Delivering event branding for water-based sports events

The Challenges and Importance of Branding for Water-Based Events

Water-based sports events pose unique branding and signage challenges compared to traditional land-based venues. Unlike stadiums or arenas, where signage can be fixed to walls and structures, branding for regattas, boat races and open-water competitions must be visible from multiple vantage points, including the water, shorelines and aerial broadcasts.

At Wasserman Live, we understand that event branding in these environments requires a strategic, multi-layered approach to ensure visibility, engagement and durability in often unpredictable conditions. Whether for spectators on-site, competitors navigating the course or broadcasters capturing the action for a global audience, effective wayfinding and branding are critical to delivering an impactful experience.

Our Experience in Water-Based Event Branding

Wasserman Live has a proven track record of working with governing bodies, organising committees and event owners to deliver branding and signage solutions for some of the world’s most prestigious water-based sporting events.

London 2012 Olympic Sailing – Weymouth & Portland

During the London 2012 Olympics, we played a key role in delivering full event overlay and branding at Weymouth and Portland for the sailing competitions. This included the installation of essential wayfinding signage, spectator engagement branding and environmental dressing to enhance the venue experience. Given the vast, open-water setting, our team developed large-format branding solutions that were highly visible from both the shore and competition zones.

The Boat Race & Henley Regatta

For several years, we have provided branding and signage solutions for the annual Boat Race, ensuring effective course branding, clear identification of start and finish zones and high-impact sponsor visibility along the Thames. Similarly, at Henley Regatta, we have delivered branding solutions for the last three years, supporting everything from wayfinding structures to VIP hospitality dressing and riverside sponsor branding.

America’s Cup & Extreme Sailing Series

Internationally, our expertise extends to some of the most prestigious sailing competitions in the world. We were responsible for event overlay and branding for the America’s Cup in Bermuda, as well as the Extreme Sailing Series, which spanned twelve countries across four continents. Our work included branding for competitor zones, spectator areas and media backdrops, alongside providing critical infrastructure such as temporary structures, furniture and branded dressing elements. Managing the movement of event kits across the globe, we ensured seamless logistics and installation, maintaining brand consistency across multiple locations.

Southampton Boat Show & Swim Serpentine

Closer to home, we have provided overlay support for the Southampton Boat Show, an event that requires high-impact branding across marina spaces, floating pontoons and dockside exhibition areas. Most recently, we delivered branding solutions for the Swim Serpentine event in London, creating navigational signage, course markers and spectator engagement zones that ensured a smooth event experience.

British Rowing & The Power Eights

We have also worked closely with British Rowing, delivering branding solutions for The Power Eights in Bristol, an event designed to bring high-energy, sprint-style rowing to new audiences. Our support included sponsor branding, signage for spectators and competitors and dynamic on-course visuals to elevate the event’s professional appeal.

The Technical Challenges of Water-Based Signage

Unlike traditional event branding, water-based signage faces several unique challenges that require specialist solutions:

• Wind & Weather Resistance – Branding must withstand wind, rain and fluctuating weather conditions. We use durable, weatherproof materials to ensure long-lasting impact.
• Visibility from Multiple Angles – Signage needs to be legible from land, water and aerial perspectives. We employ high-contrast designs and strategic placement to maximise visibility.
• Floating & Buoy-Based Signage – On-water branding, such as floating banners and buoy markers, requires careful anchoring and stability to prevent movement during races.
• Sustainable Solutions – With an increasing focus on sustainability, we prioritise the use of reusable, recyclable and eco-friendly materials where possible.

Why Effective Branding Matters for Water-Based Events

Branding at water-based events is about more than just aesthetics. It plays a key role in:

• Wayfinding & Navigation – Helping spectators and participants easily understand the event layout, whether on foot or on the water.
• Enhancing Sponsorship Visibility – Ensuring commercial partners receive maximum exposure in high-traffic areas, both on-site and via broadcast coverage.
• Creating an Immersive Atmosphere – A well-branded venue enhances the prestige and professionalism of an event, leaving a lasting impression on attendees and audiences.

Partner with Wasserman Live for Your Water-Based Event

At Wasserman Live, we specialise in creating high-impact branding and signage solutions tailored to the unique demands of water-based events. Our expertise spans temporary overlays, large-format branding, sustainable signage and logistical management for international events.

If you’re planning a water-based sports event and need branding solutions that stand out and withstand the elements, please do get in touch.