Why product sampling at summer sporting events is a recipe for success
April 2026
There’s a special kind of magic that happens during British summertime. The nation’s attention turns to the freshly-cut courts of Wimbledon, the roaring engines at Silverstone or the global spectacle of the FIFA World Cup as summer sporting events ramp up and our minds are firmly focused on fun in the sun.
Almost twenty years working on brand activations has given Andy Flegg a unique vantage point on what grabs consumers’ attention at summer sporting events. Now an Account Director at Purity, Andy’s experience has grown from event management in 2007 to his role today, where he’s part of the strategic setup of brand campaigns. We recently chatted to Andy to explore his career evolution and his firm belief that summer sporting events offer a high energy blend of excitement and environment that simply can’t be matched by traditional product sampling experiences.
We asked Andy about the ingredients that turn a simple trial into a lasting brand memory.
The secret ingredient: leisure mindset
Unlike in a supermarket, where sampling often interrupts a task-oriented shopper in a rush, sporting events find consumers in a leisure mindset. They’re relaxed, social and emotionally invested.
When your team’s winning and the sun’s out, your response to new experiences skyrockets.
Andy explains “We’re not just handing out a product; we’re amplifying a moment.”
At Purity, we look at three main variables when shaping activation strategy:
- Footfall Patterns: How are people moving?
- Dwell Time: Where are they pausing?
- Storytelling Depth: Does the product need a quick handover or a full demonstration?
If fans are moving between sets or heats, roaming teams are vital to meet them in the flow. However, if the product requires theatre, like a perfectly served drink or a complex tech demo, a static destination stand allows for that deeper engagement.
Above all, a product must make sense in its environment to be successful, whether that’s providing refreshment during a hot afternoon, energy between matches or a celebratory element that fits the event’s atmosphere.
Our KFC Delivery Pit Stop at a service station on the way to Silverstone, prior to the British Formula 1 Grand Prix, was a great example of how we engaged with consumers who were in a leisure mindset.
The activity, which set out to raise awareness of KFC Delivery’s partnership with Sky Sports, created a high-octane pit stop experience, giving visitors the opportunity to have a unique car refresh experience, and a free KFC delivered directly to their car before they left the pit lane.
Planning for the Great British weather
Logistics are the unsung heroes of sampling. Whether it’s a heatwave or a sudden downpour, the product must be perfect.
We plan for all eventualities:
- Temperature control: Insulated units and on-site refrigeration to ensure perfect serve liquid hits the lips.
- Staff welfare: Providing branded waterproofs or padded clothing for when the sun goes down.
- Infrastructure: Shaded serving areas that double as rain cover.
Gamification
Andy says: “One of the most frequent questions I get from clients is how to make an activation feel authentic and not a marketing message tagged onto the main event. The answer lies in experience design.”
At a rugby match, you might see us setting up a passing simulator; at Wimbledon, we might use a ball pit filled with tennis balls for a lucky dip. The game doesn’t always have to be a literal recreation of the sport, but it needs a nod to the occasion.
The ultimate goal is for the brand to feel like an authentic part of the day, matching the energy between the Brand Ambassador and the consumer.
Picking the perfect team
Brand Ambassadors are the face of your brand. While it’s a bonus if they have experience or a love of the sport that your brand is aligning with, it isn’t a requirement. “What I look for is situational awareness and energy,” says Andy.
“I remember working at a heavy metal festival despite never having listened to the genre in my life. Because I knew how to stop people in their tracks and find common ground I could sell the product effectively.” He continues.
At Purity People, we curate teams that blend these social hitters with product experts to ensure the conversation feels natural, not scripted.
At Wimbledon, Purity created a Mountain of Youth themed installation within the iconic Wimbledon queue, featuring an Evian branded photo booth housed in a dome. This playful campaign with the official water sponsor for Wimbledon helped celebrate their long-standing partnership and promoted Evian as more than just bottled water.
What’s next?
A successful activation doesn’t end when the fans go home, it creates a legacy touchpoint. This might be a high-quality piece of merchandise, like a premium, rope-handled beach bag or a digital bridge like a QR code for a retail discount.
If a fan leaves the stadium associating your brand with one of the best days of their summer, the foundation for their next purchase is already laid. They’re not just buying a product, they’re buying back into that feeling of the sun, sport and success.
Bring your brand to life this summer
As Andy says, if your product enhances the memory of the day, it won’t just get tasted, it will be remembered. Let’s work together to make your brand an authentic part of this summer’s greatest moments.
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