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 on the ‘come and try’ interactivity featured last year. The key will be to provide the exhibitors with a unique backdrop to merchandise and sell product alongside numerous platforms for sporting interaction with the 50 000 consumers estimated to attend. L4K Events are in the process of selling event sponsorship and signing up exhibitors.

L4K Events Founder, Andrew Mabbutt, comments,

‘We are a nation that is overtly influenced by sport be it tennis, football, golf, fashion, rock climbing or triathlon. For many of us sport is our ‘third space’ the first two being work and home. Just ask any newspaper editor about the 50% of their readership that think the back page is actually the front page!

The Sport Show is the ultimate sports experience. The most fantastic interactive features, sports personalities and fabulous prizes are built into this unique exhibition to create the optimum environment for brands and retailers to engage directly with their customers. Our vision is the creation of THE most amazing sports store. A place where visitors can buy or discover any sport related product they wish and have an experience they won’t forget in the process.’

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 2004 and the plan is to create a multi-sensory Olympic experience at The Sport Show.

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.’

Following a three way pitch L4K Events has appointed sports marketing agency Benchmark Sport to handle the marketing and PR for The Sport Show. The brief involves the creation and implementation of a campaign across TV, Outdoor, Print and Digital Media alongside full public relations exploitation.

For more information on The Sport Show, please contact Nick Propper at Benchmark Sport on 020 7240 7700 or email