BREAKOUT 2bis: Enduring Engagement - Turing Passion Into Loyalty

Sponsored by Laval Sport Cité

What turns a great event into lasting loyalty? This session explores the power of authentic community engagement and how sport can unite people, build pride, and create momentum that lives well beyond a single moment. Drawing on real-world experiences spanning grassroots campaigns, major brand partnerships, and local sport business leadership, this conversation will highlight what truly drives connection: shared purpose, compelling storytelling, and meaningful collaboration between events, brands, and communities.

Discussion Points

• What “enduring engagement” actually looks like (and how it’s different from hype)

• How to turn a one-time event moment into long-term community pride and participation

• The ingredients of a successful grassroots movement: purpose, ownership, and momentum

• How brands and partners can add value authentically (and avoid feeling transactional)

• Storytelling that works: how to build narratives people want to be part of

• Creating loyalty through experience: what keeps people coming back

• Practical ways event organizers can activate communities before, during, and after an event