The Drum (09/13/21) Cooper, Abby

Many event organizers are testing hybrid in-person/virtual experiences to guarantee that all audiences are served as a sense of post-pandemic normality starts to return. As a key sponsor of the Union of European Football Associations (UEFA) Champions League, Heineken hosted a virtual celebration to mark the start of the championship in August 2020, including an eight-hour virtual music kickoff event with DJs livestreaming from various locations worldwide. The event was also streamed on UEFA and Defected Records' social channels to boost brand awareness. As pandemic restrictions are lifted, businesses now have greater flexibility for organizing and hosting events. For example, the U.K.'s Reading and Leeds festivals were held this year, with organizers ensuring the implementation of certain provisions to make fans feel safer. Both festivals supported testing and vaccination centers, encouraging their younger audience to get vaccinated at the event. Presently, integrating the virtual and in-person experience is permitting events to go ahead, and granting some celebrants the freedom to do what they enjoy. Although virtual and hybrid events will not become the new normal, they offer a medium for businesses to reconnect with audiences and help with the event industry's comeback.

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