We're on a Mission to deliver entertaining live shared sporting experiences that are remembered forever

About Us‍

A global sports event & fan engagement agency. Known for delivering thrilling, creative, consistent & memorable major events that excite fans, athletes, sponsors & broadcasters. We honour tradition, improve live experience, innovate with technology & production, amplify the event profile on all platforms and give new & old fans compelling reasons to share & engage with your sport.

See It.

Bright colours of banners and flags, mass choreography, theatrical visual effects & pyro displays that light up the stands and fans faces. Interactive big screen & LED perimeter content that highlights your stars, shows in-game graphics and sponsor features. Watchable, clickable, shareable mobile moments captured by your global viewers and that go viral - we get all eyes on your sport.

Hear It.

As noisy fans’ clapping, cheering and chanting swells, we programme the anthemic music that also builds excitement, honours the clubs’ cultures, punctuates big in-game moments and celebrates victory. Tracks that build tension or celebration, familiar or surprising, classic stings and sing-a-longs all programmed to create a memorable soundscape for your prestigious event.

Feel It.

We humans experience a full range of emotions at live sports events; nervous anticipation, the pleasure of being part of a passionate crowd, exhilaration at victory or empty disappointment at defeat. Our productions help orchestrate these feelings, connections and sentiments to make deeper and lasting memories, and build loyalty for your teams, your events and your venue.

See It.

From bright colours of banners and flags, theatrical visual effects & pyro displays that light up the venue and fan’s faces to interactive big screen & LED perimeter content that highlights your stars, in-game graphics and sponsor features - we get all eyes on your sport.

Hear It.

As noisy fans’ clapping, cheering and chanting swells, we programme the anthemic music that builds excitement, honours nations’ & clubs’ cultures, celebrates victory and we play both familiar and surprising tracks, stings and sing-a-longs to create a memorable soundscape for your prestigious event.

Feel It.

We humans experience a full range of emotions at live sports events; nervous anticipation, the pleasure of being in a passionate crowd, exhilaration at victory or empty disappointment at defeat. Our productions help orchestrate these feelings, connections and sentiments to make deep and lasting memories.

Our Work
‍

English Football League (EFL) Season Finals

For two full seasons, The Sports Presentation Company have worked with the English Football League to plan and manage the large-scale technical production and creative delivery of the high-profile Carabao Cup Final at Wembley, one of the biggest and most prestigious trophy events in the world football calendar and the richest games in world football, The EFL Play Offs.

As The Carabao Cup Final broke UK attendance and TV audience records in 2023 we have to ensure that the eye-catching, entertaining opening ceremony serves both teams and the headline sponsor equally. To deliver on this scale we devise logistically efficient mass choreography plans using over 200 military personnel along with our expert team, to execute iconic pitch displays combined with live performers and fan flags. A stadium DJ provides a soundtrack throughout the event and as a rare major domestic final played at night, celebratory sounds are joined with a synchronised LED and light show to theatrically enhance the winner’s trophy moment – all to exact broadcast timing. Serving 86,000 partisan fans successfully, with the intense demands of global broadcast is a huge challenge we’ve delivered seamlessly, with the added benefit of sponsor Carabao recently extending their naming rights for three further years.

FIBA X Multi Venue Planning

A long term project to develop and implement a tournament-wide creative fan engagement programme, we leveraged basketball’s sporting, brand and cultural assets across 72 international matches, at five venues in four cities using multiple native language production teams. Over four weeks of competition, our venue producers delivered consistent entertainment programmes that used athlete narratives, stats and data, animations and live performances to inject cultural personality and wide appeal for each competing nations’ passionate and vocal fans.

Vitality Nations Cup X Immersive Production

Using an integrated courtside LED content design, with a big screen and dynamic light show to start every match, we elevated the Series globally to make netball a ‘must watch’ event. The series generated record gate receipts and broadcast viewing figures, consistently across the series and showed how with a finite budget, our creative and technical production teams were able to work with broadcast to deliver a consistent look/feel at every venue, and maintain the highest standards of production and fan engagement.

British Cycling X Streaming Production

As experienced cycling producers, our team took responsibility for the technical andeditorial production of the live National Track Cycling Championships. Using fan’s native viewing platforms, such as Facebook Live, coverage was to the highest standard and included full graphics and data, instant replays and the comprehensive fan engagement programme also ensured in-venue spectators had to-the-second information and insight through our expert onsite presenter team.

Harlequins Rugby at Twickenham Stadium

For the last three years, The Sports Presentation Company have originated a creative concept, produced, staged and delivered a spectacular show for the most attended and anticipated annual match in world club rugby, Big Game at Twickenham. We work with forward-thinking Harlequins Rugby to wow fans with non-stop entertainment, excitement and a breath-taking stadium-scale production by developing the theme across every fan touch point, assembling a team of specialist technical suppliers, and working closely with each high-profile artist to plan out a detailed event narrative. Past performers include Pete Tong, Faithless, Craig David and the Kaiser Chiefs. In a Twickenham first, we used sky and pitch focused lasers, synched with music, to compliment the complex lighting show, meaning rigorous safety planning as well as innovative staging and to-the-second timing. Following the success of our first iteration, along with a packed, high-energy fan zone, ticket sales for this match have increased year-on–year with nearly 80,000 fans now regularly having their hearts and minds filled with unique entertainment at this iconic stadium.

