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The 2022 World Games in Birmingham

The Goal

The World Games 2022 aimed to host a monumental, 11-day international event in Birmingham, Alabama, showcasing athletic excellence and cultural diversity. Objectives included:

  • Transforming a raw, 4.5 block construction zone into a vibrant, fully functional world event space.
  • Coordinating logistics for a high-profile, secure, multi-day event.
  • Highlighting Birmingham’s local culture while accommodating global talent.

Our Approach

THREEE Marketing took on the challenge of bringing The World Games to life through highly complex and comprehensive event planning, creative design, and strategic execution. By collaborating with government agencies, corporate partners, and local vendors, we ensured a seamless, memorable experience for all of the world to enjoy.

jump to the numbers

1

ENVISIONING

Ideation & Scope of Work: Our vision for The World Games plaza focused on creating an inviting, high-energy atmosphere across 4.5 city blocks. Key elements of our scope of work included:

  1. Event Design & Renderings: Starting with basic concepts from the client, we conducted site measurements and produced detailed renderings of the plaza, including multiple iterations to refine the vision. We also incorporated staging, sound, and lighting designs to support performances and activations.
  2. Local Engagement: We designed spaces for a food truck area showcasing Birmingham’s culinary scene plus a local vendors’ marketplace, amplifying community involvement.
  3. Global Entertainment: We planned and executed two performance stages—one for local acts and one for global talent, including Big Boi, Lupe Fiasco, and  German Dance Team.

2

EXECUTING

Production Manual & Reconciliation: The event required meticulous planning over the course of 3 years and adaptability during the course of the event. Highlights of our execution included:

  • High-Security Coordination: Worked closely with the Secret Service, FBI, and local government to ensure the safety of attendees, talent, and VIPs.
  • Corporate Partner Activation: Built out Microsoft’s brand activation in addition to coordinating the event. This featured a massive 80×100 ft enclosed, air-conditioned tent.
  • Event Infrastructure: Oversaw permits, staging, sound, lighting, and vendor management to bring the activation to life.
  • Real-Time Problem Solving: Adapted swiftly to pivot planning in the wake of the pandemic and handled on-site challenges to maintain event flow across the 11-day project.

3

EMPOWERING

Metric Recap: The World Games 2022 was a resounding success, exceeding expectations on multiple fronts:

  • Attendance: Over 24,000 fans from around the globe attended, immersing themselves in world-class entertainment and local culture.
  • Economic Impact: The food truck and local vendors’ areas generated significant economic activity for Birmingham businesses and the local economy.
  • Engagement: Corporate sponsors like Microsoft, Regions Bank and Alabama Power gained meaningful brand visibility through their activations.

24,400

Attendees​

99

Competing Nations

$10.2 Million

Total Visitor Expenditure

$165 Million

Total Economic Impact

91%

Spectator Event Satisfaction

268 Million

TV Audience Reached

4.5 City Blocks in Birmingham, Alabama

Location

3.91 Million

Social Media Engagements

11-Day Event

Duration

3 years

Planning Period

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