Target and MLS
MLS All-Star Game

Case Study: Brand Activation Agency / Sports Marketing Company


The city of Atlanta welcomed Major League Soccer and Target at the Historic Fourth Ward Skatepark on the iconic Atlanta BeltLine. The five-day celebration included a packed schedule of entertainment and charitable events leading up to the 2018 MLS All-Star Game.

The festivities included food, drinks, games, a viewing party and live musical performance featuring rapper and Atlanta native 2 Chainz. As the title sponsor, Target was looking to plan and execute a complete brand activation and sports marketing strategy in front of the $1.5 billion newly built Mercedes-Benz Stadium, home of the Atlanta Falcons and Atlanta United FC.

With decades of experience as a sports marketing company and brand activation agency, VOLO was tasked by the agency with the crowning jewel of the activation: design and implementation of custom-branded, interactive tent structures. The branded structures were to act as the centerpiece of the event, while featuring games, giveaways and a one-of-a-kind holographic display.

Geodesic Tent Sports Marketing Brand Activation
Experiential Marketing Dome Tent Image

VOLO Events Agency was able to deliver a truly innovative and unique experience for all those who took part in the five-day festivities and feature match between the best of the MLS and the defending Serie A champions, Juventus.

The hard-working team at VOLO Events provided a turn-key solution for Target’s ambitious brand activation campaign. The VOLO team of experts planned and executed several state-of-the art geodesic dome tent structures, including all corresponding support and logistics in a timely fashion.

The team also handled all relevant power, HVAC, labor, flooring, branding, engineering and technology for the sports marketing activation which drew thousands of happy soccer fans and brand advocates from around the country.

Geodesic Dome Tent Structure Target MLS

VOLO Events Agency understands that pulling off an engaging and interactive sports marketing campaign for such a high-profile event is no easy feat. Tasked with lofty expectations, as well as time and budgetary constraints, VOLO delivered to Target and its stake-holders a memorable and exciting brand activation.

The result was a multi-disciplinary approach of entertaining displays and structures which protected fans from the elements, all while providing enhanced aesthetics and creative branding inside the park.

In the end, VOLO was able to help Target engage with droves of soccer and music-fans from all over, leaving them with a lasting and positive impression of the brand.

Branded Geodesic Dome Tent

VOLO’s Charles Marto managed this project. Charles is a Primetime Emmy-winning Producer, with over 30 years of experience in the live events and entertainment business.

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