Case Study: Newcastle Knights Fan Day : Event Management

Event Lead for Caltex and Jack & Co

We were engaged as the event lead representing Caltex and Jack & Co at the Newcastle Knights Fan Day, delivering a high-energy brand activation designed to engage fans and maximise on-the-ground impact.

In the lead-up to the event, we managed key planning and coordination. This included developing the event run sheet, coordinating staffing, and organising event assets to ensure a smooth and professional delivery on the day. Our role was to act as the central point of contact and execute the activation with maximum brand visibility.

On the day, we led the on-site team responsible for installing the marquee, setting up the activation space, managing prizes and running the fan engagement activities. The activation was designed to be fun, fast-paced and highly interactive, creating a strong connection with Knights supporters of all ages.

The highlight of the activation was the prize wheel. The simple gamified concept proved to be an enormous success, at times drawing lines of more than 30 metres as fans waited for their chance to spin. Even after all major prizes had been exhausted, fans were still eager to participate—many simply wanting to “spin to win”. This reinforced just how powerful gamification can be as a drawcard at live events.

Event Management

Branded merchandise was extremely popular and almost entirely distributed across the day. Items included mini footballs, which tied perfectly into the Knights season launch and gave fans the added opportunity to have their merchandise signed by players—extending the value of the activation beyond the event itself.

Major prizes, including Newcastle Knights jerseys and shop vouchers, were also a strong attraction and helped drive early engagement and sustained foot traffic throughout the activation zone.

For corporate brands, outsourcing event management can often be more cost-effective than sending head office staff to manage local activations. By engaging an experienced local event lead, brands benefit from professional delivery, strong crowd engagement and seamless execution—without the additional travel and staffing costs.

We’re proud to support organisations big and small by stepping in to plan, manage and deliver pop-up events and brand activations that connect with local communities and deliver real results.