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Twickenham Stadium hosts some of the biggest fixtures in the rugby calendar, and every year, USN, one of the tournament’s main sponsors, calls on us to help bring their sponsorship to life. Here’s how we’ve helped USN create a genuinely memorable fan experience for spectators arriving at the final.
Being a headline sponsor at Twickenham comes with a huge opportunity: thousands of spectators arriving early, excited, and ready to make a day of it with friends and family. For USN, simply putting a logo on a banner wasn’t enough. As one of the sport’s leading nutrition and performance brands, USN wanted their presence at the rugby final to feel active, energetic, and genuinely fun, values that align directly with the brand itself.
Every year, the brief has stayed consistent: go above and beyond to engage spectators the moment they arrive, and give fans and families something enjoyable to do together before kick-off.
Twickenham on the final day is one of the most competitive environments for brand engagement in UK sport. With multiple sponsors, huge footfall, and fans keen to get to their seats, USN needed an activation that could:
We’ve worked alongside USN every year to supply fully branded interactive games designed to get spectators involved from the moment they arrive at the ground. Rather than a static stand, USN’s activation gives fans and families a genuine reason to stop, play, and enjoy themselves together before the final kicks off.
USN’s identity is all about performance and energy, and the games reflect exactly that. Fast-paced, competitive, and hands-on, the activation mirrors the same drive and fun that USN brings to sport and fitness, giving the brand a presence at Twickenham that feels authentic rather than just another sponsor board.
One of the standout parts of the brief is making the experience work for everyone arriving at the ground, not just die-hard fans, but friends and family groups looking to enjoy the pre-match atmosphere together. The games offer a shared, sociable activity that gets people playing, competing, and laughing together before they head to their seats.
Returning to Twickenham for the final every year has allowed USN to build real recognition among rugby fans, with spectators now associating the brand with a fun, active part of their matchday experience rather than just a name on a hoarding.
Year on year, USN’s activation at Twickenham has given the brand a genuinely engaging presence among arriving spectators, turning sponsorship exposure into hands-on brand experience. Fans and families get a fun, competitive activity to enjoy together before kick-off, and USN gets a matchday presence that reflects its brand values far more effectively than traditional signage ever could.
It’s a strong example of how the right interactive game hire can help a sports sponsor go beyond visibility and create a genuine connection with fans.
For brands sponsoring major UK sporting events, interactive game hire offers a way to stand out from the sea of branded signage and turn passive sponsorship into active engagement. Benefits include:
If USN’s approach at Twickenham has sparked ideas for your own sponsorship activation, we’d love to help. From bespoke branding to full delivery and staffing on the day, we can build an interactive experience that brings your sponsorship to life for fans, friends, and families alike.
Get in touch with the Cyclone Game Company team today to start planning your next matchday activation.
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