Sostav published an article “Sport 2026: the end of the logo era”. The idea is simple: banners no longer work, and brands need to build into the viewer’s experience through the phone.
Hard to argue with. At a match or concert the viewer looks at the phone, not at the boards. They see the logo on a board but do nothing with it.
A flashlight show gives the viewer a new experience, and right after it every participant sees a brand promo in the browser. Every click shows up in analytics. How it works is in browser advertising after the show, and numbers from a match are in fan engagement numbers.
At the Sirotkin concert at SummerSound phone screens across the crowd glowed pink: that is the GROMKA.SHOW colour. Your brand’s colours and logo can take its place, and after the show a promo, a vote or a prize draw opens on the same page.
P.S. The Sostav article itself is clearly AI-generated and full of AI phrasing, but its point is right.
Which other event marketing tools give measurable results is in our event marketing article. Formats for brands are on the concert and match advertising page.
