by Simon Hainsworth, Managing Director of Corporate & Sporting Events [CSE]
Whether the focus is badminton or business, each new year sees a plethora of sporting events and conferences take place across the globe.
Yet as audience expectations shift and technology advances, organisers must rise to the challenges of 2025 or face being left behind – particularly as 44% of attendees now deem the use of tech vital for event engagement according to the Freeman report.
Tech, but make it personal
There is no denying that technology has left an indelible mark on the events industry, and the advent of AI means the sector is now looking at ways to integrate this new wave of tech into its offering.
Indeed, half of all organisers are planning to use AI according to the Amex GBT Global Forecast 2025 – compared to 40% looking to use mobile apps as part of their event and 31% aiming to incorporate virtual reality.
Yet there is also a demand from audiences for a more personal approach – they want to receive recommendations to help them schedule their time at an event; and they want an experience tailored to their interests.
This is where the challenge lies: balancing personalisation with the increasing need for technology to enhance audience experience, something a recent Amex report affirmed 33% of industry professionals believe to be the main benefit of tech.
However, rather than rushing to replace human face-to-face interaction, organisers can instead seek to implement AI to help with the behind-the-scenes functions.
Data is a great example: AI can sift its way through millions, even billions, of pieces of information and analyse them almost instantly to help capture vital information about an event. From ensuring personalised and valuable information is delivered to the right individuals, to driving easier communication between stakeholders in different countries or even continents to aid logistics.
Welcome one and all
Technology can be used to partially overcome the current industry challenges around accessibility and inclusivity: whether it’s using translation apps to assist foreign-language speakers, or navigation voiceover functions which can help individuals with a visual impairment navigate the event space.
There has been so much talk in recent years around broadening the number of people who can (and want to) watch or take part in sports, helped enormously by the success of England’s Lionesses. Unfortunately, there are still barriers for some sections of society when it comes to sport being ‘for all’.
The Power of Sport report from the Disability Policy Centre revealed 52% of disabled people were unable to watch sporting events in venues such as stadiums due to a lack of accessibility.
And it is a similar story when it comes to inclusivity, diversity and equality at non-sporting events, where 68% of industry respondents to the Inclusivity Matters report (C&IT and ACC Liverpool) revealed lack of diverse representation as a barrier. Others cited include socioeconomic, physical and language barriers, as well as issues around transport and unconscious bias.
While there is a way to go on the journey, the good news is that most of the industry has started taking the vital first steps towards true accessibility and diversity: in fact, the same study reported 86% have already tried to make events more inclusive and this is set to continue into 2025 and beyond.
The future is greener
Sustainability is not a new concept, but it remains as relevant as ever in 2025. Event attendees expect more than ever from organisers: a real commitment to environmentally friendly practices which go above and beyond the ‘standard’.
We saw this evidenced at the Paris Olympics in 2024, which was the first summer games to take place after the publication of the sustainability-focused Olympic Agenda. 95% of venues were existing or temporary structures, while new infrastructure like the Aquatics Centre included features such as solar panels, bio-sourced materials, and seats made from recycled bottle caps.
The Games used 100% renewable energy, and all venues were accessible by public transport, with the athletes being transported using electric, hybrid and hydrogen-powered vehicles.
As we progress into 2025, sustainable events will continue to be at forefront of the industry agenda, with organisers encouraged to think of their own eco-credentials when planning every aspect – from venue to travel and logistics.
Conclusion
Ultimately, with the events industry set to grow in value to approximately £1.6trillion over the next four years, it is clear there are plenty of opportunities for organisers to maximise their success – and their profits – but the clever use of tech, and a focus on both sustainability and accessibility will be key to ensuring the sector can meet the challenges of 2025 and beyond.
