Big Ten Championship Fan Fest

CLIENT Big Ten Conference

EVENT Big Ten Championship Fan Fest & Pre-Event VIP Hospitality — 2024 & 2025

VENUE 2024–2025 Indiana Convention Center, Indianapolis, IN

The Challenge

With the Big Ten Championship returning to Indianapolis each year, the Fan Fest and Pre-Event VIP Hospitality venues have remained the same. With many sponsors activating year over year, it is important that the experience continues to feel engaging and intentional, rather than repetitive.

Assembli was tasked with refreshing the event annually by identifying where changes to layout, programming, and production are needed or desired for fresh energy. The goal is to deliver a distinct experience each year while maintaining the structure and elements that support sponsor visibility and fan engagement.

The Execution

Assembli joined the Big Ten Championship Fan Fest in 2024 as a new production partner, beginning with a full evaluation of the existing assets, venue footprint, and event goals. With limited time to introduce new physical elements in the first year, the primary focus was rethinking the layout to improve flow, visibility, and overall guest experience. The central football field became the core of the Fan Fest, designed as a spectacle and surrounded by bleachers on both sides to create a stadium-style environment for live programming, including band performances and a featured Friday night wrestling match. This approach established a strong foundation for both fan engagement and sponsor visibility.

In 2025, Assembli built on that foundation with greater flexibility to expand the visual and experiential elements of the Fan Fest. The layout was refreshed again to keep the experience feeling new, while additional printed graphics and a more cohesive overall graphic design elevated the space. Bleachers were reduced to one side and oriented toward the stage, opening the floor plan and allowing sponsors greater visibility. Large LED screens and new championship banners created stronger visual moments, while updated programming, including a featured Major League Eating Contest and rotating DJs, brought new energy to the weekend.

At the same time, Assembli applied a different design lens to the pre-event VIP Hospitality experience. While the Fan Fest focused on large-scale entertainment and high energy, the VIP environment was intentionally designed to feel more intimate and elevated. Thoughtful catering selections, custom branding, and smaller, curated photo moments created a sense of exclusivity. These refined details allowed the VIP spaces to feel distinct from the Fan Fest while still aligning with the overall brand, demonstrating Assembli's ability to deliver both high-impact fan experiences and upscale hospitality moments simultaneously.