FEVOForum Recap: The New Era of Influencer Marketing for Live Events

In the world of live events, influencer marketing is no longer just about big-name endorsements—it’s about activating real fans, ambassadors, and organic influencers to create authentic engagement and drive ticket sales.

That was the central theme of FEVO’s latest webinar, The Network Effect: Social Marketing for Live Events, where panelists Michelle Szabo (LA Kings), Emily Young (C3 Presents), and Ian Eastwood (Influencer & Creator) shared their expertise on leveraging influencer marketing beyond traditional sponsorships.

Here's a look at what we learned.

Key Takeaways from the Discussion

Not All Influencers Are Created Equal

Influencer marketing has evolved beyond celebrity endorsements. Successful event campaigns now focus on a mix of macro-influencers, micro-influencers, and brand ambassadors who create genuine connections with fans.

• Michelle Szabo highlighted how the LA Kings’ Ambassador Program taps into passionate fans to create user-generated content while also working with larger influencers for big promotions.
• Emily Young discussed C3 Presents’ referral initiatives and how influencer campaigns range from buzz-building macro-influencers to peer-to-peer micro-influencers who drive direct ticket sales.
• Ian Eastwood emphasized the importance of authenticity, noting that brands often overlook creators with deep-rooted influence simply because they don’t fit traditional engagement metrics.

"Real influence is when someone sees something and it's undeniable that they feel they want to replicate that or be associated with it. It’s not just about follower count." – Ian Eastwood, Influencer & Creator

Group Incentives and Ambassador Programs Are Game-Changers

One of the most effective strategies discussed was rewarding fans and ambassadors for bringing their friends to events.

• C3 Presents launched a referral program with FEVO, where buyers who sell tickets to friends earn festival cash to spend on-site. This peer-to-peer model creates organic hype and turns everyday attendees into event promoters.
• The LA Kings structure their influencer incentives around VIP experiences, including Zamboni rides, exclusive merch, and behind-the-scenes access, ensuring each creator’s experience is personalized.

"We want our ambassadors to feel like an extension of our marketing team. The more we involve them in authentic ways, the more engaged and invested they become in our brand." – Michelle Szabo, LA Kings

Measuring Success: It's More Than Just Likes and Clicks

Traditional engagement metrics do not tell the full story of an influencer’s impact.

• The LA Kings use Amplify for social listening and data tracking, but Szabo emphasized that fan sentiment and organic engagement are just as important.
• C3 Presents uses influencer dashboards to track referrals, ticket sales, and brand affinity—showing that micro-influencers and fan ambassadors can have a significant impact.
• FEVO's new influencer and ambassador tracking feature provides real-time performance insights, allowing brands to see exactly who is driving ticket sales and engagement.

"We're not just looking at likes or clicks—we’re tracking real engagement, referrals, and sentiment. It’s about finding the right people who create meaningful impact." – Emily Young, C3 Presents

The Future of Influencer Marketing in Live Events

So, what's next?

• Brands are shifting toward “interest mapping”—partnering with influencers across various niches (fashion, comedy, music, food) to reach new audiences in authentic ways.
• Affiliate marketing and long-term brand deals are becoming more common in sports, giving influencers greater incentives and allowing teams to build lasting partnerships.
• In-person influencer experiences are evolving. As social media becomes more immersive, casual, real-life interactions with influencers at events could become a norm.

Want to Leverage FEVO for Influencer and Ambassador Marketing?

The conversation made one thing clear: influencer marketing works best when it feels real. Whether through referral programs, fan ambassadors, or creator partnerships, brands that tap into organic influence will see stronger engagement and higher ticket sales.

If you're looking to track, manage, and optimize your influencer and ambassador marketing efforts, FEVO’s platform has the tools to help.

Reach out to your FEVO Partner Success rep or our Onboarding, Training, and Enablement (OTE) team to learn more!