Last weekend saw the world’s top table tennis nations compete for glory in the ITTF Team World Cup at the Copper Box Arena, London. It was also our biggest branding project to date and a fabulous demonstration of what we at HS Clothing love to do.
From banners, floor stickers and signs, to umbrellas, T-shirts, a fully staffed official merchandise stand at the event and online shop, here’s how we helped our client create a truly world-class atmosphere to match the magnitude of the event.
Our first walk around at The Copper Box Arena with our client, Table Tennis England (TTE) took place around four months before the event. The Copper Box was built for the London 2012 Olympics, has a seating capacity of 7,500 and is regularly used for major sporting events.
Like most modern arenas, the Copper Box has a lot of exposed concrete. Not very inviting itself but a great blank canvas for temporary branding to really transform the venue.
To brand the Copper Box internally and externally for the ITTF Team World cup, including:
- Large window graphics on external entrances welcoming spectators to the event
- 400 metres of vinyl banners to surround the spectator seating
- Floor stickers to welcome and direct visitors
- Large pop-up screen for press area
- Multiple pop up stands to define and decorate the VIP area
- Large vinyl posters 3 x 2m to adhere to concrete walls
- Multiple door signs
- Media bibs
- Complete volunteer branding (from uniforms to gratitude packs)
- Official merchandise product selection, design and production
- Retail stand for official merchandise, staffed for the four-day event
- Online shop for pre-orders of official merchandise
- Event installation & Post event pull down.
Branding the Box that Rocks
Event branding has many functions. It defines the brand, promotes the sponsors, provides information and helps provide the atmosphere to transform a venue.
Branding an arena the size of The Copper Box, the budget could be endless. However, with strategic use of the display materials, we kept within a tight budget whilst fulfilling the client’s needs.
We printed hardwearing floor stickers for the entrance hall as well as window graphics to welcome spectators and competitors. Simple pop-up banners were used to direct players and fill spaces in the arena concourse. Larger pop-ups were used to cover the vast expanses of concrete and give the VIP area a high-end look and feel.
We installed a large press backdrop that was used for media interviews, displaying the sponsor’s logos, as well as large event sponsor floor stickers for the field of play.
Then there were the 400 metres of vinyl banners, which surrounded the spectator seating to really transform the venue. All manufactured in-house. We installed all of this in two days, being on site for any minor snags throughout the event.
Did We Mention That England Won A Bronze Medel?
Throughout an event, it is crucial that the staff including volunteers are clearly visible. With emerald green uniforms in mind, we worked with Table Tennis England to select the clothing required before creating digital mock-ups of design options.
With the designs confirmed, we produced in-house over 300 embroidered polo shirts, 150 tracksuit tops and outdoor jackets, along with a printed event gym bag and water bottle for each volunteer. There were also printed events umbrellas, which again we produced in-house, along with bibs for the media team.
Event merchandise is great. Everyone wants to take home a little piece of the action with a memento, so there’s rarely a need for a hard sell. It also publicizes the event free of charge and increases brand awareness. Finally, it allows the organizer to increase revenue at the event.
For the ITTF Team World Cup, we designed and produced an official merchandise range including low-cost items that people could purchase on the day. These included horns, key rings and pin badges, alongside embroidered hoodies, polo shirts, scarves, V-neck sweaters and printed events T-Shirts. There really was something for everyone to take a small piece of the Team World Cup away with them.
For those eager visitors, and those unable to make it to the event itself, we created an online shop page for people to pre-order their items to collect at the event, or have shipped directly to them. There was a positive response to this from customers, allowing us to gauge how popular certain items may be and gauge popular sizes for clothing prior to the event and tweak our stock levels accordingly.
In total, as well as VIP goodie bags, we produced over 600 merchandise items for this event and by the end of a very busy Sunday, we had sold out of almost everything and with being the manufacturer as well as a retailer, we were able to take and process orders at the event to post out in the days after the event.
To be given the opportunity to brand such a momentous event has been a great highlight in the development of our business. We believe it showcases firstly how small businesses can achieve great things when in partnership with enthusiastic clients with a common goal. Secondly, how event branding can be a versatile tool, regardless of the size or magnitude of the event or company. If you work with a branding company who understand your requirements, are experienced and can be completely relied upon, it can be a major element of the event planning sorted with very little stress.
Although we thoroughly enjoyed branding a major event, and are already in discussions about the next one, we absolutely love working with our local customers from our offices in Stafford. We’ve seen some fantastic local businesses set up in the past eighteen months, from physiotherapists to prosecco vans, gymnastics clubs to new restaurants and provided uniforms, signs, banners, pop-ups, business stationery and promotional items. It’s great to see them all thriving.
We’d love to help more local business with their branding and are keen to take on some clients for local events. For any further information regarding the event or business branding or any of the services mentioned in this post, please do not hesitate to get in contact with us either via email on firstname.lastname@example.org or call 01785 211 779.
The HS Clothing Team