On Thursday, Torian Pro announced that they’re moving the three-day competition in Brisbane, Australia to a new location; the Queensland Tennis Centre. With 49 days before the event is set to kick-off, they have already sold out the original 4,000-seat arena. The upgrade to the Queensland Tennis Centre will expand the capacity to 5,000 spectators.
Why it matters: As popular as the CrossFit Games is, which easily packs out the 10,000 person Alliant Energy Center, Sanctionals and other smaller events struggle to pack the stands. In fact, very few Sanctionals can boast crowds above the 4K mark.
Do the math: A three-day silver pass, the least expensive three-day ticket, is going for $105 AUD/$71 USD. Four-thousand tickets nets out to be $420,000 AUD/$285,306 USD. Plus they have inked sponsorship deals with Red Bull and Reebok.
One important thing: Ticket sales are usually not a huge driver of revenue for events. Organizers rely heavily on sponsors, athlete registration fees and partnership agreements to make up the costs of an event.
- Pay close attention: Rich Froning, Tia-Clair Toomey, Chyna Cho, Tasia Percevecz, Royce Dunne, and James Newbury is an impressive roster.
And Torian isn’t the only event finding success in packing the stands. Last year, we wrote about the new event model found in the Fittest Freakest Challenge, a single-day four-long long event in Barcelona in partnership with Nike.
- Nearly 2,000 fans packed out the Sant Jordi Club in Barcelona for the four-hour event.
- Their livestream brought in 120,000 viewers in a single day.
- Guess who was on the VIP guest list: Mathew Fraser, Sara Sigmundsdottir, Lukas Hogberg, Laura Horvath and Sol Sigurdardottir.
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