Major sporting events often anticipate movements that soon reach the corporate market. In this context, the 2026 World Cup provides an important opportunity to observe which technology, hospitality and experience solutions could gain ground in the events industry in 2027.
For CMOs and marketing directors, following these changes means looking beyond entertainment. After all, the scale of the competition makes it possible to see how brands and organizations integrate data, technology and operations to create more personalized experiences.
This is precisely the analysis being conducted by Milena Sakamoto, CEO of Eventesse, a Live Marketing agency, who is observing the event experience in real time in North America. The goal is to identify solutions that can be applied to corporate events and sales conventions in Brazil.
1. Frictionless experiences take center stage
One of the main trends being observed is the so-called frictionless experience.
At large-scale events, every stage of the participant journey needs to work together. Access, transportation, communication, service and guidance are all part of the experience, just as much as the main content.
Therefore, the challenge is not simply to accommodate thousands of people, but to maintain a sense of organization and individual attention even when dealing with large audiences.
2. The participant journey becomes a digital ecosystem
The experience starts long before participants enter the venue. Apps, personalized communication, geolocation and digital tools expand the touchpoints between brands and audiences.
For the corporate market, this points to an important shift: events are no longer isolated initiatives and are becoming part of a broader relationship journey.
In this way, the pre-event, the in-person experience and the post-event stage need to work together.
3. AI expands hospitality personalization
Another relevant movement is the use of Artificial Intelligence to deliver personalized experiences at scale.
According to Milena Sakamoto, technology does not need to replace human interaction. Instead, it can make it more precise. By collecting and interpreting participant information, AI can help teams anticipate needs and personalize service.
This combination of technology and hospitality is likely to become increasingly relevant in corporate events as well.
4. Crisis management needs to be almost invisible
At large events, unexpected situations are part of the operation. The difference lies in how quickly they are identified and resolved.
Redirecting queues, adjusting access points and managing crowd flows are examples of situations that can be addressed before they affect the participant experience.
For this reason, seamless problem-solving becomes an important indicator of operational excellence: audiences experience the result without necessarily noticing everything that was done behind the scenes to make it happen.
What do these trends mean for 2027?
For Milena Sakamoto, the next step for Live Marketing is not simply to digitize different stages of the experience, but to use data and technology to better understand people and strengthen their sense of belonging.
In this sense, major sporting events offer an important lesson to the market: scale and personalization do not have to be opposites.
In 2027, companies that see their events as strategic relationship platforms will be better prepared to create relevant, measurable experiences connected to business objectives.
Source: Portal Radar | Eventesse analisa as tendências de Live Marketing que vão ditar o ano de 2027. Read the original article