ESPN Targets Multiple Audiences With ESPY Week Events

From an elite suite designed for athletes to an after-party for 3,400 with arena-level entertainment, ESPN's award week events catered to an array of specific crowds.

By Alesandra Dubin July 22, 2015, 7:30 AM EDT

Photo: Line 8 Photography. All rights reserved.

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ESPN’s ESPY awards, presented by Capital One, rolled into Los Angeles on July 15. Taking place at the Microsoft Theater, the official show celebrating the year in sports made many headlines in particular for the buzz surrounding Caitlyn Jenner’s Arthur Ashe Courage award acceptance speech.

Like the entertainment industry award ceremonies that blanket Los Angeles each winter, the sports-centric show also brought with it a host of related events around town, including ESPN’s many official events over several days. Among the affairs in the packed program were the 15th annual celebrity golf classic on July 14 at Pelican Hill Golf Club; the ESPYs experience fan event within Microsoft Square at L.A. Live with activities, performances, and red carpet viewing on award day; the ESPYs Escape suite at the Ritz-Carlton pool deck on July 14 and 15; an ESPN the Magazine preparty; as well as a massive official post-party on the Event Deck.

Each of the diverse events aimed to reach a specific audience—from the elite group of athletes and celebrities at the intimate suite to the large-scale post-awards party for 3,400 guests. The brand accommodated each demographic while meeting its marketing and entertaining goals.

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