Recognition in the Category’s Inaugural Year
We’re honored to be recognized with the Best Olympic Activation award at the Ex Awards by Event Marketer — and even more proud to have won it in the category’s inaugural year alongside our partners at Michelob ULTRA.
Building a Moment in Park City for Team USA
For the closing weekend of the Olympic Winter Games, we built a world in Park City, Utah, for Team USA fans who couldn’t make it to Milan — but deserved something just as extraordinary. Night skiing returned for the first time in nearly a decade. A world-renowned DJ performed at the summit, and 40 years of Olympic memorabilia, connecting 1980 to the present, was on display. Thousands of people gathered not behind a screen, but together, on the slopes, around fire pits, in a moment that couldn’t be replicated anywhere else.
That’s what experiential marketing is for. Not to surround people with messaging, but to give them something worth experiencing and remembering. Huge congratulations to the entire Sparks team, and to our partners at Michelob ULTRA for trusting us to bring this vision to life.
Update: A Second Award Follows at the 2026 PR Awards
Sparks and Michelob ULTRA win Best Sports Activation at the 2026 Experiential & Event PR Awards — for the Michelob ULTRA Summit at Park City during the Winter Olympics closing weekend.
