Great sport. A better event around it.
Earthly works with sporting event organisers to create the food, hospitality, wellbeing and experiences that surround the main event — helping turn a great sporting occasion into a memorable day for participants, spectators, partners and guests.
The sport is the headline. Everything around it matters too.
The best sporting events are no longer defined solely by what happens on the course, track, pitch or court.
From the moment people arrive, food, atmosphere, hospitality, wellbeing, entertainment and brand experiences all contribute to how an event feels — and how it is remembered.
Earthly works alongside organisers to curate these surrounding experiences. We can build individual elements or take responsibility for a complete area of the event, bringing together trusted food operators, independent producers, practitioners, suppliers and experiences under one coherent concept.
The result is a better experience for the people attending and one less complex part of the event for the organiser to manage.
More than catering. A complete event experience.
Our role can be as focused or as broad as the event requires — from curating food traders to developing an entire spectator, participant or hospitality zone.
Food & Catering
Quality food concepts, independent operators, producers and catering selected around the audience, scale and style of the event.
Event Villages
Curated destinations combining food, drink, seating, entertainment, producers and experiences within the wider sporting event.
Recovery & Wellness
Participant recovery, stretching, mindfulness, nutrition and wellbeing experiences particularly suited to mass participation and endurance events.
Brand Activations
Meaningful ways for sponsors and partners to engage with spectators and participants through useful, memorable experiences.
Guest Experiences
Food, drinks, styling and atmosphere for sponsor, partner, VIP and stakeholder hospitality areas.
Supplier Management
Sourcing, selecting and coordinating the right independent businesses and specialist suppliers for the brief.
We understand mass participation sport.
Earthly’s sporting event experience includes working with the Royal Parks Half Marathon, where we created the Plant Based Village as part of one of London’s best-known mass participation sporting events.
It brought Earthly’s food and event curation experience into a major sporting environment — creating an additional destination within the wider event experience.
That experience shapes how we approach sporting events today: understand the audience, complement the event rather than compete with it, and create something people genuinely want to spend time in.
Give people more reasons to stay.
A thoughtfully curated event environment can extend dwell time, improve the spectator and participant experience and create more opportunities for sponsors, partners and local businesses to engage with the audience.
Before & After
Food, hydration, recovery, nutrition and spaces where participants can meet friends, family and fellow competitors before or after their event.
More Than Watching
Quality food, seating, activities and experiences give spectators more to enjoy throughout the day.
Inclusive Experiences
Areas and activities that broaden the event beyond the core sporting audience and make the occasion more welcoming.
Useful Activations
Partner experiences designed to add something to the event, rather than simply adding another branded stand.
Independent Businesses
Carefully selected food businesses, makers and producers that bring quality, personality and variety to the event.
One Curated Solution
Earthly can manage the curation of multiple operators and experiences, reducing the number of individual relationships your event team needs to handle.
Hospitality should feel part of the occasion.
For tournaments, competitions and premium sporting occasions, Earthly can curate hospitality environments around the character of the event.
That can include food, independent producers, drinks, styling, furniture, planting and guest experiences — brought together to create somewhere people genuinely enjoy spending time.
- Guest & partner hospitality
- Premium food experiences
- Independent food operators
- Drinks & refreshments
- Event styling
- Wellbeing experiences
- Sponsor integration
Big event. Smarter footprint.
Large sporting events create large operational demands. Sustainability needs to work in the real world.
Earthly takes a practical approach: making better choices where they can genuinely be implemented without compromising the experience or creating unrealistic promises.
We look at the suppliers, ingredients, serviceware, waste, logistics and sourcing decisions within the areas we curate and identify opportunities to do things better.
Different sports. Same opportunity.
Whether the audience numbers in the hundreds or thousands, the principle remains the same: create an experience around the sport that makes the entire occasion better.
You run the sport. We’ll help build the experience around it.
The Brief
We understand your event, audience, numbers, site, commercial partners and what you want to improve.
The Concept
Earthly develops the right mix of food, hospitality, wellbeing, activations and experiences.
The Curation
We source and coordinate suitable suppliers, operators and experience partners around the agreed concept.
The Event
Everything comes together as one considered part of the wider sporting occasion.
Make your sporting event more than the sport.
Planning a major sporting event, race, tournament or mass participation experience? Talk to Earthly about the food, hospitality, wellbeing and experiences surrounding it.
