International recognition for Pool Deck at the Gabba

Swimmers enjoying the innovative cricket fan engagement experience developed by TLA Worldwide and Cricket Australia

TLA Worldwide is proud to have been recognised at the Leaders Sports Awards, shortlisted for our work with Cricket Australia on the Pool Deck at the Gabba campaign.

Shortlisted under the Live Experience category, the international awards celebrate the best in hospitality, sponsor activation or fan atmosphere.

TLA and Cricket Australia have been shortlisted alongside some of the world’s best agencies and sporting bodies including Bleacher Report, Twitter, Manchester United, Unilever and Google.

Over 450 entries were submitted by a wide range of companies from 31 countries during the nine-month process and the final 25 companies shortlisted for this year’s Leaders Sports Awards have been revealed.

The entries were reviewed by an expert panel of over 100 senior industry executives from international organisations including BBC, FIFA, Heineken, Sky, McLaren, Premier League, Paris St Germain, Arsenal FC, Formula 1, BT Sport, PUMA, Etihad Airways and many more, part of a rigorous judging process that was overseen by integrity partners Northridge Law.

Live Experience Shortlist:

2018 US Open
by United States Tennis Association

Drone Racing League at BMW Welt
by Drone Racing League

Formula 1 Gran Premio De Mexico
by Formula 1

Pool Deck at the Gabba Stadium 
by Cricket Australia and TLA Worldwide

The Overwatch League Grand Finals
by The Overwatch League

The winners will be announced at the Leaders Sports Awards on 9 October, at London’s Natural History Museum, immediately after the 2019 Leaders Sport Business Summit, which takes place on 8 and 9 October.

The Pool Deck at the Gabba campaign included a custom structure occupying three seating bays at the Commonwealth Bank Day/Night Test Match at the Gabba over the summer.



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The Pool Deck provided fans with the chance to experience cricket in a truly unique way with not only shaded seating decks but a 10m x 8m pool to cool off in the hot Brisbane summer weather – officially the best seats in the house!

The result? A 50% increase in attendance from the benchmark, including the highest non-Ashes Gabba Test crowd since records began and an estimated $8.8 million worth of media coverage value.

For more information on the campaign click here.

For more information on the Leaders Sports Awards click here.

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