Events are no longer just about the game — they’re about the full experience. Fans today expect more than competition; they want seamless access, elevated amenities, and moments worth sharing. From the basics like clean facilities and quality concessions to immersive storytelling and brand activations, every detail shapes how value is perceived. Drawing from experiences at WWE and USA Lacrosse, this session explores how rights holders can transform events into experiences that drive revenue, loyalty, and long-term growth.

*This session is part of the Rights Holder track and has been designed for professionals in that role.