In the rapidly changing live events industry, staying ahead of trends is essential for maintaining a competitive edge.
We’re excited to share with you our 2024 Events & Partnerships Trends Report — a comprehensive resource designed to keep you informed and inspired as we look to the future of our industry.
Our team, positioned uniquely at the crossroads of live experiences, sports, and entertainment, has crafted this report to deliver invaluable insights drawn from primary research and real-world event examples.
This year’s report highlights six key trends that IMG champions, shaping the dynamic landscape of live events today.
trend 1
The rise of event tourism
Explore how events are becoming major travel destinations, driving significant economic impact and reshaping how we think about location-based experiences.
trend 2
Sustainability as a consumer expectation
Dive into the growing demand for environmentally responsible events and how sustainability is no longer just a buzzword but a key expectation from audiences.
trend 4
Gen Z content; A new age of consumption
Gain insights into what resonates with Gen Z — a generation that prioritizes authenticity, innovation, and connection.
trend 5
The rise of AI in live sports events
AI is transforming the fan experience, making sports more immersive and interactive than ever. Embracing these technological innovations is a must to stay ahead in the game.
trend 6
The rise of ‘Sportainment’ in crossover events
Learn about the blending of sports and entertainment, creating hybrid experiences that captivate diverse audiences and open new avenues for engagement.
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