Corporate Events, Incentives, Conference Management | First Event

Inspiring a Sales Team with a London Stadium Conference

Client

Overview

Our client, a major food delivery company, wanted to elevate their annual sales conference with a fresh, motivational approach. With 350 attendees in London, the goal was to inspire pride, foster collaboration, and unite the sales team around their “Winning London” mission.

First Event worked closely with the client to design an internal conference that was as iconic as its venue, creating a shared experience that motivated and connected the team while reinforcing strategic business objectives.

At the London Conference, a man kicks a soccer ball at an indoor event while others watch and hold small boxes. The venue features stadium seating and a partially covered roof. conference event in a stadium event entertainment on bikes A crowd sits facing a large screen displaying food and the text up to inside a stadium, likely during the London Conference. Digital side screens read STAY CONNECTED AT LS WIFI and LONDON STADIUM. The stadium roof and seating are visible.

The Challenge

The client wanted their annual sales event to be more than just a meeting; it needed to reignite energy, strengthen team bonds, and reflect the excitement of their “Winning London” mission.

The client’s objectives were to:

  • Create a shared experience that sparked passion, pride, and stronger relationships among the sales team.

  • Inspire new ways of communicating event content to make it more engaging, memorable, and impactful.

  • Capture the vibrancy of London in the event design, reflecting the client’s mission of “Winning London” and energising the team.

Our Solution

By combining strategic messaging, creative design, and immersive technology, the event inspired attendees while delivering tangible value for the business.

To achieve these goals, First Event combined venue, technology, and creativity:

  1. Iconic Venue

    The London Stadium offered a world-class backdrop, allowing AV and technology to immerse attendees in the content from the opening session on the main screens. This set the tone before delegates moved into smaller, interactive breakout sessions.

  2. Compelling Storytelling

    The welcome video was more than an introduction—it told a motivational story, showing attendees their role in achieving the “Winning London” mission and sparking forward-thinking discussions.

  3. Dynamic Creative Execution

    Every detail reflected the event identity, from stadium branding to digital wraps around the building. The design and messaging reinforced engagement, energy, and team connection.

  4. Memorable Celebration

    The event closed with a London Underground-themed celebration in the heart of London’s street food scene, offering a fun, shared experience that strengthened team relationships.

The exterior of West Ham United’s stadium displays large digital billboards advertising the London Conference: Sales Summit 2024 event. The stadium’s name is visible above the entrance, and the area outside looks empty. A man stands and speaks into a microphone on stage at the London Conference, addressing a seated audience. Two other men sit beside him in a modern setting with large windows and hanging lights as the audience listens attentively.

Event Success

350

internal employees attended from across the UK.

57.7%

of attendees found the content extremely useful.

80.3%

found it engaging and valuable

Why

It Worked

The event’s success came from combining strategic intent with creativity and immersive execution. The iconic venue amplified engagement, storytelling connected the team to the mission, consistent branding created a cohesive experience, and celebratory moments strengthened relationships.

Key insights from the event include:

  • Venue choice amplifies impact – an iconic location makes content immersive and memorable.
  • Storytelling drives engagement – narratives help attendees understand their role in broader objectives.
  • Attention to detail matters – every element, from AV to branding, contributes to a unified experience.
  • Shared experiences foster collaboration – celebrations and interactive moments reinforce connections and boost moral
A person stands on stage facing a large seated audience at the London Conference in an open stadium, with a partially covered roof and tiered seating visible in the background. A large group of people gather on a green floor area for a London Conference event inside a mostly empty stadium with white seats and a well-maintained soccer field in the background.

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