LD Eventos has an outstanding track record in producing sports and wellness events. Since 2015, we have collaborated on organizing landmark events such as the Euroleague Final Four across Europe, as well as crossfit events with Reebok, large-scale yoga masterclasses in collaboration with Oysho, and meditation events sponsored by Rituals. We are passionate about this field and eager to expand and enhance our portfolio of sports events.
Today, we have the pleasure of interviewing LD Eventos’ co-founder and production director, Agus García, to gain his perspective on what it entails to produce an event of the magnitude of the Final Four.
What role does LD Eventos play in the organization of the Euroleague Final Four?
LD Eventos has been collaborating with Euroleague since 2015 in the production of its most emblematic event, the Turkish Airlines Euroleague Final Four, the premier basketball event in Europe. LD Eventos primarily collaborates in two aspects: coordinating the production and implementation of the Branding Plan and serving as the company responsible for Arena Production, which involves planning, coordinating, and addressing the requirements of various departments in the venue where the competition will take place, including competition, media, marketing, operations, broadcast, entertainment, and ticketing departments.
In which countries/cities have you collaborated on this event? Can you highlight some editions based on their location, cultural experience, or way of working?
Since 2015, Euroleague has renewed its trust in LD Eventos for all subsequent editions of the Final Four, and thus, we have participated in editions held in Istanbul, Berlin, Belgrade, Vitoria, Cologne, and Kaunas. This has provided us with the experience of developing the project in different working and cultural contexts, which has been a significant learning experience and an exercise in adaptation and skill acquisition to work in challenging environments with complex cultural and logistical conditions. Perhaps where we noticed the most difference or required greater adaptation efforts were in the two editions in Belgrade and Istanbul.
What changes have you observed throughout the different editions of the Final Four, and what would you highlight?
The event has grown with each edition, and there’s a stark contrast between the 2015 edition and the one held in 2023. It has grown and innovated in its use of new technologies, a more decisive commitment to first-class entertainment, broadcasting, and creating a better and richer experience for both fans and the numerous accredited media. There’s a continuous commitment to improvement and attention to detail, with an increasing focus on values such as sustainability, including the use of new materials for branding and detailed monitoring of generated waste and its treatment, among others.
What are the main challenges of producing an event of this magnitude?
Producing an event like the Final Four presents significant challenges in terms of logistics, infrastructure, and technology. It requires meticulous advance planning to ensure precise resolution within stipulated deadlines and guarantee optimal results. Meeting the needs of the competition itself and all stakeholders involved, including TV, media (around 400 accredited outlets), entertainment, and Euroleague, is perhaps the biggest challenge. Coordinating the requirements of different departments and fitting all these requirements into shape and time simultaneously is demanding.
And what are the associated rewards?
The celebration of the matches, seeing venues filled with fans, and witnessing months of planning come to fruition is extremely rewarding.
The next edition will take place in Berlin. How are you preparing for it?
For this year’s edition, we have been working since the end of last year alongside the Euroleague team and the team at the Uber Arena. It’s a new edition with new challenges, adapting to new formats in new environments once again.
An ideal event for you would be…
After all these editions, it would be particularly exciting for us to celebrate the Final Four in Barcelona someday.