The BetCity Arena 2024, located in the heart of Utrecht, was a sports activation sensation. Over three weeks, it attracted more than 200,000 passers-by and welcomed over 14,000 visitors. With 160+ professional athletes in action, the event reached over 40,000 livestream views and 22,000 website visits. Social media buzz was immense, generating over 3,600 posts and articles, reaching 3 million unique fans. The event also received extensive media coverage, including a feature on the Dutch NOS, making it a standout moment in sports marketing.