HSBC Championship 2025: Fan Zone

Client: IMG on behalf of HSBC Event: HSBC Championship 2025 Activation: Fan Zone Location: Abu Dhabi, United Arab Emirates  

The Brief: 

For the 20th edition of the HSBC Championship, IMG partnered with Provision Events to deliver a vibrant, high-impact Fan Zone that celebrated two decades of one of the DP World Tour’s most iconic tournaments. 

HSBC wanted an experience that catered to all age ranges, reflecting their commitment to inclusivity, innovation, and community engagement. The brief called for a dynamic space filled with interactive golf challenges, family-friendly activities, and areas for relaxation; all designed to elevate the spectator experience and strengthen brand affinity throughout the event. 

The Process: 

Provision Events designed, produced, and delivered a full suite of interactive golf challenges, including the Gong Shot Challenge, three unique swing stations (Target Practice, Longest Drive, and the HSBC 160-Yard Challenge) and the always-popular HSBC Putting Course. Each activity was built with precision and branded to integrate HSBC’s visual identity, ensuring a cohesive and premium look and feel. 

To ensure broad audience appeal, we incorporated non-golf elements such as a nail painting station, a dedicated kids’ play park, and comfortable seating zones for guests looking to relax and take in the atmosphere. The layout was designed to maximise flow, encourage participation, and keep the energy high across the tournament days. 

Provision Events handled the full end-to-end delivery, including concept development, construction, branding, onsite staffing, guest engagement, and operational management. 

The Result: 

The Fan Zone became one of the most memorable features of the 2025 HSBC Championship. Packed with activity and excitement throughout the week, it successfully attracted families, golf enthusiasts, and casual spectators alike. Guests embraced the challenges, enjoyed the play park, and relaxed in the dedicated seating areas, creating a lively environment that enhanced the overall tournament experience.

The activation not only celebrated the milestone 20th anniversary of the event but also reinforced HSBC’s reputation. The combination of diverse activities, engaging gameplay, and polished delivery resulted in a highly effective and widely praised Fan Zone for both HSBC.