Pre-Match Shows and Performances: How Sponsors Integrate into Football Entertainment

Modern football is more than a sport — it’s a global entertainment product. And nowhere is that more evident than in the spectacle of pre-match shows. From fireworks and drone displays to musical acts and fan-driven performances, pre-match entertainment has become fertile ground for sponsors seeking visibility, engagement, and cultural relevance. In this article, we explore how sponsors integrate into the matchday experience before kickoff, and why these moments matter more than ever in a competitive sponsorship landscape.

1. From Stadium Lights to Brand Spotlights

Gone are the days when sponsorship was limited to static perimeter boards. Today, brands are becoming part of the show — sometimes quite literally. Sponsors now fund and co-create the visual spectacles that happen before matches, using them as stages for storytelling and emotional engagement.

A prime example comes from Arsenal FC, who introduced an immersive pre-match light show experience at Emirates Stadium during the 2024/25 season. In partnership with production firm CUE and tech provider Stadium FX, Arsenal turned matchday into an interactive light spectacle — involving the fans directly through mobile technology.

Supporters were encouraged to participate by downloading the official Arsenal app and syncing their smartphone flashlights with the stadium’s LED system. As music played and players emerged from the tunnel, thousands of lights pulsed in unison across the stands, mirroring the audio-visual effects throughout the stadium. This activation seamlessly blended sponsor technology, club identity, and fan participation into a single emotional moment — setting the tone before a ball had even been kicked.

2. Music as a Sponsorship Activation Tool

Music has always been a powerful emotional connector — and sponsors know it. Brands like Pepsi and Spotify have embraced this by curating pre-match playlists, sponsoring live performances, and creating branded musical moments.

A landmark example is FC Barcelona‘s collaboration with Spotify, where pre-game concerts inside the stadium feature rising artists tied to the brand’s global promotion strategy. Fans become part of the show, while Spotify strengthens its cultural position in football.

Pepsi, the long-time official sponsor of the UEFA Champions League, has transformed the pre-match ceremony at the UCL Final into a global entertainment spectacle. Starting in 2016, Pepsi began curating live performances on the pitch minutes before kickoff. In 2021, the final in Porto featured a high-energy remote performance by Marshmello, joined by Selena Gomez and Khalid in a hybrid virtual-AR show that reached millions globally. In 2023, the final in Istanbul included a live set by Burna Boy and a performance by Brazilian pop star Anitta, broadcast live and integrated across Pepsi’s digital platforms — creating one of the most talked-about moments of the night.

These shows not only entertain fans but reinforce Pepsi’s global brand image and association with youth culture, music, and football.

In 2024, rock legend Lenny Kravitz headlined the UEFA Champions League Final pre-match show at Wembley Stadium, combining classic rock energy with a high-production stage setup co-branded by Pepsi and UEFA. The performance was streamed across social media platforms, generating high engagement and coverage across both music and sports media.

Looking ahead, the 2025 final in Munich is set to feature a groundbreaking performance by Linkin Park — marking their return to large-scale live performances and symbolizing the fusion of legacy and innovation that Pepsi aims to represent. The announcement of the act was one of the most-shared sponsor news items of the year, showing how music-driven moments can spark anticipation months before kickoff.

3. Drone Shows, Fireworks, and the “Wow” Factor

Technology has unlocked new creative formats for pre-match experiences. One standout example took place at Newcastle United‘s St. James’ Park, where fans witnessed a dazzling drone light show before a key Premier League fixture. Organized in collaboration with Skymagic, the aerial performance synchronized with music and featured club-themed imagery — including player silhouettes and the club crest — illuminating the night sky above the stadium.

These visually striking activations generate viral content, boost sponsor media value, and transform matchday into a digital-first spectacle. Often, the majority of value comes not from the in-stadium audience, but from social media reach and earned media impressions.

4. Community and Fan-Driven Performances

Some of the most meaningful pre-match activations come from community involvement. Sponsors increasingly fund local dance crews, youth orchestras, and fan choreographies as part of their CSR and inclusion initiatives.

One standout example is Brentford FC and Hollywoodbets, who supported a local street dance crew to perform on the pitch before kick-off — tying their campaign to local youth empowerment. These activations are low-cost but high-impact in terms of brand affinity and authenticity.

5. Product Integration in the Show

Some brands use the pre-match moment to creatively showcase products. Telecom brands have used augmented reality to demonstrate 5G capabilities. Sportswear sponsors like Nike have revealed new boots during player walkouts synced with lighting effects. Energy drink brands often build tunnels of LED light with sampling zones as fans enter the stadium.

The key is subtlety. The most effective integrations enhance the experience — rather than interrupt it. The activation becomes part of the memory, not just a commercial.

6. Measuring the Impact

Pre-match activations can be measured in several ways:

• Live audience engagement: applause, fan feedback, participation rates
• Digital amplification: shares, views, and earned media from the show
• Brand lift: post-event surveys and sentiment analysis

With tools like AI audience tracking and real-time sentiment analysis on social media, sponsors now track the ROI of pre-match shows as seriously as they do jersey impressions.

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