Marstons The Boat Race

How do you use audience and event insight to activate a partnership with a landmark sporting event?

The Opportunity

Marston’s became the official beer sponsor of the Oxford Cambridge Boat Race in 2019, and were awarded the exclusive use of Furnival Gardens in Hammersmith as an official fan park for the event. Marston’s approached massive for full service event delivery, following years of previously delivering fan parks for the Boat Race and their other sponsors Adnams, Chapel Down & Rupert & Buckley.

The highlights

The fan park at Furnival Gardens attracted thousands of spectators on race day in 2019 who enjoyed the finest pints of Wainwright’s in the beer tent with bespoke built wooden bar & big screen race action. In addition we brought some of London’s greatest street food traders to Furnival Gardens, alongside mobile can sellers & pop up merchandise units. Following our work with Marston’s we also delivered an exclusive VIP area at Countryfile Live, welcoming 400 invited guests over the course of the event. We are currently working on plans for the brand to activate at events in 2021 including The Boat Race, Countryfile Live & Bedford River Festival.