Brussels Urban Sessions: activating sponsors at the bar

The challenge: F&B is unpredictable, yet indispensable

Organizing a sports event requires a substantial budget. Revenue from food & beverage is unpredictable, but essential. That is why Urban Sessions wants to get the most out of its partners. Sponsors and ticketing partners shouldn't just be on a banner; they need to provide real value to the visitor.

At the same time, the organization operates with a small team and a limited budget. A digital platform must not require extra resources or additional work.

• How do you activate sponsors in a way that visitors actually notice?
• How do you set up campaigns without creating extra work for a small team?
• How do you learn from every edition and make adjustments during the event?

The approach

A fast lane for those paying with Payconiq

Over several editions, visitors paying with Payconiq (now Bancontact Pay) were able to skip the bar queue via a fast lane: show & go. A benefit for the visitor and visibility for the payment partner at the busiest point on the grounds.

Credit in the ticket package

Cera customers received a QR voucher with their ticket, providing credit to spend at the bars and food trucks. A package deal that activates the sponsor and brings the visitor straight to the bar.

Turn campaigns on and off whenever you want

In the management platform, the organizer can activate the necessary campaigns and vouchers themselves: per edition, per partner, per campaign, and per time slot. No development work, no extra staff.

Learning from every edition

The platform stores insights across editions: sales, operational elements, peaks, and consumption patterns. This allows Urban Sessions to sharpen its approach with every edition. And during the event, the team can pivot wherever the monitoring indicates.

Remote support

The Urban Sessions team now knows the platform inside out. Beyond Ordering provides remote support: quickly accessible, without the need for an extra team on-site.

Result

The result: campaigns that hit the mark

The promotions were a hit: many visitors opted for the fast lane or used their vouchers. Sponsors gained visibility at the bar, and the organizers gained insight into their revenue, both during and after the event.

What you can take away for your event

• Make your sponsors visible where visitors actually go: the bar. A fast lane or a credit does more than a banner ever could.
• Bundle credit with the ticket via a QR voucher. It drives visitors to the bar, and usage is fully measurable.
• Build across editions. Use insights from last year to sharpen your strategy for the next one.

FAQ

How do you activate sponsors at an event bar?

Give the sponsor a role in the ordering or payment flow. For example, a fast lane for those paying with the payment partner, or a QR voucher with credit that a sponsor's customers receive along with their ticket. You can toggle these promotions on and off yourself in the management platform, per edition and per time slot.

Which POS system is right for a small event team?

A system you manage yourself, without the need for extra staff. Visitors pay with their own cards or smartphones at mobile all-in-one terminals. You set up vouchers and promotions via the platform, and support is available remotely.

How do you use data to improve a recurring event?

Compare your editions: sales, peak times, consumption per bar, and the use of promotions. This shows you what works and where you need to adjust. During the event, live monitoring shows you exactly where to scale up or down.