Showcase Events
Even before DNA’s successful outdoor launch at the 2019 European Games in Minsk, European Athletics and the concept’s designers recognised the possibilities of indoor showcase events to enhance the competition programmes of top athletes and attract modern audiences, especially young people.
They understood that team-format events with some modified rules could supplement the winter calendar and provide additional athletes with enjoyable, high-quality indoor competition opportunities without compromising summer schedules or major championship ambitions.
They also felt that an indoor arena’s intimate atmosphere and audio-visual presentational possibilities – including multiple video screens, lighting and sound systems – combined with the engaging, fast-paced story of a DNA match would offer in-stadium spectators a unique experience that could be shared by those following remotely on their smartphones or other digital devices.
The theories were resoundingly proved in 2022 when, with the help of an innovative promotional campaign, the first international indoor DNA competition drew a near capacity crowd to Glasgow’s Emirates Arena and substantial international live-stream and social media audiences for an exciting match won by the national team of Spain.
Follow-up surveys of the spectators and the athletes from the six participating teams showed that both groups gave the event a big “thumbs up”.
A year later the potential of DNA for younger athletes was confirmed when Madrid hosted an equally successful six national team U20 match that was won by Great Britain and Northern Ireland.
Since then organisers around Europe have regularly expressed their interest to stage future indoor showcase DNA events.
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