News + Events | May 11, 2026 News + Events HOK’s John Rhodes Talks Sports Venue Brand Engagement with the Financial Times The Financial Times featured HOK’s Director of Sports + Recreation + Entertainment – International, John Rhodes , on the evolution of brand engagement in stadiums and arenas—and what it means for venue design and the fan experience. As sports continue to draw fans through shared moments of anticipation, excitement and community, brands are investing more into physical venues to connect with audiences in meaningful ways. Brand presence in sports venues now extends well beyond traditional naming-rights agreements. Increasingly, it includes spaces that reflect a brand’s product, values or commitment to a community. At Roig Arena in Valencia, designed by HOK in partnership with ERRE, a whisky-branded lounge immerses fans in the brand through a tailored hospitality experience. “You’re not just buying a seat anymore—you’re building an experience,” Rhodes said in the Financial Times interview. While these branding opportunities at stadiums and arenas are becoming more sophisticated, he also stressed that authenticity should be at the center of the experience. “It has to feel like a benefit to the fan, not something being pushed at them,” Rhodes said. Looking ahead, Rhodes expects the physical and digital environments in sports venues to complement each other, delivering more personalized fan experiences. These integrated environments will blend hospitality, entertainment and the game together, creating new opportunities for brands to thoughtfully embed themselves in the overall venue experience. Read the full article in the Financial Times . Related Projects Roig Arena Market / Discipline Sports + Recreation + Entertainment Lifestyle Architecture Interiors Experience Design Related News May 6, 2026 Miami to Expand Paddock Club Hospitality With New Extension Overlooking Turn 1, Making It One of the Largest in Formula 1 Apr 28, 2026 HOK and ROSSETTI Join Forces to Create Expanded Global Sports, Recreation and Entertainment Design Practice Apr 17, 2026 Toronto Tempo to Develop World-Class Performance Centre
Curated by Taleb Kabbara · Source: www.hok.com