As rugby fever sets in, are you contemplating why you’re not actually there in Japan experiencing the Rugby World Cup action live?

Well, we are too. And although we’ll have to make do with watching it all on TV, even if in a pub with friends, it’ll be hard to ignore that FOMO (Fear Of Missing Out) feeling.

That’s why as sports marketers, when selling event tickets and hospitality, we tap into the insight that there’s nothing quite like the atmosphere of watching live sport, and the emotional levers it pulls, which you just can’t replicate by watching TV.

Watch our show reel for some campaign highlights, where we turned up the notch on the FOMOmeter to drive event sales.