For the 3rd successive year over 50,000 fans watch from Bishops Park and Furnival Gardens
On Saturday 24th March, massive delivered two fan zones for The Cancer Research UK Boat Race 2018 between Oxford and Cambridge, on the banks of the River Thames. Situated in Bishops Park and Furnival Gardens, more than 50,000 people watched from both venues as Cambridge won both the men’s and women’s races for the first time since 1997.
Both Furnival Gardens and Bishops Park featured 40-square meter screens streaming the Race live. In each fan park massive delivered multiple pop-up bars and a street food market featuring some of the country’s finest food traders. Each fan park also hosted a number of activations including BNY Mellon, Cancer Research UK, Smart Water, the RNLI & Maserati.
“The Boat Race is enjoyed by such a diverse audience and during the three years we have been working on the event we have seen the fan zones attract huge numbers on Race day.
“By offering a wide range of activities and entertainment – from rowing challenges to a live choir – we were able to ensure that the fan experience isn’t only about the Race.
“Our ethos at massive is about bringing people together to share amazing experiences, and the atmosphere at The Boat Race really reflects this,” said Katie Heaton, Project Director at massive.
The fan zones also featured both the Official Leisurewear Partner, Rupert and Buckley and the Official Celebration Partner, Chapel Down. massive worked with both to activate their sponsorship for the event with an iconic “fan dome” situated in Bishops Park featuring a Rupert and Buckley store, bar and a live DJ. Across the river the team also delivered a hospitality area in Dulwich Boat House for Chapel Down.
“We’re extremely proud of our work with The Boat Race and its partners. It is one of the first major events in the sporting calendar so to be involved is fantastic for our growing team – we’re already looking forward to doing it all over again next year”
The Boat Race represents the second event of the season for massive which began in early March with the inaugural Big Half which was won by Sir Mo Farah. The next event is now only a few weeks away where the team will be working on the Brighton Marathon followed the week after by the London Marathon.