The College Football Playoff organization needed to create an immersive, multi-day fan experience that spanned over 300,000 net square feet for more than 100,000 college football fans just days after the final national championship matchups were determined.
When Eli Marketing was tapped to lead the College Football Playoff Fan Fest in January 2025 in Atlanta, they needed a production partner who could navigate scale, complexity, and last-minute execution. With 25+ sponsor activations from F100 brands like State Farm, Chick-fil-A, Disney, and AT&T, the stakes were high and timelines tight. From floor planning, logistics, and technology, every detail had to be seamless.
Eli Marketing tapped Fern to handle the full spectrum of production and event logistics. While Eli Marketing led floor planning and sponsorship strategy, Fern focused on technical feasibility, union requirements, and onsite execution to ensure each activation met venue guidelines and elevated the overall fan experience.
Supporting Fortune 100 brands with custom build-outs and high expectations is Fern’s expertise. While many corporate sponsors bring their own exhibit agencies, Fern plays a critical coordination role, managing everything from rigging, carpet, and freight to electric and internet connections. The team bridges the gap between venues, brands, and builders to ensure timelines, safety protocols, and expectations are met.
Fern also worked directly with Eli Marketing to concept and build large-scale brand activations and key experiential spaces on the show floor.
Over 100,000 fans engaged with more than two dozen immersive activations inside the Georgia World Congress Center in Atlanta. Fern’s behind-the-scenes expertise ensured on-time delivery, venue compliance, and smooth execution across all activations. Despite unpredictable variables such as the championship matchup finalized only days in advance, Fern kept logistics invisible and the fan experience engaging and seamless.
With a strong foundation of collaboration, Eli Marketing and Fern will partner again on the upcoming Big Ten Fan Fest in December 2025 at Lucas Oil Stadium. Together, they are redefining what’s possible at large-scale fan fest sporting events.
Fern oversaw complex logistics and execution for more than 300,000 square feet of sponsored booths at the Georgia World Congress Center. From ensuring wiring and technology were installed to venue compliance, the team ensured a seamless setup and successful delivery of this high-traffic event in collaboration with Eli Marketing.
Fern oversaw complex logistics and execution for more than 300,000 square feet of sponsored booths at the Georgia World Congress Center. From ensuring wiring and technology were installed to venue compliance, the team ensured a seamless setup and successful delivery of this high-traffic event in collaboration with Eli Marketing.
Working alongside Eli Marketing, Fern helped bring large-scale experiential zones to life—including sponsor booths up to 80x80. The team delivered creative build-outs, supported fabrication, and managed critical behind-the-scenes details that elevated the fan experience.
Working alongside Eli Marketing, Fern helped bring large-scale experiential zones to life—including sponsor booths up to 80x80. The team delivered creative build-outs, supported fabrication, and managed critical behind-the-scenes details that elevated the fan experience.
Serving over 25 major sponsors, including Fortune 100 brands like Disney and AT&T, Fern delivered comprehensive exhibitor support—from detailed kits and pre-show planning to onsite freight, flooring, internet, and last-minute print. Fern ensured every activation launched without a hitch.
Serving over 25 major sponsors, including Fortune 100 brands like Disney and AT&T, Fern delivered comprehensive exhibitor support—from detailed kits and pre-show planning to onsite freight, flooring, internet, and last-minute print. Fern ensured every activation launched without a hitch.
