
• Viewing: giant screens and a relaxed seating area kept spectators in Müller's space for the live action.
• Activities: Olympic-themed sports challenges encouraged the public to take part, linking the brand to its Team GB sponsorship.
• Social: branded props and themed challenges drove posts using #InTeamGB'sCorner.
• Characters: costume characters gave spectators a photo moment between events.
• Management: event managers and our HR staffing team on the ground at both sites.
• Briefing: bespoke briefing packs combined Müller brand information with our event know-how.

05

Why it works

Running two fanzones in two cities at once needs a team in each place, managed on site and briefed the same way. Two dedicated sampling teams, event managers on the ground and one bespoke briefing pack meant spectators in London and Manchester met the same Müller story, the same products and the same activities.

If you are activating a sports sponsorship, our sports event staff and sports event sampling teams can staff fanzones, viewing areas and spectator spaces in more than one city at once.