FUEL's Sports & Wellness Spotlight
Our summer season and into September featured many standout sporting, fitness, wellness and fan experiences. We brought Wimbledon to Dawson Street, built a World Cup home ground in a landmark Dublin pub, took WellFest north for its first ever edition in Belfast, created and curated the ‘beating heart’ of Ireland's largest music festival, and closed it all out on the fairway watching Amgen-backed Shane Lowry lift the Irish Open trophy.
Amgen Irish Open: Four Days on the Fairway
FUEL brought the Amgen Activation Zone to life across four days at the Amgen Irish Open: an AI-powered "Caddie with Us" experience, interactive content exploring the Amgen brand, and a golf simulator putting fans' skills to the test, all in aid of Make-A-Wish Ireland.
The simulator doubled as a stage for a serious lineup of player clinics, with Ryder Cup legend Sergio Garcia, nine-time DP World Tour winner Bernd Wiesberger and 2024 champion Rasmus Højgaard all dropping by. The tournament couldn't have finished more fittingly: Amgen sponsored Shane Lowry lifting the trophy on Sunday.
Budweiser at Flannerys: A Home Ground for World Cup Fans
FUEL partnered with Budweiser and Flannery's to build a dedicated fan home for the World Cup, turning one of Dublin's landmark pubs into a fully branded matchday destination for the tournament's biggest games, bringing communities together around the sport.
Custom murals by local artists, stadium-style seating and a full Budweiser fitout set the scene, with 12 branded activations to keep fans returning, including a Prize Wheel rewarding Budweiser drinkers with merch, drinks and football prizes, plus complimentary sampling on arrival. Giant screens, live commentary and a proper matchday atmosphere turned Flannery's into the spot for Dublin's Brazilian, Spanish, French, English, Portuguese and Croatian communities, as much as home fans, to watch the biggest games of the summer together.
Stella Artois x Café en Seine: The Perfect Serve Club
Ahead of Wimbledon, we partnered with Stella Artois and Café en Seine on Dawson Street to bring a slice of SW19 to Dublin across two nights for industry, media and content creator guests.
Guests poured their own pint at a dedicated Perfect Serve station, got their glass engraved on the spot, and competed for the best pour of the night, with the winner walking away with a full Wimbledon experience. Michelin-starred chef Stephen Gibson curated the event menu, James Kavanagh hosted, and the 360 photo booth kept the interactive content flowing all evening.
Standout events to showcase the Stella Artois premium experience.
Get the facts. Be Drink Aware. Visit drinkaware.ie
WellFest’s First-Ever Belfast Edition:
Ormeau Park became home to WellFest’s first-ever Belfast festival this September, as fitness fans and wellness enthusiasts came together across two days to enjoy international, regional and local experts alongside some of the leading wellness and fitness brands.
Across five festival stages and areas, visitors moved from high-energy main stage workouts to soulful yoga flows, expert-led mental health conversations, family fitness sessions, and the WellVillage makers’ market, as WellFest brought its award-winning festival experience north for the very first time. This inaugural Belfast lineup saw global fitness star Joe Wicks and his wife Rosie Wicks headline the main stage, joined by Newry native Maeve Madden, Belfast-born therapist Owen O’Kane, Olympic gold gymnast Rhys McClenaghan and Paralympic gold medallist Ellen Keane and many more.
WellFest Belfast followed the flagship two‑day Dublin event, held annually each May, and marked the festival’s first expansion outside of Dublin as part of its 10 year celebrations since launching in 2015. From programming to production, marketing to partnerships, FUEL are very proud to deliver Europe’s largest fitness and wellness festival annually.
Croí at Electric Picnic : The Beating Heart of Irelands Biggest Festival, Again
Another year, another home built at the centre of Electric Picnic's Main Arena. Croí returned with five stages, Croí and Crescent Earth among them, anchoring a village of venues built entirely around movement and connection: dance, live music, shamanic drumming and meditation-focused workshops by day, DJs and live sets by dusk. All built by FUEL from the ground up.
Little Picnic: A Festival Within a Festival
For Electric Picnic's youngest attendees, we ran Little Picnic, a dedicated kids' area programmed with some of Kaleidoscope's family festival favourites, brought over to Ireland's biggest festival. A proper festival experience, just sized for the smallest fans in the crowd.
Thank you to Festival Republic and Live Nation for trusting FUEL with another year at the heart of Electric Picnic.
Want FUEL Behind Your Next Project?
Brand experience and activation, employee experience, content, marketing and PR, and our in-house tech production company covering strategy, event design and equipment: that's the full FUEL offering.
If you’re planning an event right now, get in touch: info@fuelhq.ie
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