Following the success of the inaugural Sport Show held last year at Earls Court, L4K Events, the London based business behind the show, is gearing up for this year’s extravaganza. The Sport Show is the UK’s only consumer sports exhibition and the focus for 2004 will be placed even more heavily on the ‘come and try’ interactivity featured last year. The key will be to provide the exhibitors and sponsors with a unique backdrop to merchandise and sell product alongside numerous platforms for sporting interaction with the tens of thousands of consumers estimated to attend.

Of particular note for 2004 will be the inclusion of The Olympic Experience in partnership with the British Olympic Association (BOA). This feature has been added to coincide with the Olympic Games taking place in Athens this summer and will be sponsored by Swatch. Swatch will be bringing their interactive equipment which provides consumers with the chance to experience the pace and excitement of six Olympic disciplines with the objective of communicating their Olympic Games property to the final consumer and to push sales of their Olympic collection as well as their entire Swatch collection.

Marzena Bogdanowicz, Director of Marketing for the British Olympic Association, adds,
‘With the excitement that the Olympic Year will generate amongst the public at large, The Sport Show is a perfect vehicle to encourage the public to immerse themselves in the sporting world. The interactive emphasis of the show is extremely important in inspiring future British Olympic Champions to begin their pursuit of sporting ambitions. The BOA is delighted to be involved with The Sport Show 2004.’

The Sport Show will be in association with The Daily Telegraph and other major sponsors include Nissan who will be promoting their X-TRAIL in conjunction with the Adventure Sports Zone, Sport England who continue to promote grass roots sport and HSBC who are sponsoring the Golf Zone.

Nicole McGuinness, Sponsorship Manager for HSBC said: ‘In addition to our sponsorship of the HSBC World Match Play, we have made a commitment to support golf at all levels from the ground up. The Sport Show is a unique event in the UK that gives adults and children alike the chance to experience a wide variety of sports. We are very pleased to be associated with this event’.

Other media partners include Eurosport who will run a campaign of 30 second Sport Show commercials and Kiss FM who have been signed up to run a co-promotion in the two weeks leading up to the event. There will also be a 4-sheet poster campaign focusing on the promotion of the event on the London Underground.

For more information on The Sport Show visit or please contact Andy Kiwanuka on 01895 433 588 or email