LIMA X Sports Presentation & Ceremonies

We created a structured event planning programme to help train each functional area in their understanding of the cultural and commercial value and impact of a thorough SPP programme. Over 18 months pre-games, our input gave the LOC all the tools required to search, evaluate and appoint a local SPP supplier with a US$6m contract to run the programme. Our contribution resulted in the successful, seamless delivery of the Games and Para-Games over 39 sports (61 disciplines) at more than 20 indoor & outdoor venues including over 1,000 medal ceremonies.

EE Wembley Cup X Brand Activation

Working with EE’s agencies, we developed and delivered a match day experience for a record 35,000 young football fans to watch their favourite YouTube stars play live in three 30 minute matches at the national stadium. This activation ‘on scale’ was content rich, millennial-focused, digitally-integrated and was not only shortlisted for industry awards but racked up very impressive social engagement metrics.

Taekwondo World Championships Manchester

With over 1000 athletes, competing on seven consecutively operational ‘courts’ thatreduced to a single TV show court for evening sessions, we designed and built a uniquely versatile, field of play where the use of big screens, courtside LEDs, dramatic lighting and a mobile drape system allowed conversion of a huge arena in to an intimate 2,500 seater amphitheatre between sessions, making the audience experience more intense and dramatic for finals, showcasing the athletes theatrically in an upgraded manner commensurate of world title fights or NBA games. Gamification of a ‘Marvel studios’ worthy sport.

Our Clients‍

Our Capabilities

Depending on your event size, scale or ambitions we can support you directly by taking full ownership of projects, collaborate on specific elements or simply add bandwidth to your existing team. We have expertise in:

Multi-Venue Games planning

Representing and overseeing Sports Presentation (SPP) as a functional area within any major games LOC, we strategically, diplomatically integrate planning and creative with all departments and partner agencies, to guide technical, staffing, protocol and cultural elements making sure the fan experience across multiple venues, sports & disciplines is consistent, engaging and secure.

Sports Presentation & Ceremonies

With extensive and intimate understanding of the rules, protocols and cultures of over 30 globally played sports we design, plan & manage large-scale pre-match shows, orchestrate multiple award ceremonies, pageantry and artistic performances, with a youthful eye on social content creation, innovation and entertainment.

Immersive Production

With a knowledgeable consideration of sport delivery, broadcast, crowd migration, FOP access, tenancy timing and more, we specify hardware, content and artistic performances that make our original theatrical production schemes shareable, iconic and memorable and in keeping with your sport and event identity.

Brand Activation

With a creative portfolio of proven activations that will create unique and memorable digital or live brand touchpoints, we also originate work that can extend seamlessly from fans’s homes to transport hubs, stadium concourses, hospitality and, naturally, the field of play and in-seat experience.

Broadcast & Streaming

From basic, agile remote camera coverage with live digital distribution and measurable analytics, through to full-scale host broadcast HD OBs, we can assist in delivering live TV productions for innovative, world-class programming across multiple linear, native and digital platforms.

Content Production

With access to top athletes and brand assets, or simply producing unique sizzle reels and promos, we regulate shoot and edit short-form features for social and live venue play-out, along with creating dynamic graphics and interactive fan engagement elements to fill your screens. Securely managed and tightly scheduled our content teams intuitively understand sporting consumption and fans.

fan zones

This is our space to give the visiting fans, new and old, a unique event day experience and create a buzz worthy atmosphere, building excitement and anticipation for the match ahead. A combination of physical, interactive, theatrical, digital, shareable and communal experiences each one is designed to be accessible, inclusive, and enjoyed by all spectators, and adaptable to varying space and weather conditions.

Our People

We’re fortunate to work with some of world sport’s best technical, organisational, production, creative, venue, commercial and strategic freelance specialists. Guiding them, our valued team grind every day, to make sure that your event is also world class.

Andy Friedlander

Founder & Executive Producer

Multi-disciplined, innovative and hugely experienced, he has successfully delivered an extensive portfolio of international major events, broadcast & content creation projects over 20+ years. Widely sought for his strategic thinking, understanding of wider event industry trends and cross-platform engagement ideas.

Steve Adams

Creative Producer

A highly skilled creative producer with extensive international experience helming major events and sporting ceremonies.

Aynur Hamidova

Project Management Lead

A calm, diligent project management lead with experience in long term multi-site, complex international and domestic eventsA specialist in slick, large-scale delivery across fan zones, live sports events and major games, multi-lingual Aynur oversees the critical path from project inception to successful operational completion.

Alex Crofts

Assistant Producer

Meticulous, insightful and passionate, Alex graduated from Wembley’s prestigious UCFB and landed a coveted content programming contract with Eurosport. His role with us is to smoothly bring together multiple complex production elements. Creative, steady and with a huge sporting knowledge – when not working events, he’s in the crowd as a huge football and music fan.

Andy Friedlander

Founder & Executive Producer

Tom Smith

Senior Event Producer

Dynamic, organised & personable, Tom is both creative and highly functioning having previously held event roles with great responsibility at a relatively young age. He brings tight project management, ensuring that logistics, staff and contractor teams are seamlessly integrated in to our to-the-second schedules.

Alex Crofts

Event Coordinator