Alerts on the news, across our phones and over the radio have announced the postponement of events, festivals and conferences worldwide. The first to announce the changes were festival heavyweights like Coachella, followed by Glastonbury, where the protection of thousands of people gathering in close proximity was paramount. Next sporting fixtures could no longer take place and the Euro’s and now Olympics have been rescheduled to 2021. The Government has taken stricter measures, reiterating the importance of staying in and limiting public interaction, resulting in no physical events taking place until further notice.
It’s been predicted there will be multi-million-pound losses for the experiential events industry following Covid-19 as brands review spend during this time. Understandably, it’s easy to feel apprehensive about what the future holds but where there is change or disruption, there is space for innovation and in the case of Covid-19, it’s no different. So, what does the future hold for the events industry?
Stage one – the immediate reaction
In the first instance, while restrictions are in place, digital will lead the way stepping into the space left by physical events, such as Formula 1’s virtual Grand Prix which attracted just under 300,000 viewers in the first week. Formula 1 has committed to running a virtual Grand Prix each race weekend and the opportunity for brands to get involved is surely inevitable. As viewers grow, this captive audience offers a chance to existing fans to enjoy the sport they love and the potential for new fans to be won, using a new channel to engage with them gives the chance to showcase the sport from every angle.
And it’s not just the sporting industry that’s taken a hit during these unprecedented times – the once lucrative live music industry is also in jeopardy. Although music artists have always been tech

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